Recommended Reading: CRM at the Speed of Light

CRM, Customer Relationship Management, is a term we often drop when developing communication strategies. Most of the time CRM measures are not in the center of our strategy. But, as it often occurs, a few weeks ago, we were asked to focus on a completely new subject for us: CRM strategy.

Thrilled to obtain this chance to extend our marketing-knowledge, the first thing we had to do, was look for experts & literature on this subject. We quickly found Paul Greenberg and his great book “CRM at the Speed of Light” (4th Edition).

Paul Greenberg is a thought-leader in the CRM-field. As it says in the book’s introduction, “Paul is known particularly for his work on the use of social media, such as blogs, podcasts, and wikis, and social networks in CRM as tools for customer collaboration with a company.” Of course, we were quite engaged to read Greenberg’s book (which by the way has been translated into 8 languages).

Greenberg focuses in his description of what CRM is, on the relationship between customers and brands. One that digital and social media has changed fundamentally. CRM is not anymore a discipline with which companies reach out to customers, but also one, in which customers reach out to companies. Greenberg offers following definition of CRM:

“Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, processes, and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”

Even though this definition seems a bit technical at first, it really comprises all aspects of social CRM. Social CRM is about the partnership and the value exchange between customers & brands. Greenberg successfully explains this shift in CRM, without turning to technical or using too much marketing talk. As a reader, one can really sense Greenberg’s ambition & passion in CRM and is left what social CRM is really about.


Published by Valeria Kuligk

Images by Get Satisfaction


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