Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers
In today’s hyper-connected world, the customer isn’t just always right – they’re always online, always vocal, and always in control. That’s where CRM at the Speed of Light by Paul Greenberg comes in. It delivers a masterclass on how to thrive in the age of Social CRM.
This isn’t your grandfather’s customer relationship management. Traditional CRM, focused on internal processes and operational control, just doesn’t cut it anymore. Customers now expect transparency, engagement, and real-time responses. Social CRM flips the script, shifting the power from companies to customers. Greenberg shows you how to play the new game and win it.
In this completely reworked fourth edition, Greenberg explores how the smartest companies are using social tools to build genuine collaboration with customers. Think less call centers, more conversation hubs. Less control, more co-creation. The book unpacks how to build trust-based relationships where value flows both ways, not just through clever marketing, but through real engagement.
You’ll also get a deep dive into the latest developments in CRM technology, including vertical applications that tailor solutions to specific industries. Greenberg walks you through the CRM framework, explaining how all the pieces fit together – from strategy to software to culture.
Real-world examples keep the theory grounded. You’ll see how cutting-edge companies are leading the charge in customer engagement, using everything from social media platforms to collaborative customer service models. You’ll learn how your organization can start adopting these approaches today, no matter your size or sector.
Named the number one CRM influencer by InsideCRM, Paul Greenberg brings not just insight, but clarity, humor, and actionable advice to a topic that can often feel overwhelming. If you’re serious about creating a customer experience that matters, this book doesn’t just belong on your shelf – it belongs in your playbook.