CRM Automation (Paperback)

In CRM Automation, one of the world's leading CRM implementers gives business and technical decision-makers the hands-on guidance they've been searching for. Drawing on his experience with over 300 enterprise-class deployments, CRM Magazine columnist Barton Goldenberg offers a start-to-finish implementation blueprint that encompasses every area of the business that touches the customer: marketing, sales, customer service, field support, and beyond. Goldenberg starts with a clear, useful overview of CRM's goals, and the key "people, process, and support" elements associated with successful deployments. You'll walk through customizing a CRM strategy for your enterprise and evaluating today's latest CRM technologies; reviewing your existing customer-related business processes; identifying goals; and more. Goldenberg next offers a detailed 10-step blueprint for effective CRM, covering software selection, specifications, vendor choice, project management, implementation challenges, training, support, system administration, and more. He demonstrates how CRM can be used to promote e-Business, e-Services, and e-Marketing; how to cleanse customer data and integrate CRM with knowledge management systems; how to leverage ASPs to solve CRM problems; and much more. The book also includes detailed chapters on security, international deployments, and on CRM's future directions -- as well as a detailed analysis of 15 leading CRM packages.

Barton Goldenberg shares his unparalleled practical expertise on everything from security to internationalization, helping you avoid disastrous missteps—and transform the potential of CRM into long-lasting competitive advantage.

• Identify your goals and customize a CRM strategy for your enterprise
• Understand the 8 key issues that will make or break your CRM initiative
• Learn about the top 30 CRM software offerings
• Find out what 12 crucial questions you should ask before selecting a software vendor
• Preview tomorrow's advances in CRM—to better position yourself and take advantage of a ever-changing environment.

—Stan Davis, Author of Blur and Lessons from the Future

—Ken Blanchard, Coauthor, The One Minute Manager

—Beth Struckell,
VP general manager of food service and vendor sales,
a division of PepsiCo

—Bob McLaughlin, former vice-president, McGraw-Hill

—Wolfgang Martin, independent analyst and research fellow,
METAGroup

—Carol Burch, senior vice president of global business development for CRM,
SAP AG

—Patrick Bultema, CEO and president,
FrontRange Solutions, Inc.

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