CRM at the Speed of Light: Essential Customer Strategies for the 21st Century

by Paul Greenberg

Updated to reflect the major changes in Customer Relationship Management (CRM) in the last few years, this third edition of CRM at the Speed of Capturing and Keeping Customers in Real Time is a must-read for executives looking to leverage the latest technologies on the market to reach and retain customers. Learn CRM concepts, discover what tools are available and which ones are suitable for your business, and get practical, expert advice on avoiding common pitfalls.

Genres: Business, Management

384 pages, Hardcover

First published January 17, 2001

Reviews

[Paul Greenberg · Rating 5 out of 5]

I wrote it so it wouldn't exactly be fair to review it tho' I have no qualms about giving it five stars! :-0

[K.D. Absolutely · Rating 3 out of 5]

This book made me understand more about my current job. In particular, how Thomas Siebel broke away from Larry Ellison to form the Siebel CRM Systems, Inc. that pioneered CRM applications. If Siebel (now Oracle CRM On Demand) did not gain traction in the 90's, there would not have been Salesforce, Clarify, and other CRM apps. Or maybe their release might have been delayed by a few years.

I also liked how this book puts CRM (for enterprise users) in the scheme of things: how it is related to intended users: PRM (for channel users) and eCRM (for online customers) and these three to business functions such as sales, marketing, e-commerce and service. I knew some of these but it was nice to see everything depicted in a chart. In fact, I rebuilt the chart and will incorporate this to a presentation deck that could be helpful for new CRM or Client Experience analysts.

I only have a bit of regret because I postponed reading this 2001 book by few years. Or to be precise, I only saw this book maybe a decade after its release to the market. I mean, this could have helped my understanding of my job when I started in 2012. The disadvantages of technical books especially in Information Technology is that technology changes so fast that after the manuscript is approved and much more when the book is published, there could already been changes on what the book is about. For example, in 2005 (just 4 mere years after this book is published) Siebel was bought by Oracle. Then in 2015 (10 years after Oracle bought Siebel), Oracle Sales Cloud is introduced to the market. Obviously, after adopting the Siebel functionalities, Oracle will be dumping it and push its clients to migrate to Sales Cloud.

So, the lesson for me here is to read IT books right away and don't treat them like classic literature.

[Sam Motes · Rating 4 out of 5]

CRM is a tool to know your customers and manage that relationship to drive customer intimacy and a bigger share of wallet. CRM has been around for years but the new generation of CRM is not your Grand Father's CRM. In CRM at the Speed of Light volume 4 Greenberg talks about the convergence of the Gen Y technical skills and expectations with the technology of social media that hyper drives the CRM opportunities to provide the customer a truly personalized experience through true immersion. It is no longer solely transactional tactical based on internal data flows within the company walls but Social CRM can significantly augment that with social data feeds, backwards integration of data from supply chain vendor flows and other sources of data that involves the customer relationship at a truly strategic level. The technology promises to cut through the fog of business to understand the customer and drive customer intimacy. CRM has stumbled over the years through adoption and technology growth but it is a game changer now and will continue to evolve in our always engaged world of Web2.0 and beyond. The author goes beyond the CRM tool to the entire function of managing Customer Relationships by giving examples of Companies who have delivered outstanding customer experience over the years. A bit long of a read but covers vast territory in the realm of CRM and customer engagement.

[Paul LaFontaine · Rating 3 out of 5]

As technology continues to develop and the ability to communicate with customers improves, the business leader must move the culture of her organization to respond meaningfully. From process to technology implementation relating to customers is now the backbone of any modern organization.

Sprawling and difficult to follow, this book has some great moments. As a whole I did not find it a useful resource. As an example, the author is trucking through various elements of developing CRM then veers into a very long section on government applications. Then back out again. A lot of name dropping. In the end I skimmed whole sections to just get through it.

Can't recommend.

[Butch · Rating 4 out of 5]

Long but engaging and comprehensive. This 4th edition covers the impact that the new world of social media has had on traditional CRM. It's a brand new world and this does a good job of highlighting the reasons those of us in marketing or technology need to care.

[Lance Shields]

Really good explanation of social CRM.

[Warren · Rating 4 out of 5]

This book is great. It could be event better if it wasn't so long.

[Sergio Arango · Rating 1 out of 5]

Debió ser el referente en su momento, para estos años está completamente deactualizado.

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[Reem · Rating 5 out of 5]

The book "CRM at the Speed o Light" which we, in the CRM industry, refer to as the "bible" of CRM, illustrates Greenberg's logical yet emotionally invested approach to customer relationship management.

This book demonstrates a deep, analytical understanding of both the modern technical tools and the timeless human-relationship impact of engaging customers correctly.

You don't need to be in the CRM or Social Media industry to benefit from reading this book. As long as you have customers, an audience, or simply people you wish to woo, you shall benefit from and enjoy this read.

[Brian · Rating 5 out of 5]

Excellent reference and guide. Used in in private and public sector implementations, a teaching guide, as an independent consultant and a local government employee. Valuable resource as a very practical how-to. Defines CRM and its uses, benefits and limits. Clear and concise, and always great case examples. I used the first edition when it was published and used the 3rd and 4th, too. Along the way I met Paul, too, and glad to have gotten to know him, despite his devotion to the Yankees.

[Jorge · Rating 4 out of 5]

This is a must read book about CRM!
It's a little bit long (650 pages) but we can read it almost like a Novel!
Very good for those who afraid read about technology and all those things because...there are no such things in this book! Only strategy and good recommendations!

[Shantanu · Rating 4 out of 5]

Excellent handling of SocialCRM. However, even this latest edition is a trifle old as some links do not work. Otherwise, excellent read. Changed my idea of the subject. The best part of the book is that Paul brings in a large number of experts who share their views...a truly crowdsourced product

[Lori Grant · Rating 3 out of 5]

An optional-read book on customer services for knowledge workers, managers, executives, and entrepreneurs.

[Imranabrar]

reading book speacially my crm course which some information qalact

[Pierre Hulsebus · Rating 5 out of 5]

Classic.... BTW My name is in the Forward.... I feel so famous.

[Fuad Hasanli · Rating 5 out of 5]

Should to read if want to know what is CRM is.

[Athisya Anne N · Rating 4 out of 5]

Very Useful ...Must Read!!!

[Carolina Valdez · Rating 4 out of 5]

Great reference book and very well written!!