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CRM at the Speed of Light, Fourth Edition: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers (Unknown Series) [Kindle Edition]

Paul Greenberg
5.0 out of 5 stars  See all reviews (3 customer reviews)

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Book Description

Social CRM is critical to business success in today's hyper-connected environment. Customers' expectations are so great and their demands so empowered that a Social CRM strategy must be built around collaboration and customers engagement, not traditional operational customer management. It's the company's response to the customer's control of the conversation that makes Social CRM work.

Written by CRM guru Paul Greenberg, CRM at the Speed of Light, Fourth Edition, reveals best practices for a successful Social CRM implementation. Greenberg explains how this new paradigm involves the customer in a synergetic discussion to provide mutually beneficial value in a trusted and transparent business environment.

Throughout this definitive volume, you'll find examples of the new strategies for customer engagement and collaboration being used by cutting-edge companies, along with expert guidance on how your organization can and should adopt these innovations.

CRM at the Speed of Light, Fourth Edition, reviews the latest technological developments in the operational side of CRM, including vertical applications, and explains the fundamentals of the multifaceted CRM framework.

Find out why Paul Greenberg was named the #1 CRM influencer by InsideCRM in the completely recast edition of this international bestseller.

Praise for CRM at the Speed of Light

"[This book] is a testament to Greenberg's profound grasp of the control revolution that is upon us. Customers seizing control from business. Citizens demanding control and accountability from their governments. Political campaigns and charities being rewarded by shifting power to their supporters. Quite simply, it is the definitive work for anyone committed to putting the social customer at the center of their operation." -- Brian Komar, Director of Interacitve Marketing and CRM, Center for American Progress

"With great insights, great stories, and great information, Paul Greenberg analyzes the impact of every major industry development on vendor/customer relationships. Not only is he on top of his game, he makes reading this edition as enjoyable as it was to read the previous three. This is an absolute must-read for anyone serious about understanding how to best serve today's social customer." -- Brent Leary, CRM industry analyst and co-author of Barack 2.0: Social Media Lessons for Small Business

"This edition is packed with new insights about how online conversations are changing the nature of customer relations. Think the CRM market is crazy now? Hitch a ride on Greenberg's shoulders because you ain't seen nothing yet." -- Paul Gillin, author of The New Influencers and Secrets of Social Media Marketing."

"As we make the shift to SCRM, Paul's insights provide a much needed framework on how to navigate a more connected, social, and collaborative enterprise." -- R "Ray" Wang, Partner, Enterprise Strategy, Altimeter Group, LLC

"Paul Greenberg is one of the most astute minds in CRM and social media today. His book remains the bible for companies employing CRM. The added focus on blending new and social media into Paul's philosophy of CRM will keep this as the first book companies reach for to enhance the customer relationship in the new century." -- Jay Dunn, Vice President of Marketing, Lane Bryant

"Paul Greenberg shares his unparalleled expertise on the dramatic evolution from CRM 1.0 to CRM 2.0 with unique insightful examples. It is a must read for anyone looking to transform the potential of CRM into long-lasting competitive advantage in a rapidly changing business environment." -- Jujhar Singh, Senior Vice President, SAP CRM Product Management

Product Description

About the Author

Paul Greenberg is President of The 56 Group, LLC, and one of the world's leading authorities on CRM.

Product details

  • Format: Kindle Edition
  • File Size: 4831 KB
  • Print Length: 689 pages
  • Page Numbers Source ISBN: 0071590455
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: McGraw-Hill Osborne Media; 4 edition (9 Dec. 2009)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B002Z8R01C
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: #115,646 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
If you're considering buying this book to understand the major trends of CRM, don't hesitate, buy immediately!

The first three editions of this book have long been key CRM references. Since 2004, when the third edition was published, customers have become increasingly well connected as a result of technology. This has led to a fundamental realignment of power between companies providing goods and services, and the people consuming these products. It is this major trend that is analysed in the fourth edition.

If you want a grounding in "conventional CRM", the author refers you to the third edition of the book. However, the third edition was published six years ago. The world of CRM has changed a great deal since then. Even in this fourth edition he refers to Facebook having 250 million active users, when the current figure is over 500 million.

Remarkably, given the quality of the content, the book is very well written and is full of humour. I found myself laughing out loud whilst reading. It's an easy book to read unlike many other important references.

Of course, most of the examples are from America, and the author assumes that you will be familiar with the brand names. Don't let this put you off. You may already have heard that in many respects, the US is at least two years ahead of the UK in terms of Social CRM. Buy the book and look into the future for the UK and elsewhere.

I have worked for many years in the area of CRM and I have learned a great deal from this book. I recommend it without hesitation to anybody who needs to understand current hugely significant trends in CRM for themselves, their company or their clients.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Pure Gold 8 Feb. 2011
By Dan
I know that I should finish reading the book before writing a review - since I've only had it for a day and am on page 81 - but I just had to right a review right away. This is an absolutely fantastic book. Every 2 or 3 pages there is a gem of insight that is worth the cover price of the book alone. It is not just relevant to those in the CRM field - but anyone in business who wants to stand out from the crowd. Buy this book ahead of all others - you will not regret it.
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5.0 out of 5 stars Brilliant 9 Dec. 2013
Format:Hardcover|Verified Purchase
Working as the Head of CRM in Concern this book has been fantastic in helping define my approach in managing this area and the teams working under me.
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Most Helpful Customer Reviews on (beta) 4.7 out of 5 stars  11 reviews
11 of 11 people found the following review helpful
5.0 out of 5 stars If you call yourself a CRM consultant, you've gotta read this 28 Dec. 2009
By Michael Boysen - Published on
Format:Hardcover|Verified Purchase
As a "CRM" consultant, it's been hard enough trying to bridge the gap between "CRM software" and what CRM really is. Paul explained the differences (operationally) in his first three editions (I read 1 and 3). While CRM successes have been on the rise, I've seen little change in the markets I work in. Do they fail? No. Do they exceed beyond everyone's wildest expectations? Absolutely not.

We have this problem, as people, that we want things the way we want them. Many businesses want software that solves their problems. Many customers now want businesses to change the way they are engaged. Can you see the problem? No? Then as a business owner, you really owe it to yourself to read this book because it will open your eyes. You'll start looking at your teenager's behaviors and realize that you're not selling to Barney Fife anymore.

And as for you CRM consultants (full disclosure, I'm one of them) you will see how much value you leave on the table each and every day you build a practice around "fields and screens". Yes, software is the answer -- to how to support processes that engage customers in totally new ways. CRM at the Speed of Light 4th Edition will paint a clear picture of the changes we face as business leaders and as consultants who hope to make our businesses, or our clients, more competitive in the loyalty game.

I didn't think I would see ways to bring Social CRM into the middle market arena. But now I see how the social customer is going to demand it. Maybe not tomorrow...but certainly by next week.
5 of 5 people found the following review helpful
5.0 out of 5 stars The definitive book on the subject of Social CRM 20 Dec. 2009
By Brenton Leary - Published on
It takes a special person to write - in the words of numerous industry experts - the bible of customer relationship management (CRM). But it takes Paul Greenberg to do it twice, which is exactly what he's done with the release of the 4th edition of CRM at the Speed of Light.

The previous editions of the book covered all aspects of traditional areas of CRM, from both a technical and strategic standpoint. But much has changed since the 3rd edition was written. Social networks and media - not even a blip on the enterprise screen in 2004 - is front and center now, especially in terms of how customers use it to engage with vendors. This edition of the Speed of Light is all about understanding today's socially-empowered customer, and how to transform traditional CRM strategies in order to more meaningfully connect with them.

The book covers every important development impacting vendor/customer relationships, including cloud computing, SOA/REST platforms, BI/analytics, process mapping, customer experience management, the collaborative value chain, and many other concepts. Greenberg also includes case studies on how organizations in a wide variety of industries (including the public sector)are using tools and strategies to build relationships in the era of social media.

With the book having more than 650 pages, the depth and level of detail Greenberg covers is unmatched by anything else you'll find on the subject of Social CRM.


I cannot recommend this book highly enough. It is required reading for anyone trying to create (or update) their strategies and processes for building great customer relationships today and in the future.
6 of 7 people found the following review helpful
5.0 out of 5 stars It is not a matter of 'if' but 'when' you will need this book 30 Jan. 2010
By Mitchell Lieberman - Published on
Format:Hardcover|Verified Purchase
My intent had been to write a review as soon as I finished reading the entire book. The problem is, I need to admit, I have not finished reading the entire book. This is not due to lack of effort, focus or any other excuse. See, I have read certain chapters 2 or 3 times, this put me behind schedule. The pages are scribbled on and dogeared. Well, there is one other reason, which did cause me to drag my feet a bit, but that is no longer a fair excuse. See, a running theme of the text is about Social - not the hype and buzz - rather why you as someone with customers needs to understand about it. Back to the reason I was dragging my feet, if you read all that Paul has to offer in this book, there will be less of a need for people like me - there I said it. But, that is not very social of me... Sorry for the delay.

I am a CRM practitioner, I help companies of all sizes to understand, develop a strategy and implement CRM solutions. I talk about it and I blog about it. My approach to writing this review is both about giving a potential purchaser a sense of what the content is about, as well as the approach taken by the author. While I might attempt to give you a sense of his writing style, I could not do it justice. Let's face facts, reading several hundred pages on a business topic with a large component of technology included might scare some folks - But NOT when Paul is the author! He talks to you, engages you throughout the text. He is having a conversation with you, about something he is passionate about, and that shines through.

What you might find useful are a couple words about the content. The customer - your customer is a new beast. Empowered, smart, demanding and value driven - by the way, they are vocal too. From cover to cover this is the focus. Whether it is about Sales, Marketing, Operations, Architecture, Technology or Analysis it is filled with information, and it is understandable by people. I do not just mean C-level, IT, Sales folks, Call Center Managers. There is not just 'something for everyone' there is a lot for everyone.

I hope you get as much out of this as I do (It is not a one time read!)
3 of 3 people found the following review helpful
5.0 out of 5 stars The first (and maybe only) book you need to learn about CRM 21 Dec. 2009
By Marshall Lager - Published on
Once upon a time, a smart fellow named Paul Greenberg wrote an awesome book about customer relationship management (CRM) in the modern era. It explained everything businesspeople need to know about how their customers are the ones with power in the relationship. It opened the door to new strategies for earning trust, eliciting feedback, and mollifying displeased customers. Everybody lived happily ever after.

Then the smart fellow named Paul Greenberg wrote a new edition of that awesome book, and it was even better.

CRM at the Speed of Light, Fourth Edition is far more than a reprint with a different cover; it delves into all the changes and additions to CRM practices driven by the rapid growth of social media. Blogging was still in its infancy when Third Edition was published. Today, blogs are a vital part of any enlightened business, along with Twitter, YouTube, and social networking sites. New examples of the highs and lows of customer experience have made their way into the public consciousness. Customers are more in control of companies' brand identities than ever before, and businesses are waking up to the fact that most of the conversations about them happen without their knowledge. This book takes all of this and more into account, and does it in a witty and engaging style.

I can't recommend this book highly enough, and not just because I'm quoted in it. Paul's work continues to be the standard of excellence for CRM analysis and thought leadership, and the changes in the world that happened after the previous edition need to be considered. Reading CRM at the Speed of Light is the smartest move you can make if you're looking for inspiration for your business.
3 of 3 people found the following review helpful
5.0 out of 5 stars CRM at the Speed of Light 12 Mar. 2010
By Seamus Walsh - Published on
Format:Hardcover|Verified Purchase
I for one was confused at where social media ends and CRM begins. Like many books I read this cannot be done in a weekend. Paul's ideas requires thought and this book needs to be savored. Paul Greenberg himself calls this book dense, I would agree, reading it allowed me to cut through the BS, naming conventions and flawed ideologies.

What I love about this book, besides Paul's humor as a defacto-dictator is he cuts through noise with an in depth look at customer relationships while labeling social media as a tools strategy. Paul's written words define how customer relationships are and where they are going without the jargon of the "tools dejour." If there is one book to read in 2010 this is it.
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