Listening to Paul Greenberg, a McGraw Hill published author that wrote the book on CRM, a book that sold 200,000 copies and is in it’s 4th edition. His keynote is about the Social Customer.
Paul Greenberg publicly endources Radian6 Insights platform.
Edelman Trust – he reads it and cites it- says he does not like business but often advises businesses because most businesses do not know how to deal with customers when a SITUATION CHANGES. However, Paul says businesses are good at dealing with situations that have matured, are fairly predictable and can be mapped out in advance.
And many businesses haven’t figured out how to deal with the Social Customer. It’s all based on a business, it’s processes and how you deal with the customer. Paul cites an IBM study that came out a few weeks ago showing the disconnect between businesses needs and customer needs.
Social CRM definition – customers can impact your business in ways the business doesn’t know about or control.
CRM Industry – 16B in 2011 estimated -Mature
social tools – 770 million estimated in 2011 – emerging
Altimeter Group – came up with 18 use cases for Social CRM last year, now there are over 100.
Social CRM at P&G – Paul Greenberg says theirs is the only holistic SCRM. But Paul says that now it’s about more about engaging with the customers – emotional reactions to discounts and services, etc.
The Trends – what’s happening in 2011. Knowledge Management
– customer experience in limelight including new forms of measurements, KPI,s and benchmarks
– customer interaction engines evolve and become granular and verticalized
– enormous amounts of data to be crunched (1.2 Zettabytes)
– very strong increase in desire for customer insights – turns into Analytics Gone Wild
– adaptive intelligence
– collective intelligence
– increasing use of Social CRM and Measuring Success ( especially via Mobile Devices )
sCRM ROI – must be defined for each business individually ( not everything that can be counted counts and vice versa )
NetPromoter Scores – Paul says they are inadequate. dr. v. kumar (customer lifetime value, customer referral value, customer brand scores). all about the social graph of your customers.
Case Studies ( as we can now measure the advocacy effects – Social CRM is now Tactical)
– Comcast Forums – saved 8 dollars per call by routing answers via Twitter
– Pittsburg Story
-@comcasrcares 11 FT people field hundreds of queries a day successfully but failed to replicate throughout company because it came out of PR instead of internal cultural change.
– P&G – creates user communities, VocalPoint 600000 moms with 15 million people – was a social network was so successful it was spun out to it’s own business group at P&G. Working on having customers “co-innovate” and have KPI’s that can be measured.
-Orbatal – take every customer and gives them high value treatment that resulted in a 42% increase in business over 2 years.
Here’s more about Paul Greenberg:
In addition to being the author of the best-selling CRM at the Speed of Light, now in 4 editions and 9 languages, Paul Greenberg is President of The 56 Group, LLC, a customer strategy consulting firm, focused on cutting edge CRM and Social CRM strategic services. He is a founding partner of the CRM training company, BPT Partners, LLC, a training and consulting venture composed of a number of CRM luminaries that has quickly become the certification authority for the CRM industry.
His book, CRM at the Speed of Light: Social CRM Strategy, Tools, and Techniques for Engaging Your Customers, now in its fourth edition, is in 9 languages and been called “the bible of the CRM industry”. It has been used by more than 70 universities as a primary text. It was named “the number 1 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 including “E-Government for Public Officials” (Thompson Publishing, 2003).
Paul is the Executive Vice President of the CRM Association. He currently is the Chairman of the Board of Advisors of the University of Toronto’s Rotman School of Management CRM Centre of Excellence. He has been a Board of Advisors member of the Baylor University MBA Program for CRM majors, and the co-chairman of Rutgers University’s CRM Research Center.
He is a core member of the Board of Advisors for the Center for American Progress, the leading policy think tank in Washington D.C.
Paul has developed strategies and helped define CRM and social CRM products for all the major vendors in CRM and in social media. He has developed broad CRM strategies and programs for a significant number of larger enterprises and worked with them from inception of the idea of a CRM strategy through vendor selection when needed.
Paul is considered a thought leader in CRM, having been published in numerous industry and business publications over the years and having traveled the world speaking on cutting edge CRM and topics geared to the contemporary social customer. He has been called “the dean of CRM” and “the godfather of CRM” and even the “Walt Whitman of CRM” by analysts and organizations throughout the industry. In fact, at the end of 2007, he was the #1 non-vendor influencer, 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 and was elected to magazine’s CRM Hall of Fame in 2010 – the first non-vendor related thought leader in its history.
He 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. He is seen often as the “voice of the customer” and is well known within the CRM industry for this work. His blog, PGreenblog 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 #1 CRM Blog Award from InsideCRM at the end of 2007 and in 2008 and was named #1 CRM blogger by ForecastingClouds in January 2010. 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 property, ZDNET
Greenberg also thinks that a sense of humor is necessary when it comes to CRM and its social antecedent so he is the host of an edgy podcast called Experience on the Edge and co-hosts the totally insane, “CRM Playaz” with fellow thought leader Brent Leary.
He is a member of the Destination CRM Board of Experts and the SearchCRM Expert Advisory Panel as well as a member of the Board of Advisors for GreaterChinaCEM for many years among many others.
Currently, Paul lives in Manassas, Virginia with his wife and five (yes five!) cats. To reach Paul, please email him at paul-greenberg3@comcast.net. You can follow him at Twitter or join up with him on LinkedIn or Facebook.
