First published 2019
Modern customers demand control over their interactions with companies. They want seamless communication across multiple channels, instant service, and the power to engage on their own terms. Companies that fail to meet these expectations lose customers to competitors who understand the new rules of engagement. Paul Greenberg, known as the "Godfather of CRM" and author of the bestselling "CRM at the Speed of Light," tackles this challenge head on. He presents practical frameworks, strategies, and technologies that help businesses of all sizes engage customers effectively. Through dozens of case studies and expert insights from nearly 20 industry specialists, Greenberg shows what happens when companies adapt to customer expectations and what occurs when they don't. The book covers sales, marketing, customer service, and commerce transformations with concrete best practices and proven approaches. Written in an entertaining, conversational style, it offers strategic frameworks for enterprise leaders and detailed tactics for implementation teams, including customer journey mapping techniques that help structure company efforts around mutual value creation.
Genres: business, non-fiction, 21st-century, communication
Vibes: informative, practical, thought-provoking
Tropes: case-studies, practical-advice
430 pages · Hardcover · 56 Group, LLC