Paul Greenberg has been called the Mr. Myagi of the CRM community by his followers, but is better known as the Godfather of CRM. Greenberg is the critically acclaimed author of CRM at the Speed of Light and has just published the fourth edition of the book.
And by "book," we mean bible of the CRM community.
Greenberg is an engaging teacher known for mentoring the community in addition to drawing parallels between philosophy from every corner and CRM, using Hagel to discuss Social CRM. Who knew advocates could help diffuse customer anger for a brand by "negating the negation"?
Great brands have integrated marketing and customer service to create a holistic CRM strategy. The brand also taps into its community of advocates or super users who protect and strengthen a brand. Having brand advocates to inspire co-creation and solve customer problems can generate revenue and cut costs. But when advocates or super users provide misinformation it can also become a problem. How effectively does your company capture the unstructured data floating around on the Web?
Greenberg, co-founder BPT Partners, reflects on the state of social CRM, which according to him, has a tweet-able definition of "the company’s response to the customer’s control of the conversation."
After all, social media is a vibrant, new channel, but we are still figuring out how it folds into our strategic CRM strategies.