Paul Greenberg is President of The 56 Group, LLC, and one of the world's leading authorities on CRM.
.Foreword | p. xi |
Acknowledgments | p. xv |
Introduction | p. xvii |
The Era of the Social Customer | p. 1 |
OMG! Your Customer Really Is Your BFF! | p. 1 |
Bursting the New Mythology: Zeus Drops to Earth | p. 1 |
How the Book Is Organized | p. 3 |
Starting with a Test | p. 6 |
Welcome to the Era of the Social Customer | p. 8 |
What's a Customer Ecosystem? | p. 10 |
The Social Customer Needs Your Attention to Get Theirs | p. 18 |
CRM, CMR, VRM oràWho Cares? | p. 29 |
"Traditional" CRM | p. 30 |
From CRM to CMR | p. 32 |
Social CRM | p. 34 |
Social CRM Technology: Features, Functions, Characteristics | p. 37 |
The Social Stack | p. 41 |
Social CRM and VRM | p. 45 |
Vendor Relationship Management (VRM) | p. 46 |
Now Do You See CRM, Social CRM, and VRM? | p. 53 |
The Customer Owns the Experience | p. 55 |
The Transition from Management to Engagement Through Experience | p. 58 |
Superstah! Response Tek | p. 75 |
A Guiding Principle for Crafting Experiences | p. 78 |
Enterprise 2.0: Not Exactly What You Think | p. 83 |
Defining Enterprise 2.0 | p. 83 |
Enterprise 2.0: Here's Why You Need It | p. 85 |
What This Means for CRM | p. 93 |
A Company Like Me; New Business Models = Customer Love | p. 97 |
Why? Because We Like You and Trust You | p. 98 |
The New Business Models Unveiled | p. 105 |
Another Model Worth Getting Behind | p. 115 |
So Happy Together: Collaborating with Your Customers | p. 121 |
Do You Have The Ring? Tools For Customer Engagement | p. 121 |
The Value of Social Media in CRM | p. 121 |
Social Media | p. 123 |
Superstah! Lotus Connections | p. 140 |
Love Your Customers Publicly: Blogs and Podcasts | p. 149 |
The Blogosphere | p. 149 |
How Do You Measure a Blog? | p. 161 |
Microblogging and More: Tweeting on Twitter | p. 162 |
Superstah! Six Apart | p. 166 |
Podcasting: A Brief Look | p. 170 |
Wikis Are A Weird Name For Collaboration, N'est Çe Pas? | p. 175 |
Crowdsourcing | p. 176 |
Superstah! Socialtext | p. 189 |
Wiki Wrap-Up | p. 194 |
Social Networks, User Communities: Who Loves Ya, Baby? | p. 197 |
The Conversation Can't Be Avoided | p. 198 |
Social Network Styles: What Models Can You Choose From? | p. 200 |
Managing the Community | p. 215 |
The IT Landscape | p. 222 |
The Vendor Picture | p. 226 |
Superstah! Neighborhood America | p. 228 |
Movin' And Groovin': The Use Of Mobile Devices | p. 235 |
A Needy Market | p. 236 |
Why the Growth? | p. 237 |
What's It Look Like? Mobile Technology | p. 239 |
Considerations in Mobile Enterprise Planning | p. 241 |
Untethered Benefits | p. 242 |
The Future: Social CRM Gets Down and Wireless | p. 244 |
Superstah! Research in Motion, SAP, and CRM 2007 for the BlackBerry | p. 248 |
Baby Stays, Bathwater Goes-CRM Still Needs the Operational | p. 253 |
The Collaborative Value Chain | p. 253 |
Transparency | p. 254 |
The Systems | p. 255 |
Back and Front Office Integration: Bad Story, Good Story | p. 257 |
Integrating the Back with the Front-Still Not Too Shabby | p. 260 |
A Mini-Conference | p. 266 |
Now Meet the Customer: The Collaborative Value Chain | p. 271 |
Ecosystems Begin to Rule | p. 274 |
Building the Collaborative Value Chain | p. 276 |
Superstah! SAP | p. 279 |
Sales And Marketing: The Customer Is the Right Subject | p. 283 |
Sales and Marketing Are Now Integrated, Aren't They? | p. 283 |
Sales 2.0: Customer Expectations Have Changed | p. 286 |
Leads and Opportunities: The Feeling Is Mutual | p. 290 |
Special Circumstances Include the New Norm | p. 291 |
Handling Opportunities Better and Way Cooler | p. 298 |
Superstah! Oracle Social CRM | p. 300 |
Sales Intelligence: Mo' Better, Richer, Deeper | p. 304 |
The Sales 2.0 Value Proposition | p. 309 |
Marketing, uh, 2.0: New Mindset, New Tools | p. 310 |
Listen Up! The New Competition Is Attention | p. 310 |
Getting on the Cluetrain Manifesto | p. 315 |
Authenticity Trumps Consistency | p. 317 |
The Marketing Model: Old vs. New | p. 318 |
Social Media and Marketing: More than Just du Jour | p. 322 |
CRM Vendors Have a Problem Here: Poor Apps, but Improving | p. 330 |
Customer Service Is Our Name-And Our Game | p. 343 |
Customer Complaints Go Viral-and You Love It | p. 344 |
The Definition of Customer Service | p. 345 |
Building a New Customer Service Model | p. 350 |
Technology Finds 21st Century Customer Service | p. 366 |
Superstah! RightNow: Building Beyond the Traditional | p. 367 |
Superstah! Helpstream: Community-Driven Customer Service | p. 371 |
Closing It Out | p. 375 |
The Difference: CRM, the Public Sector, and Politics | p. 381 |
From 2004 to Now-Wow, What a Difference | p. 383 |
In Re: Engagement by the Administration | p. 388 |
The Case of Singapore: Social CRM in Action | p. 391 |
Politics No Longer Poker-Bluffing Don't Woik | p. 398 |
The Technology Champs | p. 403 |
Superstah! Blue State Digital | p. 409 |
SOA for Poets | p. 417 |
Evaluating Architecture | p. 417 |
The Architectures | p. 420 |
Enterprise Service-Oriented Architecture | p. 420 |
Superstah! | p. 429 |
REST/WOA | p. 429 |
Superstah! Sage Software | p. 432 |
At Home or in the Clouds-And In Open Spaces Between | p. 437 |
On-Premise | p. 438 |
On-Demand | p. 441 |
The Players | p. 448 |
Superstah! NetSuite | p. 448 |
Choosing SaaS vs. On-Premise: Comparative Checklist | p. 451 |
Open Source: Not Quite Any of Them | p. 451 |
Superstah! SugarCRM | p. 458 |
Cloud Computing: Wispy or Real? | p. 461 |
Big Picture, Big Strategies | p. 473 |
Introducing Strategy | p. 474 |
A Case Study | p. 494 |
Mapping the Customer Experience | p. 503 |
The Benefits of Your Customer's Lovely Experience | p. 505 |
Why Customer Experience Mapping? | p. 505 |
Process and Data Go Together Like...CRM Operations | p. 519 |
Not Just Your Transaction's Data Anymore | p. 520 |
It's the Process, Man | p. 534 |
Superstah! Process-Driven CRM: Sword Ciboodle | p. 542 |
Value Given, Value Received: Analyzing the Return on CRM | p. 549 |
Analytics: Figuring Out Whassup | p. 549 |
What Are Analytics? | p. 550 |
A Very Brief Primer on Analytics | p. 552 |
Analytics in Service of Insight = Loyalty, Advocacy | p. 565 |
Measuring the Social Customer's Value | p. 572 |
Superstah! SAS and Customer Experience Analytics | p. 580 |
When You Buy the Application, You Buy the Vendor, Though You Don't Implement Him | p. 587 |
Despite Your Wishes, the Vendor Matters | p. 588 |
Moving Forward: The Implementation Begins | p. 601 |
Executing Perfectly: BigMachines Does IT Right | p. 602 |
Closing Up for the Night | p. 610 |
Waving to the Future | p. 613 |
Now It's My Turn to Be a Fortuneteller, Err, Forecaster | p. 618 |
In (Dim) Sum | p. 627 |
Appendix: The Social Web and the Public Sector: From the World to the State | p. 631 |
Customer Relationship Management or Citizen Relationship Empowerment? | p. 632 |
The Critical Importance of Web 2.0 for the Public Sector | p. 633 |
The Core Problems Facing Public Safety Today | p. 636 |
Breaking Down the Barriers | p. 639 |
A Real World Case Study: Virtual Alabama | p. 640 |
Change Is Coming | p. 646 |
Index | p. 649 |
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