The Definitive Guide to Social CRM

Barton J. Goldenberg, Founder & President of ISM, Inc. Leading customer-centric strategist, author, speaker, and futurist For 30 years Barton Goldenberg, ISM, Inc.’s founder and president, has challenged executive audiences on the topic of customer-centric business strategies. He designs and delivers insightful, entertaining, and informative presentations that incorporate live case studies taken from ISM’s best-in-class clients. Barton has always occupied a leading role in providing a lifecycle approach to customer relationships, from founding a pioneering firm in 1985, when the concept of customer relationship management (CRM) was taking form, to being one of the first three inductees into the CRM Hall of Fame.   Customer-Centric Presentations Barton frames his customer-centric business strategy presentations within the people/process/technology paradigm, and references a variety of tools and techniques in support of these strategies, including CRM/Social CRM, Big Data analytics and insight, knowledge communities, customer experience, and channel optimization. Barton’s results-oriented, bottom-line presentations have been praised by audiences worldwide, including clients such as AAA, Delta Faucet, Deutsche Bank, Exxon-Mobil, Ferguson, Giorgio Armani, IBM, Jaguar Land Rover, Johnson Controls, Kraft Foods, Marriott, McGraw-Hill, Merck, Pfizer, Roche, Schlumberger, T. Rowe Price, Zumba Fitness, and more.   Meeting Customer Expectations in Real Time   For today’s always-on, always-connected consumer, collaboration is the key in the customer lifecycle. Whether business-to-business or business-to-consumer, customer expectations must be met in real time, which Barton addresses in his book, CRM in Real Time: Empowering Customer Relationships, published by Information Today. His earlier book, CRM Automation (Prentice Hall), is considered the primer for companies implementing customer-focused programs. ISM’s Software Lab publishes the benchmark Guide to Mobile & Social CRM Automation (now in its 20th edition). Barton is a columnist for CRM Magazine and is often quoted in business and trade publications. Prior to founding ISM, Barton held senior management positions at the U.S. Department of State and Monsanto Europe S.A. He holds a B.S. (Economics) with honors from the Wharton School of Business and an M.S. (Economics) from the London School of Economics. Presently, Barton serves as the area governor for Rotary District 7620, after serving in 2013—2014 as president of the metroBethesda Rotary Club.

Introduction   xviii


Part I: The Impact of Social Media on Customer Relationships   1
Chapter 1: Social CRM: The Intersection of Social Media and CRM   2
Chapter 2: Smart Ways to Incorporate Social Media into Your Organization   17
Chapter 3: Social Media Pilot Case Study   26


Part II: Social CRM   33
Chapter 4: Leverage Social Media Information to Advance Your Social CRM Efforts   34
Chapter 5: Creating Your Social Media Community in Support of Social CRM   45
Chapter 6: Social Media Knowledge Communities and Social CRM   59
Chapter 7: Overcoming Skepticism to Exploit Social CRM   65


Part III: Readying for Social CRM Implementation   71
Chapter 8: Getting Your Social CRM Strategy Right   72
Chapter 9: Social CRM Software Selection and Vendor Negotiation   83
Chapter 10: Ten Steps to Effective Social CRM Implementation   100
Chapter 11: Social CRM: Achieving the Right Mix of People, Process, and Technology   107


Part IV: Social CRM–Process Issues   111
Chapter 12: Realizing Effective Process Change   112
Chapter 13: Understanding Business Process Review   118
Chapter 14: Applying “Process” Best Practices to Social Media Strategy   124


Part V: Social CRM–People Issues   133
Chapter 15: Overcoming Inevitable People Issues   134
Chapter 16: Keeping Users Engaged and Happy   144
Chapter 17: Applying “People” Best Practices to Social Media   150


Part VI: Social CRM–Technology Issues   157
Chapter 18: Social CRM Technology Issues   158


Part VII: The Future of Social CRM   165
Chapter 19: Customers of the Future and Their Impact on Social CRM   166
Chapter 20: The Impact of Mobility on Social CRM   171
Chapter 21: The Impact of Gamification on Social CRM   178
Chapter 22: The Impact of Big Data Analytics and Insight on Social CRM   185
Chapter 23: The Impact of Channel Optimization on Social CRM   191
Chapter 24: The Impact of the Internet of Things on Social CRM   198


Part VIII: Appendixes   209
Appendix A: Social Media Policy Examples   210
Appendix B: Leading Social Media Monitoring and Filtering Tools   213
Appendix C: Leading Social CRM Software Solutions   215
Appendix D: Social CRM Technology Trends   221
Appendix E: Addressing Social CRM Security Risks   230
Appendix F: A Glossary of Terms   239

 

Index   245