CRM Automation (Paperback)

by Barton J. Goldenberg (Author)

Editorial Reviews

Product Description
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.

From the Back Cover

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.

"This is the only book on CRM that has made it to my credenza." —Stan Davis, Author of Blur and Lessons from the Future

"CRM Automation is a blueprint for a successful CRM implementation." —Ken Blanchard, Coauthor, The One Minute Manager

"Barton Goldenberg's bottom-line approach to CRM makes this book a necessity to any company concerned with ROI."—Beth Struckell,
VP general manager of food service and vendor sales,
a division of PepsiCo

"CRM Automation gets to the heart of what a successful CRM implementation is all about-People, Process, and Technology. You can save hundreds of hours and thousands of dollars by reading this book before launching a CRM initiative." —Bob McLaughlin, former vice-president, McGraw-Hill

"Goldenberg's 18 years of experience and 300 deployments are wrapped up between the two covers of CRM Automation." —Wolfgang Martin, independent analyst and research fellow,
METAGroup

"Barton Goldenberg understands the CRM marketplace and the needs of businesses seeking a competitive edge. CRM Automation is a valuable resource for companies pursuing truly customer-centric business strategies." —Carol Burch, senior vice president of global business development for CRM,
SAP AG

"Barton Goldenberg proves once again that he is ahead of the curve in understanding the direction and future of customer relationship management."

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

See all Editorial Reviews

Product Details

• Paperback: 320 pages
• Publisher: Prentice Hall PTR (February 11, 2002)
• Language: English
• ISBN-10: 013008851X
• ISBN-13: 978-0130088512
• Product Dimensions: 9.2 x 6.8 x 0.7 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars See all reviews (14 customer reviews)
• Amazon.com Sales Rank: #1,311,697 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful:

2.0 out of 5 stars Some chapters were good, some were bad, all in all just okay, October 16, 2002

By A Customer

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!

6 of 6 people found the following review helpful:

3.0 out of 5 stars Okay, but not great, April 17, 2003

By A Customer

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.

1 of 1 people found the following review helpful:

5.0 out of 5 stars CRM Success, February 24, 2002

By A Customer

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.