Customer Reviews

CRM Automation

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3 star:		(1)
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I got this book as a free gift for attending a CRM conference. Some of the author's points are valid--the book was probably written before a lot of this material became obvious. (One of these days, I'm going to find a book that says "People issues don't matter if your company's managers don't have a customer focus or your firm doesnt have the necessary IT infrastructure in place." Can't wait for that.)

I worked for Lucent in the 1990s and would swear that we coined the phrase "People Process and Technology." Anyway, it's been worn pretty thin. The tone of the book was a bit pedantic and stiff and so I found it a bit hard to to get through. I like Paul Greenberg's and Jill Dyche's CRM books much better, though, and would recommend them over this one, along with a new book called "Why They Don't Buy" by Max McKeown that is definitely the go-to book for CRM automation!

As a primer I got this book, Jill Dyche's CRM Handbook and John Freeland's The Ultimate CRM Handbook. While you probably could use all three to get a full understand of a very broad topic, I personally found the other two to be more insightful.

CRM is a competitive necessity, yet implementing CRM often befuddles even the smartest executives. CRM Automation spells out a clear strategy for successfully implementing CRM; a strategy that will help companies achieve the most common goals for CRM: increased profits, decreased costs, and improved customer loyalty.

Do you have long & difficult to read management texts on your bookshelf - well this book won't be one for gathering dust. This is clearly written from the outset.

The author provides a robust definition of CRM, clearly outlines the components of CRM - so you know what CRM is. I love the definition "..... People Process and Technology". As an IT Manager with CRM experience this is the mix for any project but it is particularly important in CRM implementations.

Mr Goldenberg covers every aspect of good practice and real life examples. He guides us through the project lifecycle touching every aspect including strategy, requirements analysis, the evaluation of vendors/software and the CRM marketplace. The 10 steps for successful CRM implementations goes further by setting out the golden rules for success - ignore them at your peril.

This is not a theory book which was a great relief to me. There is no waffle in this book, it goes to the heart of CRM quickly but you are never left behind. The variety was excellent with many angles covering business, technical, tactical and strategic issues. Although written by the President and founder of a leading CRM Consultancy based in the US this book is not US biased - it works on an international basis and the author clearly has a grasp of the international context.

Anyone embarking on a CRM programme should read this book first. And whilst you are in the thick of the assignment - keep the book to hand.

Mr. Goldenberg's experience in the CRM industry shines through in this book. A great read for both vendors and prospective buyers of a CRM system.

I found this book to be an excellent guide to anyone planning or involved in a CRM implementation.

This book is essential reading for anyone who is considering heading down the CRM path. Barton has a wealth of knowledge and understanding that is reflected in his writing and he provides an excellent blueprint for what it takes to successfully implement CRM systems. He rightly points out that successful implementations require a balance between people, process and technology and while there are challenges, they can be overcome if these three elements are integrated appropriately.

His book is pragmatic from start to finish and contains example after example from companies that have implemented these types of systems. He gives advice on the types of issues you can expect to face and he talks through the lessons learned. It is a book that will both educate and inform, so if you're interested to learn more about CRM, this book will be an excellent resource.

A comprehensive and broad work discussing the issues which hinder success with CRM automation. Everything from proper Change Management, to Software Trends and Selection Techniques, to the tough issue of Data Integration are covered. Pragmatic approaches on how to improve your chance of success. Rich with case studies of positive programs and mistakes made. A must first-read for anyone contemplating a CRM investment and a good reference for those already down the road.

CRM Automation provides an insightful look into the CRM industry by someone that has "been there and done that". Mr. Goldenberg's vast knowledge and years of experience really shine through and there is much to be gained by everyone involved with a CRM project

In his book CRM Automation, Mr. Goldenberg distills his experience with CRM projects and provides the reader with a series of steps to perform at every phase of a CRM implementation. It attempts to touch upon every aspect/issue involved in a CRM project although not in great detail - which is not the intention of the book. In this capacity, the book is an excellent checklist for a project manager who needs to make sure all issues are at least addressed.