Instructions
I've decided to do the fourth edition of CRM at the Speed of Light and am looking for suggestions as to what to put into it. This page is for that list of suggestions. I'm going to develop the outline for the book for the likely publisher by June 10 at the latest, so please, please, please get on this right away if you want to help. Please do the following:
- If you suggest something, please let me know who suggested it. Whoever did will get attribution in the acknowledgments of the 4th edition for their suggestion
- The suggestion for content should be explained a bit. In other words, not just, "definitions by leaders of CRM 2.0" but why I should do that.
- This page will close on June 7, roughly so I can write something up.
Chapter Possibility
I'm also open to entertaining one of you writing a chapter in the book which will get you contributing author status (that goes on the inside front part of the book - not the cover) and $500. 00. The likelihood, for continuity's sake is that it would be an appendix. So if you're interested, please enter the idea for the chapter in the section below and then email me a writing sample too.
SUGGESTIONS FOR INCLUSION
From Filiberto Selvas (filibers@hotmail.com, I think one key aspect to consider including (consistent with my small contributions across the pages of the Wiki tonight) is how the traditional CRM concepts of tracking, understanding and acting on the customer <> company relationship, need to now be expanded to tracking, understanding and acting on the relationships across many more entities: company <> customer, customer <> customer, company <> partner, etc. and How a major part of the engaging, developing of relationships will need to be focused on the “influentials” or “advocates” among those relationships and in turn how the “actions” towards those evolve from the “offer” to the “enable” (as in enable to apply the influence across those relationships). This would definitely be a chapter I would be willing to research and develop; likely jointly with others I know are interested in the same space.
CHAPTER IDEAS
Comments (6)
Glenn said
at 4:42 pm on May 8, 2008
I'd like to see a glossary of "CRM" terms. For example, what's the definition of "customer-focused strategy? Give me some examples. (The definition may be in the 3ed, but I don't have it handy.) I'd like to see samples of CRM Strategic Plans along with commentary on each's strengths and weaknesses.
Case studies on overcoming obstacles to user adoption would be welcome as well.
More examples from the nonprofit sector would meet this customer's needs:-)
courtnay said
at 6:01 pm on Oct 23, 2008
I want to translate it to portuguese, is it possible?
Att.
Courtnay Guimaraes
Paul Greenberg said
at 10:17 pm on Oct 23, 2008
Hi Courtnay,
Any translation isn't up to me. Its up to the publisher. I'm not sure what it takes to be the translator. I think there has to be a publisher willing to acquire the translation rights and then they hire someone to do it. Its out of my hands though I'm willing to ask McGraw-Hill what the procedure is when the time comes.
Best
Paul
courtnay said
at 10:54 am on Oct 24, 2008
Ok Paul, if they wanto to contact me here, feel free.
About the book, I'm writing a "MM" (maturity model) framework, like Gartner's one and this is what I want to see.
Other huge issue is that to me, CRM is a business practice, like accounting, marketing, sales... And a mix of all functions related to demand generation and full fillment. So, it's more like implementing a program, a organizational culture, like six sigma, project offices or similar things. That's why a stepped-path (like a maturity model) makes more sense to me.
What do you think?
BTW, I was to buy 3rd edition now, but I opted to wait till 4th is available, and I just saw a fast notion of planning at index.. .
Steve Celuch said
at 11:12 am on Jan 6, 2009
Hello Paul, I would like to suggest a chapter called, Customer Catalog. Customers typically interact with suppliers around a typical set of touch points, ie: Plan, Learn, Order, Track/Receive, Use, Resolve. Each touch point is comprised of certain events and each event is comprised of certain steps. By decomposing the touch points, customer behavior can be better understood and the supplying organization can better align it's support/delivery strategy. Identifying those important experiences when customers interact, they decide how they feel about the supplier and how they will deal with the supplier in the future. This catalog baselines the customer experience, and assessments made to see where target improvements can be realized to enhance the customer experience and increase loyalty. Regards, Steve Celuch (celuch_steve@bah.com)
Guido Oswald said
at 4:13 am on Jan 7, 2009
Customer Catalog sounds very structured and transactional - won't this bring us back to an (outdated) traditional CRM implementation?
What about the big picture - the glue between these events and touch points?
I agree that many companies still struggle with these basic requirements (and they are crucial to deliver high quality customer service and an outstanding experience) but I think this is more an IT issue (SOA and BPM could be an answer to this) rather than a CRM one.
I know that some CRM vendors have a kind of template-set to cover these requirements - the problem often is an expensive integration into the existing (BSS-OSS) infrastructure.
- just my 2 cents :)
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