- ٠ ■٠:: ٠ Paul G re٠em£ £ RG^ _ ٠ ٠ ٠- forew ord b)^M^c BeniofF,٠Chai‫؟‬if?5hj‫ ؛‬n d € E ٠0 , saTe^o^ ٠ < ^ ‫؛‬i ٠‫y owned, 39 product-focu.sed, 11-12 SAP, 279-281 Edeiman PR firm, 160 Edelman Trust Barometer, 23, 99-101,392 EDGE network, 241٠244 E-Government Initiative 634 Elastic Block Storage (EBSJ, 468 Elastic Com puter Cloud (EC2), 464,471 Elastic IP addresses, 468 ELAvate platform, 404-405 ELAvate SOA, 230-232 ElevenMomsblog, 160 Eliason, Frank, 361, 364-366, 378-380 Ellison, Larry, 462,472 Eloqua, 330, 331-332 e-mail downtime, 447 ExaetTarget, 331 Gmail application, 465 Silverpop, 332-333 e-mail marketing, 314,331, 334-335 e،Marketer, 21 embedded phones, 616 EMC corporation, 471 emergent collaboration, 83-84 eMetrics Marketing Optimization Summit, 576 emotion, 70-71 employees blogging for, 161 collaborating with, 299-300 natural leaders, 479-480 engagement ratings, 313-314 engaging customers, 216-219, 477-482 576-579 enterprise, collaboration and, 299-300 Enterprise 2.0 CRM and, 93-96 definition, 83-85 need for 83-91 strategies, 69,94-95 tools for, 91-93 vs Web 2.0,7 Enterprise 2.0 blog, 594 Enterprise Irregulars, 359 enterprise reporting, 554 enterprise SOA, 420-429 enterprise value chain, 253, 255-256 enterprise wikis, 130-132 Epinions, 25,357 evangelism, 565-566 EVC (extended value chain), 254, 263-265, 271 EV-DO network, 241 cver>thingiCafe, 359 ExaetTarget, 331 experience economy, 59-65 Experience-Based Differentiation (EBD), 377 extended value chain ( E \ , 254, 263-265,271 Extensible Markup Language S eeX M l extensions, 84 F Facebook Carnegie Mellon study, 99 as customer service tool, 362-363 irate customer groups, 362-363 marketing via, 321-322 Facebook groups, 201-203 Fachagentur Nachwachsende Rohstoffe(FNR)٠188 facilitated user communities, 203-205 fake blog (flog), 160 Fashionology LA, 55-58 Fauscette, Mike, 269-270 FCR (first contact resolution), 349 FEC (Federal Election Cximmission), 408 Federal Election Commission (FEC) 408 FedEx, 272-273 feedback See also comments; conversations actionability of 570-571 fi.iture trends, 626-627 monitoring, 153 Planet Feedback, 153,154, 355-336 Singapore CRM initiative, 393-394 Feedback 3.0,626-627 feeds FriendFeed 116 RSS feeds, 171,296 Sugar Feeds, 459 Twitter,214,561 Ferrari, Vincent, 343 Firaxis, 114 first contact resolution (FCR), 349 First Union, 556 FirstGov.gov, 396 Flickr photo sharing site, 49-50 flog (fake blog), 160 folksonomies,41,132-134 Force.com, 464 forecasts, 618-630 form factor, mobile CRM, 241 Forman, Mark, 382 Forrester Research, 226,336,376 Fox News Channel, 313-314 Franklin-Hodge, Jascha, 411 653 654 In D٤X free trials, 597-598 freebies, 515 frequent flier miles, 567-568 ‫؟‬riendFeed,6‫اا‬ frontZback ffice in te n tio n , 25‫ ب‬65٠456 ‫ ؛‬rost and Sullivan, 7‫ و‬-81 ftjel prices, ^ 15 Futu W o r k s , 565 Galinski, Art, 641 game industry, 10^106 GAO (Government Accountability office), 58^590 Garfield, Bob, ^ Gartner Research, 118 gasoline prices, ^ Gayloni, w ‫؛‬chae!١272 Google Alert, 155 Goog‫؛‬e Blog Search, 155 Google Gadgets^ 462 Google map08‫ ؛‬407‫ﺑﻰ‬ Google searches, 14,156,155 governance, risk, and compliance (GRCJ, 54‫؟‬ government See also p u b lic s ^ o r CRM administration of, 58^591 A'Space, 656 b u r^ c c y ,6 5 citizen pardcipation in, 5‫ ﺧ ﺬ‬59 ‫؛‬ constim ent^ 584-588, 412^14 E.Government Initiative, 654 homeland security,656-‫س‬ informationZintelligence, ١% ‫ﻵب‬ ،1 ‫؛‬ntellipedia, 656 interaCtions with, 581-585 IT upgrades, 589-5.5 NatiOdal Performance Review, 634 need for.81‫و‬ public safoty, technological advances and, 64‫ ﺳ ﺔ‬47 Web 2.0 te c h n o lo and, ‫ ؟‬eekBriefi۴^,17i General Motors Fastl^ne, 127 General Public License (GPL), 4‫ ﺑ ﻮ‬455 Genetal Services Administration Generation c, 22-28 Generation X number o f ^ p l e in, 20 Social Cr W and, 18 vs Generation Y, 19,20 W0 r ^ a c e e x ۴ ctati0 ns,21 Generation Y impact ‫ ا؛‬18- ‫؟‬ managing/working wdthj 86 n u m ^ r o f ۴ ople in, 20 online vs stOre purchasing, 21 Sociid CRM a n d lB-22 vs Generation 19,20 ‫ا‬ workplace e l a t i o n ، 21,86 Genseme‫؛‬,‫ ؟‬on^»^^10 Germany, Julie, 585,4 ‫س‬ GelSatisfa٠ ion site, 202 G&H International ^rvices, Inc.,‫ ؟‬l GJanforte, Greg 3.7-369 G!fason,^dlian١551 Gilliat, Nathan, 55‫؛‬ G‫؛‬lIin٠Pau] 145-146,172,528 Gilmore, James, 14.59‫ ﻟ ﻪ‬, 6 ‫ذخ‬ Glam.com, 18 Global Neighbourhoods 175 Global Retail Markrtera Association (GRMAJ, 525 5Mdlog,57‫؛‬ Gmail application, 465 Gc^dard N o ^ e n , - Godin, Seth 52-54,511,594 Godwin, Bev.596 Go!dderg, Evan, 448 G oldfin^r, Jim, 289 Goldnune.240 GTOgle, gro^^h of, 24 ‫ة‬ ‫ﻵ‬ ‫ﻶ‬ ‫ﻣ‬ ‫ﻵ‬ Government Accountability O ffi« (GAO),38‫و‬-3‫ﻫﻮ‬ GP‫ ؟‬chips,2i6 Graham Technology, 542 GRC (governance, risk, and cOmpliance) 254 Greenherg, P a ^ (blog)593 ‫؛‬ Greenlxrg, Robert (gob), 386, 6347‫ةا‬ Grim۶ ^ h ٠55‫ ؟‬٠55۴٠55‫؟‬ GRMA (Global Rerail Mariceters Association), 525 groups, 44 G sA (General Servian Administration), ^ 387,396 H ^ 113 ‫ﺧﺰادرﻟﻞﺀ‬2, 1,2 ‫؛‬ H ^ ‫؛‬I‫؛‬on, Editii, 444 Hamilton, Justin, 584 handheld de١ rices, 616 Handler,H0ward,312 handset browsers, 250 Hari۶f-Davidson» -5 ^ , 574 HartiCy,Ted,542_ Hasan» Sy«l, 75,76,571 H atch 4 ‫؛أ ؛‬ H ayzlett.Je^y , 151 hejlth care system, 49,274-276 Helio, 247 H elp stre am ^ 7 ‫ب‬ Hernandez, Mike, 628 Hewlett-Packard WaietCooler tool, 559 HGTV website, 138 Hierarchy of Needs, 310 Hill, Richani, 243 Hillery,_George, lr,١199 Idlnchcliffe) D io n ,9 , 594‫و ؤ‬ HiveLive.620 homeland security,636‫س‬ honesw 157-159 Howell, Bill, 284 HSDPA n e tw rk , 241 Hsieh, Tony, 88٠ , 90,165 HubspoL314-315 T h e H u f n ^ Post, \ ‫ﺓﻷ‬ Hulu niodel, 512-313 humanization, 101-103 Huth, Bob,4 9 ‫ﻣ ﺆ‬ ١٠ laaS (infrastructttre as a service), 46‫ ؤ‬4 IBM blogs, 161 "inquisitive consumers,'' 68-69 M alstory acquisition, 2‫ح‬ ‫ ؛‬27‫ة‬ IBM Lotus C o n n ^ io n s , IBM Notes1 ‫«؛‬ IBV (individual brand value), 574.575 ICE (infomtation, communications, entertainment) industry, 521 ID Software, 106 IDC (International Data Coriroration), ^2 Idea Bank Com m unity,40‫ة ئ‬ IdeaExchange, 57 ideal^unch, 356 identity,4l-^5 IDM (interactiw digital media), 394 iEnterprises.236 lH‫؛؛‬e0 ‫؛‬recT٧ blog, 5^155 l-HSPDA (In te rn e High Siwed Packet Data AcceSs), 38‫؛‬ IM (instant mess٠ ng), 42 in d e^n d en t opiniOn, 175 independent sOlutions vendors ( is y s ) , ‫ ؟ ؟ ؟‬, 27‫؟‬ lndino۴ lus» Michael, 19^196 individual brand value (IB٧ ), 574.575 infomtation, communications, entertainment (ICE) industry, 521 information aggregation, 175 information resource, 592-594 information tools, 48-50 infrastrtteture as a s e ^ c e (laaS), 463-464 Innovation Jams, 225 Index InsideVicvv, 136.306-309 iiv٠lani messaging (IM), 42 Institute for Politics Democracy and th.e ln‫؟‬em et (IPDI), 400 intitutionali'^ition, 101-103 integrated applications, 606 intellectual property (IP), 45^57 intelligence, sa!es, 304-309 intelligence information, 187-188 Intelli^edia, 187-188,636 intent-driven organizations, 116.120 interaction levels, 51-52 interactive digital media CIDM),394 interactive marketUtg, 323 interactive spending levels, 124 internal communications 487^89 International Data C o lo tio n ( 1‫ﻻ‬0 ‫ ا‬268-269 Internet getting news ^ m l l politiC an d ‫س‬ power of, 13 researching praiucts/servic« on 24 ]3 security,^ as source o f political news/ in fo rm atio n ^ ! v s.d ^ watching, 18-19 Internet data transfer 467-468 Internet High Speed Packet Data ٨ cces‫ ؛ ( ؛‬-HsPDA),238 Internet searches, 24 intermption marketing, 312 interview^ vendor, 59۶ in١en io ^ ١cun۴nt value of 26‫ذي‬261 IP (intellectital property), ‫ ؛‬5‫ ؤ‬4 IP addresses 468 1P1)I (Instirote for Politics I3emocra٩ and the Internet).00‫ذ‬ iPhone.74 1246 ,١235.239,244‫ة‬ iPcdl^l Israel Shel, 173-174 iSt^;k۶hoto.com 176 lS١’s (in d e^ n d e n t solutions vendors) 269.270 iterative learning 489 i٠T\mes, 129.1 7 ‫ ا‬3 ‫ا‬ IVR products, 18^181 Jarvis, leff 159 J.‫ ؟‬Power١18 Jefiries, Alex, 305 ١ \vi١ iuai7 lohs, Steve 317 Johnson, Chris,6 4 ‫ه‬ Jor.es.Carol, 140,141 ‫؛‬،)urnalist5,25, 150 Judaeus, Philo, 382 K Karmaloop, 206-209, 565-566 Katz, Bmce, 350-351 Kausliik, Avinash, 578 Keating, Perry, 387-388 Kennedy John R, 381.-382 key perfomiance indicators ( ‫ ؛‬Pis) 259-260,486 Keyes, Jim, 201 keywords, 133.Set’«‫ﻻئ‬ tagging; tags KickApps, 227 Kingstone, Sheryl, 236237 Kirkby, Jennifer.570571‫ت‬ KLM Club Chitiii/Afr ica, 213-215 knowledge base, 375 Kobza, Kim, 229-230 Kotlak Callery, 233-234 Koeppel, Harvey, 222-225 Kohler and Company 321 Koral, 300 KPls (key performance in d i.to rs), 25^260, 86487 Kumar, Prem, 164 Kumar, Ѵ-,56575- 572 ‫ﻟﺔ‬ Kundra, Vivek 389.636 Kutcher, Ashton, 328 ‫ﺍ‬ l.afley.AG.,58,328.456 Lager, MarsJi^l, 496-491 U n e Bryant 209210 laptop st'yle study, 72-73 lead generation 285.294.297 “lead users,” 272 leads, 285.297‫ذ‬9 9 ‫ ا‬2‫ﻣ ﻮ‬ leads, blind, 538-539 u١ ary, Bre'nt, 173.594 Leather", Doug 501-502 6‫ﻣﻤﺎ‬٠Dick, ^ ,5‫د‬ legal depar٠ tment, 158 I^Roy.5 ‫وا؟ﺀإ‬ leverage, 227 Divine Rick, 315 i^vitan Jeff, 580-581 l^wis, Cali, 171 ‫؛‬-‫؛‬.Charlene, 121.335.578 Li, Mei,450 license fees 640 I.ieberman Mitch 451 lif‫؟‬styles, 23-24 Lifetirrre Fitne:^, 443 ‫؛‬ifetime value {LTV), 584 lingtristic tK hnolo^es, 338 Liilkedln,27 links blogs296 ‫؛‬ described 84 to resources, 158 Lithium, 227 Liu, Bing, ^ Liu, Diwrence, 216 LiveWorld, 227 location, 42 location-based mobility, 246247 Locke, Christopher., 315 Lonergan, Declan) 434 lo n g - te ^ customer relationships, l^pez, Jennifer, 330 L’Oreal products, 301 l^ros Conne^ions,91-92, 149145 Lotus Notes, 140, 297-298 ^ t u s Notes user groups, 297-298 Lotus Sametime, 143 t^msLive Engage 467 low-value ntstomers, - , 5 loyalty, customer, 70,505, 565-572 ^ y alty Lab, 330334.336 ‫؛‬ LT۶ (lifetime value), 584 ‫؛‬urkere.183,217 Lusch,RobertF,.3]9 Lutz, Boh 157 "luxe" market, 78-79 Lye, Anthony 104-105.210, 3093‫ ة‬1 Lyons, Dan, 317 M Mac forums, 353 Mader., Stewart 93 magazine advertising, 11 Managed O bje^s 447 Ma‫ ^ ؟‬Michael, 1 ‫؛‬ marketing See advertising Cass on 337 challenges, 319315 Cluetrain model, 316316 company-centric, 319320 conversation monitoring, 326330 customer-centric, 329322 e-‫ ؟‬iail.314, 335- 31.334‫؛‬ influences 328 interactive, 323 intemrption, 312 lea‫ ؛‬generation, 285,299297 multichannel message 65 new view of)310 old vs new methods, 318-322 p r^uct-centric 319 Jjush337‫؛‬ Social media and, 322-330 Tanner on, 349341 traditional 314 "value-in-use." 320 via Facebook 321-322 vs sales, 8 w ord-o^m outh 25,322 marketing automation, 39334 Maslow, Abraham 310 655 656 Index master data management (،MDM) 526-534 MasterCard commercJai, 73-74 Mattellnc ^ Mayfield, Ross,191^ 181,1- 77 ‫ل‬ 194-196 McAfee, Andrew,8 ‫ي‬ McKay, Lauren, 626 MDM (master data management), ^ media, social, social media Wedsl‫ ؟‬ry١274-276 M eritalkjses Merrifield, Rick, 422 metrics considerations, 338 customer sendee 349,353 loyalty ٧s advocaity, ^ N‫ ؛‬t Promoter Score, 568-572 renrrn on customer, 584.585 Social CRM strategies for, 483487 Sterne on,57fr579 mhprofessional.ram, Micro Persuasion, 159 microblogging, 162-166 MiCTOSoft' on-premise applicarions, 440 partnerships,2 6 ‫ﻟ ﺞ‬, 3232‫ و‬١ Microsoft Artjre cloud infrastm rture, 464,472 MiiTOSoft Dynamics, 227,236, 284,404406 Microsoft Dynamics CRM, 236, 404-406 Microsoft Public Se-148٠624 Vargo, Steven, 19 \'AR.s (value-added resellers), 269-270 Vaultus, 236 vendor relationship niianagement SeeVRM vendors, 587-612 choosing, 601 compatibility, 590-591 competition, 600 considerations, 587-594 cost ojnsiderations, 589-590, 599-601 ()ulbert on 591-601 ailfura! issues, 590-591 customer service process, 605 demonstrations, 597 identifying issues, 603 implementation phase, 601-610 importance of, 588-591 iiiterviev،397 ,‫؟‬ mobile CRM applications 242 operational factors, 589-590 pre-selection checklist 594-595 pricing options, 599-66) public-sector CRM 403-411 RPl process, 595-601 RPP process, 598-599 sales support, 605 selection strategy, 491, 591-601,606-607 S \ platform, 226-228 technical factors, 588-589 trade shows, 592-593 trial offers, 597-598 tnist in, 590-591 Verizon network, 241 Verna Paul, 170 vertical CRM, Vessali, Kaveh, 407,409 Victoria’s Secret, 200 videogames, 105-106 video phones, 616 videos, 296,616-617 Vimeo, 296 VIPER (Virginia Interoperability Picture for Emergency Response), 643-645 Virgin Mobile USA, 312 Virginia, 408-409 Virginia Interoperability Picture for Emergency Response (VIPER) 643-645 Virtual Alabama, 640-646 Virtual USA, 643-644 VisibiePath,625 Visual Workflow process, 539-542 vita 22 vita comtemplativa, 22 Vizard, Mike, 46 VM Ware, 464,47! VoC (Voice of the Customer), 377 voice of cTistomcr, 65-67, 377.476, 570-571 as data type, 616 transcription, 616 Voice of the Customer (VoC), 377 von Hippel, Eric, 272 VRM (vendor relationship managment), 46-53 Carfi on, 47-53 Cass on, 337 health care system and, 49 interaction levels, 51-52 overview, 46 searches, 50 Searls on, 339 Social CRM and, 45-46 CRM, 50-51 VRM tools, 48-50 VSphere4 product, 471 Vtiger.461 w W3C (World Wide Web (^nsortium ) 418-420 Wales, Jimmy, 183 Walker, Jini, 640042 Wal-Mart blog, 160 Walmart.com, 13 Wang, Ra^, 526 W ate^^wler tool, 559 Web 1.0, 2,3 Web 2.0 applications, 620 cloud computing and, 467 considerations, 2-3 impart on public sector, 631‫ ف‬47 !icen«fee^640 vs Enterprise 2.0, Web 2.0 Rlog, 94 Web analytics, 70,576, See also anal>tics Web Anal^ics Association, 576 web se rv ic es.4 ^ Web ^rvices Definition Uinguage ‫ ؛‬W SD L419, ‫؛‬ Web Strategy blog, 594 Webb, Michael,5 ‫ة‬ webinars, 542 Webkin^ 200 web'Oriented archite^ire (WOA) 429436 websites, 592 Websphere 424 Weinberger,Dayid,315, 579 Weinberger, Josh 164 VV^ite, Paul, 542,545 white label platfornts, 222 Whyte, William, 99 Wiatt, Elizabeth, 55 wiki adoption, 8 ‫ؤ‬ wiki leadership) 186 Wikipatterns, 185 W iki^dia 17^177, 183 ^ ‫ا‬8٠175‫ت‬ 196 ^ n efits of, 132,177 challenge, 132,182-184 considerations, 194 content issues, 184 described, 13^131 enterprise, 130-132 examples of 187-189 integration with CRM systems, 182 simpIiCity, 177-178,18^187 Social CRM and, 17^182 tools for, 131 University of Hong Kong study, 43 uses for,9131 ‫اذ‬ Williams, 8111,212 W‫ ؟‬lis, John M ,464 ١٨^lson Brad, 265 WiMax technology, 238 Wimmer, Herman, 529 661 662 Index WipmitPure, 11‫ا‬ Wittig, Christian, 239 WOA (web'.riented architecture).4 ‫ﻣ ﻮ‬ Wolfenstein, 106 (Word of Mouth MarketingAssociation), 322 Woods, Steven, 332 Woodstock 211 word of mouth, 25,322 Word o f Mouth Marketing Association (WOM m A ),322 lx d ‫؟‬T‫^ ؟‬١ \I7 work.at-home agents, 368 workforce, transformation of, 85-86 vrarkpiace, cultural changes, 8‫ﺀ‬٠‫و‬1 World ofWarcrafr, 113 World Wide Web Consortium {W3C), 418-420 Wright, Will, 107 WSDL (Web Services Definition Language), 419 w Systems, 239 Ye‫؛‬p٠116,153,357,358,5 ‫ؤ‬ Yelp network, 246 Yildrim, Hatrice Rasak, 422 York International, 185,485 You'mbe,43,296 Y o u ^ ^ S١ ٠ phony Orchestra, 211- ‫ ذ‬12' ^ ,2 1 - 2 XML (Extensible Markup Language),418562 ‫ س‬19‫ا‬ XML tags, 562 Yammer, 165 Yas^,Max,211 Yelln, Emily, ^ z Zappos, 87-91,165,566 ZapThink 424 Z‫ ؛‬N etblog 94 Zoho, 461,5‫ﻵ‬ Zoho applications, - Zornes, Aaron, 526,528, 529-530 Zoykes, ^ [...]... make it that The Previous Three vs the Fourth If you’re a business person looking for what the first three editions gave you, don’t read this book This is the fourth edition of CRM at the Speed of Light, but it might also be considered the first edition of Social CRM at the Speed of Light and is a radically different book than the last three This one is more focused on the conversation that is now... that businesses need to act and new ways that customers are demanding to interact I've organized the book accordingly There are five parts in this book, each of which has several chapters Most of the book is the printed edition you have in your hands, but there are several digital chapters available at www.mhprofessional.com CRM AT THE Speed of L ight: Social CRM Strategies, Toots, and T echniques for. .. ours and they get inform ation back The better the information that they put in, the better the system works, and the service can help them— as individuals and companies— make better decisions That is the expectation of today and it has been rem arkably effective If we stopped doing what we are doing right now, though, the world would still change It is no longer the vendors that are driving what is... of how they could manage these changes Our company has seen this We have been following Paul for a long time Paul has always taken the voice of the customer and merging that with the most interesting technology trends, like Web 2.0, platform as a service, and an engine that absolutely fuels the customer/vendor relationship Paul has been talking about this with the very first edition of CRM at the Speed. .. Whitten, all of whom suggested parts of the ultimate solution No one had the whole thing, but then, that's what the wisdom of the crowd is for So here's what we're going to do We will offer up content to you and anyone who wants it— free of charge That content will be several chap­ ters of the book that will be strictly electronic and not in the printed tome There is a site—www.mhprofessional.com /greenberg/ —... Speed of Light But he did not stop there He rewrote the book from scratch, and then he did it again for the third edition And now he is doing it again for the fourth edition And guess what— he is on to something, and it is something I passionately believe in too This book is ultimately about collaboration In fact, it is so deeply about collaboration that Paul has taken a collaborative effort in creat­... accommodate it But how? This section will highlight the strategies for customer engagement and col­ laboration and the tools that are of value in realizing the programs As in all past editions, there will be a group of tools and vendors that will be highlighted if merited, and the actual technology, processes, and methodologies will be covered, describing how the company needs to collaborate with their customers, ... Everything and everyone ► To Google me: Enter the words Paul Greenberg ١ and CRM (that filters out the other Paul Greenbergs) Use the quotes around my name ► Want to work with me on new concepts? Sign up and befriend me on Diigo (www.diigo.com), the social bookmarking social netw'ork I mentioned earlier ► Want to work on the Social CRM definition? Go to the CRM 2.0 wiki, which 1 run at http:/ /crm2 0.wetpaint.com... there Before you go contacting your attorney to find out how to sue me for sexual harassment, hold up a minute and listen “1 want to poke you” goes to the heart of why I wrote this fourth edition of CRM at the Speed of Light, It is a reflection of the evolving Social CRM, which is markedly different from CRM 1.0— or CRM as you knew it and as I wrote about in all three prior editions It is an indication... thus the title of the last chapter of the book, “Bye Bye, CRM, Sort O f ” What I didn't realize is that many of the world's social, political, government, economic, and business institutions were going to be irrevocably changed, that the way we communicate would undergo a dramatic transformation, and the expectations we had of both individuals and institutions would be altered in ways that were unimaginable