on 5 December 2010
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.