Social CRM is critical to business success in today's hyper-connected environment. Customers' expectations are so great and their demands so empowered that a Social CRM strategy must be built around collaboration and customers engagement, not traditional operational customer management. It's the company's response to the customer's control of the conversation that makes Social CRM work. Written by CRM guru Paul Greenberg, , reveals best practices for a successful Social CRM implementation. Greenberg explains how this new paradigm involves the customer in a synergetic discussion to provide mutually beneficial value in a trusted and transparent business environment. Throughout this definitive volume, you'll find examples of the new strategies for customer engagement and collaboration being used by cutting-edge companies, along with expert guidance on how your organization can and should adopt these innovations. , reviews the latest technological developments in the operational side of CRM, including vertical applications, and explains the fundamentals of the multifaceted CRM framework. Find out why Paul Greenberg was named the #1 CRM influencer by InsideCRM in the completely recast edition of this international bestseller. Praise for -- Brian Komar, Director of Interacitve Marketing and CRM, Center for American Progress -- Brent Leary, CRM industry analyst and co-author of Barack 2.0: Social Media Lessons for Small Business -- Paul Gillin, author of and ." -- R "Ray" Wang, Partner, Enterprise Strategy, Altimeter Group, LLC -- Jay Dunn, Vice President of Marketing, Lane Bryant -- Jujhar Singh, Senior Vice President, SAP CRM Product Management