CRM at the Speed of Light: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers

689 Pages·2009·6.96 MB·English

by  Paul Greenberg

CRM at the Speed of Light, Fourth Edition:
Social CRM Strategies, Tools, and Techniques
for Engaging Your Customers
Paul Greenberg
New York Chicago San Francisco Lisbon London Madrid Mexico City
Milan New Delhi San Juan Seoul Singapore Sydney Toronto
Copyright © 2010 by The McGraw-Hill Companies. All rights reserved. Except as permitted under
the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed
in any form or by any means, or stored in a database or retrieval system, without the prior written
permission of the publisher.
ISBN: 978-0-07-159046-4
MHID: 0-07-159046-3
The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-159045-7,
MHID: 0-07-159045-5.
All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after
every occurrence of a trademarked name, we use names in an editorial fashion only, and to the
benefit of the trademark owner, with no intention of infringement of the trademark. Where such
designations appear in this book, they have been printed with initial caps.
McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales
promotions, or for use in corporate training programs. To contact a representative please e-mail us at
[email protected].
Information has been obtained by McGraw-Hill from sources believed to be reliable. However,
because of the possibility of human or mechanical error by our sources, McGraw-Hill, or others,
McGraw-Hill does not guarantee the accuracy, adequacy, or completeness of any information and is
not responsible for any errors or omissions or the results obtained from the use of such information.
TERMS OF USE
This is a copyrighted work and The McGraw-Hill Companies, Inc. (“McGraw-Hill”) and its licensors
reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted
under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not
decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon,
transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without
McGraw-Hill’s prior consent. You may use the work for your own noncommercial and personal use;
any other use of the work is strictly prohibited. Your right to use the work may be terminated if you
fail to comply with these terms.
THE WORK IS PROVIDED “AS IS.” McGRAW-HILL AND ITS LICENSORS MAKE NO GUAR-
ANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF
OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMA-
TION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE,
AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT
NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A
PARTICULAR PURPOSE. McGraw-Hill and its licensors do not warrant or guarantee that the
functions contained in the work will meet your requirements or that its operation will be
uninterrupted or error free. Neither McGraw-Hill nor its licensors shall be liable to you or anyone else
for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting
therefrom. McGraw-Hill has no responsibility for the content of any information accessed through the
work. Under no circumstances shall McGraw-Hill and/or its licensors be liable for any indirect,
incidental, special, punitive, consequential or similar damages that result from the use of or inability
to use the work, even if any of them has been advised of the possibility of such damages. This limi-
tation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in
contract, tort or otherwise.
In January 2008, I lost my father, Abraham, at the age of 93. Many
people say to me, “He lived a long life.” But I will always think it wasn’t
long enough. Dad, I think about you every day and miss you all of
them. You were and are a great father and for that I give you, not just
this book, but my heart.
CRM at the Speed of Light: Social CRM Strategies, Tools, and Techniques for Engaging Your Customers/ Greenberg / 045-5 / Front Matter/
v
About the Author
Paul Greenberg is president of The 56 Group, LLC, a customer strategy con-
sulting firm, focused on cutting-edge CRM strategic services, and a founding
partner of the CRM training company BPT Partners, LLC, a training and con-
sulting venture composed of a number of CRM luminaries that has quickly
become the certification authority for the CRM industry.
CRM at the Speed of Light: Essential Customer Strategies for the 21st Cen-
tury has been published in eight languages and called “the bible of the CRM
industry.” It is used by more than 70 universities as a primary text. It was
named “the number one CRM book” by SearchCRM.com in 2002 and is one
of two books recommended by CustomerThink. The Asian edition of CIO
Magazine named it one of the 12 most important books an Asian CEO will
ever read. Paul has also authored two other books, Special Edition: Using
PeopleSoft (Que, 1999) and E-Government for Public Officials (Thompson
Publishing, 2003).
Paul is the co-chairman of Rutgers University’s CRM Research Center and
the executive vice president of the CRM Association. He is a board of advi-
sors member of the Baylor University MBA program for CRM majors, a
unique national program.
Paul is considered a thought-leader in CRM, having been published in
numerous industry and business publications over the years and having trav-
eled the world speaking on cutting-edge CRM topics geared to the contem-
porary social customer. He has been called “the dean of CRM,” “the godfather
of CRM,” and even the “Walt Whitman of CRM” by analysts and organiza-
tions throughout the industry. In fact, at the end of 2007, he was the number
one nonvendor influencer, named by InsideCRM in their annual “25 Most
Influential CRM People” announcement. He was also named one of the most
influential CRM leaders in 2008 by CRM Magazine. Paul is known particu-
larly 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. He is often seen as the “voice of the customer” and is well known
within the CRM industry for this work. His blog, PGreenblog (the56group
.typepad.com), was named the winner of the first annual CRM Blog of the
Year in 2005 by SearchCRM and the 2007 “Whatis” Award for CRM blogs,
by their parent company, TechTarget. He also received the Number One
CRM Blog award from InsideCRM at the end of 2007 and in 2008. The blog
is also the central focus of KnowledgeStorm’s CRM Blog community.
He now also writes the CRM blog for high profile technology media prop-
erty, ZDNet (blogs.zdnet.com/crm).
Paul is a member of the Destination CRM Board of Experts and the
SearchCRM Expert Advisory Panel and a member of the board of advisors
for GreaterChinaCRM, for many years among many others.
Paul lives in Manassas, Virginia, with his wife and five (yes, five!) cats. To
reach Paul, please e-mail him at [email protected]. You can fol-
low him on Twitter at www.twitter.com/pgreenbe or join up with him on
LinkedIn or Facebook.
Contents
Foreword .................................................. xi
Acknowledgments ........................................... xv
Introduction ...............................................xvii
Part I The Era of the Social Customer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
Chapter 1 OMG! Your Customer Really Is Your BFF! . . . . . . . . . . . 1
Bursting the New Mythology: Zeus Drops to Earth .....1
How the Book Is Organized .........................3
Starting with a Test ................................6
Welcome to the Era of the Social Customer ............8
What’s a Customer Ecosystem? .....................10
The Social Customer Needs Your Attention
to Get Theirs ..................................18
Chapter 2 CRM, CMR, VRM or . . . Who Cares? . . . . . . . . . . . . . . . .29
“Traditional” CRM ...............................30
From CRM to CMR ..............................32
Social CRM .....................................34
Social CRM Technology: Features,
Functions, Characteristics .......................37
The Social Stack ..................................41
Social CRM and VRM. . . . . . . . . . . . . . . . . . . . . . . . . . . . .45
Vendor Relationship Management (VRM) ............46
Now Do You See CRM, Social CRM, and VRM? .......53
Chapter 3 The Customer Owns the Experience . . . . . . . . . . . . . . . 55
The Transition from Management to
Engagement Through Experience .................58
Superstah! ResponseTek ...........................75
A Guiding Principle for Crafting Experiences .........78
Chapter 4 Enterprise 2 .0: Not Exactly What You Think . . . . . . .83
Defining Enterprise 2.0 ............................83
Enterprise 2.0: Here’s Why You Need It ..............85
What This Means for CRM ........................93
CRM at the Speed of Light: Social CRM Strategies, Tools, and Techniques for Engaging Your Customers/ Greenberg / 045-5 / Front Matter/
vii
vi Contents
Chapter 5 A Company Like Me: New Business
Models = Customer Love . . . . . . . . . . . . . . . . . . . . . . . .97
Why? Because We Like You and Trust You ............98
The New Business Models Unveiled ................105
Another Model Worth Getting Behind ..............115
Part II So Happy Together: Collaborating with Your Customers . . . . . 121
Chapter 6 Do You Have the Ring? Tools
for Customer Engagement . . . . . . . . . . . . . . . . . . . . .121
The Value of Social Media in CRM .................121
Social Media . . . .................................123
Superstah! Lotus Connections .....................140
Chapter 7 Love Your Customers Publicly:
Blogs and Podcasts . . . . . . . . . . . . . . . . . . . . . . . . . . . .149
The Blogosphere ................................149
How Do You Measure a Blog? .....................161
Microblogging and More: Tweeting on Twitter .......162
Superstah! Six Apart .............................166
Podcasting: A Brief Look .........................170
Chapter 8 Wikis Are a Weird Name for
Collaboration, N’est Çe Pas? . . . . . . . . . . . . . . . . . . . 175
Crowdsourcing .................................176
Superstah! Socialtext .............................189
Wiki Wrap-Up ..................................194
Chapter 9 Social Networks, User Communities:
Who Loves Ya, Baby? . . . . . . . . . . . . . . . . . . . . . . . . . . . 197
The Conversation Can’t Be Avoided ................198
Social Network Styles: What Models
Can You Choose From? ........................200
Managing the Community ........................215
The IT Landscape ...............................222
The Vendor Picture ..............................226
Superstah! Neighborhood America .................228
Chapter 10 Movin’ and Groovin’: The Use of
Mobile Devices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 235
A Needy Market .................................236
Why the Growth? ................................237
Contents vii
What’s It Look Like? Mobile Technology ............239
Considerations in Mobile Enterprise Planning .......241
Untethered Benefits ..............................242
The Future: Social CRM Gets Down and Wireless ....244
Superstah! Research in Motion, SAP, and
CRM 2007 for the BlackBerry ...................248
Part III Baby Stays, Bathwater Goes—CRM Still
Needs the Operational . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253
Chapter 11 The Collaborative Value Chain . . . . . . . . . . . . . . . . . . 253
Transparency ...................................254
The Systems ....................................255
Back and Front Office Integration:
Bad Story, Good Story .........................257
Integrating the Back with the Front—Still
Not Too Shabby ..............................260
A Mini-Conference ..............................266
Now Meet the Customer: The Collaborative
Value Chain ..................................271
Ecosystems Begin to Rule .........................274
Building the Collaborative Value Chain .............276
Superstah! SAP .................................279
Chapter 12 Sales and Marketing: The Customer
Is the Right Subject . . . . . . . . . . . . . . . . . . . . . . . . . . .283
Sales and Marketing Are Now
Integrated, Aren’t They? ........................283
Sales 2.0: Customer Expectations Have Changed .....286
Leads and Opportunities: The Feeling Is Mutual ......290
Special Circumstances Include the New Norm .......291
Handling Opportunities Better and Way Cooler ......298
Superstah! Oracle Social CRM .....................300
Sales Intelligence: Mo’ Better, Richer, Deeper .........304
The Sales 2.0 Value Proposition ....................309
Marketing, uh, 2.0: New Mindset, New Tools. . . . . . . . .310
Listen Up! The New Competition Is Attention .......310
Getting on the Cluetrain Manifesto .................315
Authenticity Trumps Consistency ..................317
The Marketing Model: Old vs. New ................318
CRM at the Speed of Light: Social CRM Strategies, Tools, and Techniques for Engaging Your Customers/ Greenberg / 045-5 / Front Matter/
ix
viii Contents
Social Media and Marketing:
More than Just du Jour .........................322
CRM Vendors Have a Problem Here:
Poor Apps, but Improving ......................330
Chapter 13 Customer Service Is Our Name—and Our Game . . . 343
Customer Complaints Go Viral—and You Love It ....344
The Definition of Customer Service ................345
Building a New Customer Service Model ............350
Technology Finds 21st Century Customer Service ....366
Superstah! RightNow: Building Beyond
the Traditional ...............................367
Superstah! Helpstream: Community-Driven
Customer Service .............................371
Closing It Out ..................................375
Chapter 14 The Difference: CRM, the Public
Sector, and Politics . . . . . . . . . . . . . . . . . . . . . . . . . . . 381
From 2004 to Now—Wow, What a Difference ........383
In Re: Engagement by the Administration ...........388
The Case of Singapore: Social CRM in Action ........391
Politics No Longer Poker—Bluffing Don’t Woik ......398
The Technology Champs .........................403
Superstah! Blue State Digital ......................409
Chapter 15 SOA for Poets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 417
Evaluating Architecture ...........................417
The Architectures ...............................420
Enterprise Service-Oriented Architecture ............420
Superstah! ......................................429
REST/WOA ....................................429
Superstah! Sage Software .........................432
Chapter 16 At Home or in the Clouds—and in
Open Spaces Between . . . . . . . . . . . . . . . . . . . . . . . . . .437
On-Premise ....................................438
On-Demand ....................................441
The Players .....................................448
Superstah! NetSuite ..............................448
Choosing SaaS vs. On-Premise:
Comparative Checklist .........................451
Contents ix
Open Source: Not Quite Any of Them ..............451
Superstah! SugarCRM ............................458
Cloud Computing: Wispy or Real? .................461
Chapter 17 Big Picture, Big Strategies . . . . . . . . . . . . . . . . . . . . . . .473
Introducing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 474
A Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 494
Chapter 18 Mapping the Customer Experience . . . . . . . . . . . . . . .503
The Benefits of Your Customer’s Lovely Experience . . . 505
Why Customer Experience Mapping? . . . . . . . . . . . . . . . 505
Chapter 19 Process and Data Go Together
Like…CRM Operations . . . . . . . . . . . . . . . . . . . . . . . . 519
Not Just Your Transaction’s Data Anymore . . . . . . . . . . 520
It’s the Process, Man . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 534
Superstah! Process-Driven CRM: Sword Ciboodle . . . . 542
Chapter 20 Value Given, Value Received: Analyzing
the Return on CRM . . . . . . . . . . . . . . . . . . . . . . . . . . .549
Analytics: Figuring Out Whassup . . . . . . . . . . . . . . . . . . 549
What Are Analytics? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 550
A Very Brief Primer on Analytics . . . . . . . . . . . . . . . . . . . 552
Analytics in Service of Insight = Loyalty, Advocacy . . . 565
Measuring the Social Customer’s Value . . . . . . . . . . . . . 572
Superstah! SAS and Customer Experience Analytics . . . 580
Chapter 21 When You Buy the Application, You Buy the
Vendor, Though You Don’t Implement Him . . . . . 587
Despite Your Wishes, the Vendor Matters . . . . . . . . . . . . 588
Moving Forward: The Implementation Begins . . . . . . . 601
Executing Perfectly: BigMachines Does IT Right . . . . . 602
Closing Up for the Night . . . . . . . . . . . . . . . . . . . . . . . . . . 610
Chapter 22 Waving to the Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . 613
Now It’s My Turn to Be a Fortuneteller,
Err, Forecaster . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 618
In (Dim) Sum . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 627
Appendix The Social Web and the Public Sector:
From the World to the State . . . . . . . . . . . . . . . . . . . 631
Customer Relationship Management or
Citizen Relationship Empowerment? . . . . . . . . . . . . . 632