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CRM Automation

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CRM Automation


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  • Copyright 2002
  • Dimensions: 7" x 9-1/4"
  • Pages: 320
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-008851-X
  • ISBN-13: 978-0-13-008851-2

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,

"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,

"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.

Sample Content

Online Sample Chapter

Successful CRM: Getting the People, Process, and Technology Mix Right

Table of Contents


About the Author.

1. Customer Relationship Management (CRM)—An Overview

Butting Life Cycles. Why the Current Doom and Gloom? Summary.

2. CRM: A Working Definition.

Components of CRM. Summary.

3. Successful CRM: Getting the People, Process, and Technology Mix Right.

People. Process. Technology. Integrating People, Process, and Technology. Summary.

4. CRM Strategy Formulation.

The 10-Step Approach to Formulating a Successful CRM Strategy. Summary.

5. Determining CRM Business Processes.

The Eight-Step Process Review Procedure. Summary.

6. CRM Business Application Trends.

Increased Consolidation and Mergers among CRM Vendors. Increasing Product and Marketing Focus on the Small to Mid-Market Niche. Movement Toward CRM Solutions with Web-Based Architectures. Increased Use of Analytical Tools in CRM Solutions. Increased Integration with GIS in CRM Solutions. Increasing Availability of Customer Lifetime Value Tools. Increased Capability for Lead Management. Increasing Availability of Supply Chain Management Functionality. Summary.

7. CRM Technology Trends.

Client/Server to N-Tiered. Portal Architecture. Field Force Automation. Configuration Tools. Wireless Components. XML Is Playing a Major Role. Web Services. Enterprise Application Integration. Application Server/Framework Architecture. ASP-Enabled Applications. Enterprise/Satellite Server Architecture. CRM and CCC Modules. Multilingual/Multicurrency. Graphical Workflow Mapping Tools. Business Intelligence. Summary.

8. CRM: Benefits and Problems.

Benefits of CRM. Problems with CRM. Summary.

9. A Blueprint for Effective Customer Relationship Management.

Step 1: Organize Your Project Management Team. Step 2: Determine the Functions to Automate. Step 3: Gain Top Management Support and Commitment. Step 4: Employ Technology Smartly. Step 5: Secure User Ownership. Step 6: Prototype the System. Step 7: Train Users. Step 8: Motivate Personnel. Step 9: Administrate the System. Step 10: Keep Management Committed. Summary.

10. Creating Your CRM Business Case.

I. Executive Summary. II. Financials. III. Recommended Technical Solutions. IV. Key Risks and Mitigating Factors. V. Operational/Organizational Impact. VI. Appendices. Summary.

11. CRM Software Selection and Implementation Roadmap.

Avoid the Quick Fix—Do Your Homework. Components of an Effective CRM Software Selection Process.

12. CRM System: Requirements Analysis.

Business Functional Requirements for Your CRM System. Technical Features Requirements for Your CRM System. User Friendliness/Support Requirements for Your CRM System. Summary.

13. How to Write Your Systems Specifications Document.

Writing an RFP. Summary.

14. Sizing Up Your CRM Software Vendor.

The 12-Question Software Vendor Evaluation Test. Summary.

15. The Importance of CRM Project Communications.

Announce Your CRM Efforts Internally. Carefully Select Your Superuser Group. Manage Your Communications to All CRM Initiative Participants. Keep Your Project Champion Involved. Maintain a Long-Term Systems View. Summary.

16. Eight Key Implementation Issues for Effective CRM Systems.

Step 1: Prepare for Your CRM Implementation. Step 2: Set Up an Effective CRM Project Management Team. Step 3: Integrate Legacy and Third-Party Information Systems. Step 4: Customize Your CRM System. Step 5: Pilot Your CRM System. Step 6: Roll Out Your CRM System. Step 7: Support Your CRM System. Step 8: Grow Your CRM System. Summary.

17. The Necessity of Training, a Good Help Desk, and Effective Systems Administration.

Training. Help Desk. Systems Administration. Summary.

18. E-Business and CRM.

What Is E-Business? Where Is E-Business Going? Summary.

19. E-Service and CRM.

Why Is E-Service Important? Who Provides E-Service Solutions? Customer Self-Service. Summary.

20. Ensuring Consistent Customer Service across Channels.

Current State of the Art. Benefits of Consistent Customer Service Across Channels. Leading Vendors That Offer Consistent Customer Service Products. Key Issues Related to Consistent Customer Service across Channels. Summary.

21. E-Marketing and CRM.

The Emergence of E-Marketing. Summary.

22. Knowledge Management and CRM.

What Is Knowledge Management? Developing a Knowledge-Based CCC. Summary.

23. Application Service Providers (ASP): An Overview.

ASPs: A Brief History. Broad-Based ASPs. Small and Mid-Sized Business ASPs. Specialized CRM ASPs. ASP Conferences. Pricing Model. Things to Consider. Summary.

24. Addressing CRM System Security Risks.

Addressing Security Weaknesses. Becoming Aware of the Risks. Sizing Up the Situation. Developing the Security Policy. Summary.

25. The Importance of Data Integrity.

Introduction. Lessons Learned. Summary.

26. CRM: An International Perspective.

Similarities Between U.S. and International CRM Implementations. Differences Between U.S. and International CRM Implementations. Summary.

27. The Future Direction of CRM.

Increased Executive Attention. Customer Contact Centers and Self-Service. E-Customers (B2B). Supply Chain Integration. The Real-Time Enterprise. XML, Wireless, and Voice Recognition Technologies. Integration of CRM, E-CRM, and M-CRM Applications. Thin Client Applications. Metrics. Implementation. Security and Privacy. People, Process, and Technology. Summary.

Appendix A: ISM's Top 30 CRM Software Selections.

Appendix B: Sources to Assist in CRM Software Selection.

Publications. Trade Shows/Conferences. Web Sites and Web Forums. Research Companies. Support/Training References.

Appendix C: Software Categories, Vendors, and Pricing.

CRM Software Applications. CRM Software Vendors. Pricing.

Appendix D: Glossary of Terms.




It is with great pleasure that I introduce the first edition of CRM Automation. Over the past 17 years, I have had the pleasure of working with more than 300 enterprise-class customer relationship management (CRM) deployments. This book attempts to share the lessons learned.

The book contains 27 chapters that include:

  • A definition of CRM;
  • A description of the people, process, and technology issues that impact CRM;
  • "How to" chapters on creating CRM strategy, putting together your CRM value proposition and Business Case, writing your CRM system specification document, selecting your CRM software vendor, and addressing CRM security risks;
  • Discussions on the significance of data integrity, the role of e-business, e-marketing, e-service, knowledge management, and international CRM issues;
  • A 10-step blueprint for effective CRM; and
  • A list of ISM's Top 30 CRM software selections for 2002.

Many individuals who purchase this book are also considering buying a CRM software package. To obtain comparative, extensive reviews of ISM's Top 30 winners, each of which has been evaluated against 166 business functions, technical features, and user friendliness/support criteria, I strongly encourage you to follow the simple instructions listed on the tearout card at the back of this book. You will be instructed to log onto ISM's Web site, www.ismguide.com, put in an access code PH2, which will provide you direct access to purchase a paper or electronic version of our 2002 CRM Software Reviews product. You will be able to purchase one, three, the Top 15, or all Top 30 review(s).

Please note that ISM's Top 30 software selections have been chosen as a result of testing dozens of CRM software packages currently sold worldwide. Each Top 30 software evaluation, which tests the vendor's latest commercially available release, lasts between one to three days in ISM's Software Testing Laboratory in Bethesda, Maryland. Fifteen of the Top 30 packages get designated to ISM's "Top 15" list. When you purchase a paper or electronic version of our 2002 CRM Software Reviews product, you also will receive full contact information for the winners.

Here are my best wishes that CRM Automation assists you in your CRM automation efforts.

Barton Goldenberg
President & Founder
ISM, Inc.
Bethesda, MD


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