Biographical Information
Barton Goldenberg
president, ISM
Barton Goldenberg (bgoldenberg@ismguide.com) is president of ISM (www. ismguide.com). Since 1985, ISM has established itself as a premier strategic adviser to organizations planning or implementing customer strategies to address digital transformation, data analytics, CRM, social media communities, customer engagement, and emerging technology initiatives. He is in high demand as a keynote speaker (www.bartongoldenberg.com) and is the author of four books, including his latest, The Definitive Guide to Social CRM. He is currently completing his new book, titled Engaged Customer Strategy: Your Roadmap to Success in 2030.
Articles for Barton Goldenberg
Applying AI Successfully to Customer Service
29 Aug 2024
Manage the challenges, realize the benefits.
How the GenAI-Metaverse Relationship Impacts CRM
10 Jun 2024
The two technologies together lead to better sales, marketing, and customer service experiences.
Integrating CRM, AI, and the Metaverse
15 Feb 2024
Futuristic-sounding customer experiences are now becoming reality.
VR Training Is Replacing Traditional Sales and Customer Service Training
20 Nov 2023
This new training paradigm benefits employees, customers, and the bottom line.
Spatial Computing: The Power to Transform CRM
21 Aug 2023
AR/VR is already making inroads with consumers, and CRM won't be far behind.
The Metaverse and Generative AI: Where Does CRM Fit into the Picture?
26 May 2023
The interaction of these technologies will form the future of commerce.
How the Metaverse Will Change Everything
24 Feb 2023
Leverage the technology to help you transform, or become the next Blockbuster.
What the Metaverse Can Learn from CRM and the Dotcom Bust
14 Nov 2022
The metaverse has enormous potential, but successful applications won't simply happen.
How Should Metaverse Pioneers Organize Their Efforts?
15 Aug 2022
Don't be late to the party or, worse, end up missing the opportunity altogether.
You Can’t Duck the Metaverse
02 Jun 2022
And you shouldn't want to: This is where your customers will go next.
It’s Time to Focus on the Metaverse
24 Feb 2022
Virtual worlds will be the most transformative technology in the next decade. Prepare your strategy now.
Eight Steps to Successfully Integrate VR-XR-AR into Your CRM Efforts
08 Nov 2021
Virtual reality, mixed reality, and augmented reality will be game changers for sales, marketing, and customer service.
Six Future-Ready Trends to Boost Your Digital Transformation
16 Aug 2021
Thanks to technology advances and the pandemic, we've passed the point of no return. Transforming your business must happen now
VR/AR: A Game Changer for Sales and Marketing
01 Jun 2021
Virtual reality/augmented reality is poised to remake CX.
The Key to Global Success? Global CRM
01 Mar 2021
Companies have to get all of their accounts rowing in the same direction.
Emerging Technologies Can Keep Your Digital Hotel Solidly Booked
30 Nov 2020
Virtual gathering places for customers benefit from collaborative and immersive apps like Zoom, virtual reality, and augmented reality.
To Thrive During COVID-19 Recovery, Shore Up Your CRM Foundation
09 Sep 2020
Three process pillars must be in place to steady your system
3 Ways to Enhance Customer and Employee Collaboration Post-COVID-19
29 May 2020
Now is the time to harness all the tools of customer engagement
CRM’s Critical Role in Successful Digital Transformation
02 Mar 2020
Putting customers at the center of your digital efforts involves sound CRM processes
How AI Is Impacting CRM (Already)
26 Nov 2019
More customer data leads to smarter AI, and the sky's the limit
6 Steps for Creating and Leveraging a Digital Assessment
04 Sep 2019
Here's how to ready your organization for digital leadership
Customer Engagement Has a New Destination: the Digital Hotel
28 May 2019
Branded social communities can be re-imagined as rooms hosting private meetings, public seminars, and places to socialize
5 Building Blocks for Digital Transformation
01 Mar 2019
Keeping up in these areas lowers your company's risk of being disrupted
Data Analytics Is Better, Easier, and More Critical Than Ever
26 Nov 2018
Successful companies have made data analytics a part of their DNA for a reason
How Tesla Gets Customer-Facing Process Right (Video)
17 Sep 2018
ISM Founder and President Barton Goldenberg presents a case study on outside-in marketing and customer-facing process modeling in this clip from his presentation at CRM evolution 2018.
5 Reasons Why Branded Communities Are Your Best Lead-Nurturing Platform
27 Aug 2018
You can invite who you want, and you control the information these communities yield
VIDEO: What is the Right Mix of People, Process, and Tech in a Sound CRM Strategy?
23 Jul 2018
ISM, Inc. President Barton Goldenberg breaks down the mix of people, process, and technology in a sound long-term customer engagement strategy in this clip from CRM evolution 2018.
VIDEO: How Clearly Do You Know Your Customer?
11 Jul 2018
ISM, Inc. President Barton Goldenberg explains the importance of having a clear understanding of who your customer is to effective CRM in this clip from CRM evolution 2018.
VIDEO: What's Your Roadmap for Multi-Year Customer Strategy Growth?
02 Jul 2018
ISM Inc. president Barton Goldenberg explains why it's important to take the long view when developing a customer engagement strategy in this clip from CRM evolution 2018.
Customer Success Takes Engagement to the Next Level
01 Jun 2018
When customers buy your product or service, the relationship is only beginning.
Your Customer Data Is Limitless, and So Is Its Value
08 Jan 2018
Your company can either navigate the digital deluge, or be swamped by it.
Make Your Customer Engagement a Closed Loop
29 Sep 2017
Choose channels, gather data, create profiles, analyze, deliver right message at right time. Repeat.
Contextual Relevance Is Critical to Capturing Customers
29 Jun 2017
They want information relevant to them, served up their way, not yours
Give Your Customers the Experiences They Want
27 Mar 2017
Customer experience management needs to be at the vanguard of your strategy.
4 Big Barriers to an Integrated Customer-Centric Strategy
01 Jan 2017
The key, as always, is data—and how you use it
‘Data On-Boarding’ Can Make Customer Profiles Whole Again
01 Oct 2016
A new technology links customers' online and offline data, giving you a single, comprehensive view
4 Digital Strategy Journeys
01 Jul 2016
These companies are grappling with their digital futures
Is Your Digital Strategy Ready?
22 Feb 2016
Map out your digital future now—your competitors are
Why Amazon's and Uber's Digital Strategies Excel
01 Jan 2016
A coherent digital vision is elementary
From the CRM Trenches: A 30-Year Perspective, Part 2
31 Jul 2015
Brace yourself: Mobility, social CRM, and wearables will create new challenges—and opportunities
From the CRM Trenches: A 30-Year Perspective
30 Jun 2015
Technology has changed everything but this: People are still the name of the game
Social CRM in Action
01 Apr 2015
Businesses discover the value of social communities.
The Bright Future of the Internet of Things
01 Jan 2015
Today's innovations are only the beginning.
The True Price of Channel Optimization
01 Oct 2014
Why meeting your customers where they prefer is key to your business survival.
Forging the Next CRM Frontier
01 Jul 2014
Integrated technologies hold great promise for the future of CRM.
Taking the Plunge into Social CRM
01 Apr 2014
Integrating social communities takes a true commitment.
Integrating Social Media Is a Strategy for Success
01 Jan 2014
Expand your insights with a hub and spoke model.
Software Advances Are Propelling CRM to New Heights
01 Oct 2013
Seven trends businesses cannot afford to ignore.
Happy Agents, Happy Customers
01 Jul 2013
Increased agent productivity leads to increased satisfaction.
The Future Is Now for Data Analytics
01 Apr 2013
Turn data insights into customer excellence.
The Emerging Integration of CEM and CRM
01 Jan 2013
Mapping out a customer journey is a two-sided process.
The E-Commerce Effect
25 Sep 2012
This key pillar of social CRM is changing the business landscape.
The Challenges of Global CRM
01 Jul 2012
Doing business in multiple countries adds new challenges to social implementations.
Mobile CRM: Nice to Have or a Business Essential?
01 Apr 2012
Don't risk becoming a digital dinosaur.
A Tale of Two Companies
01 Jan 2012
Why successful CRM is all in the mix.
The Real Value of Social CRM
02 Nov 2011
Leverage public social media and niche sites to drive traffic to your community
Overcoming Skepticism to Exploit Social CRM
09 Aug 2011
Many executives fear a healthy two-way conversation with customers
Three Cheers for Honest CRM Vendors
15 Apr 2011
Dishonest practices that overpromise and underdeliver must be rooted out
Marketing + Sales + CRM = Big Impact
31 Jan 2011
Winning formula links essential modules on the same platform
A Quarter-Century in CRM
04 Nov 2010
An industry veteran looks back at the lessons learned over the course of 25 years.
The Next 15 Years of CRM
14 Jul 2010
Your customer-centric business strategy must become a two-way street.
Your People Are Half the Battle
06 Apr 2010
You have a simple choice: Prepare your people or prepare for failure
Assessing Your CRM Situation
26 Jan 2010
You can't know where you are unless you look—and look hard.
The Final Steps Are Just the Beginning
01 Oct 2009
The Journey of Implementation — Part 3: A successful social media initiative merely opens up future possibilities.
The Next Steps Matter, Too
01 Aug 2009
The Journey of Implementation — Part 2: It's a bit like the Wild West out there — so be extra careful to conduct due diligence when choosing a vendor partner.
First Steps Are Always Critical
01 Apr 2009
The Journey of Implementation — Part 1: Before the design and deployment stages begin, planning is everything.
Taming the Digital Client in 2009
01 Jan 2009
Technology will pave the way to customer focus and cost-efficiency.
Technology and the Digital Client
01 Nov 2008
A new reality emerges for the people-process-technology mix.
The Digital Client Is Older Than You Think
01 Aug 2008
A three-phase approach to reaching social media maturity.
Is Your Contact Center Built for Multichannel Customers?
01 May 2008
The boom in self-service doesn't mean your agents are off the hook.
Multiplicity Means More
01 Feb 2008
Customers want it. Technology allows it. The Digital Client demands it. So why have so few companies mastered multichannel CRM?
Always On
01 Feb 2008
The new generation of consumers, clients, and customers is perpetually connected -- to the Internet, to you, and to each other. What can Web 2.0 do for you?
Web 2.0 and the Digital Client
01 Nov 2007
Handling the customers who represent the future of your business.
The Rise of the Digital Client
01 Aug 2007
Catering to this new breed of always-on customer will require a new approach to CRM.
A CRM Initiative's Bermuda Triangle
01 May 2007
Two best practice suggestions for preventing--permanently--user-adoption disappearance.
Execs, Not Tech
01 Feb 2007
C-level personnel will drive the CRM industry to new heights in the coming years--here's why.
Getting Executive Buy-In: A Pocket Guide
01 Dec 2006
Don't take it for granted, define the initiative's goals from the jump, and closely link the organization's business direction to the initiative.
Business Processes Must Precede Technology
01 Oct 2006
At implementation, too many organizations depend on CRM software vendors to supply needed business processes.
A Real-Time CRM Software Capabilities Test
01 Aug 2006
ISM's yearly winners must meet five functionality benchmarks to make the grade.
Transitioning to the NetGen Environment
01 Jun 2006
6 steps smart companies are taking today to compete.
Executive Support: The Most Important CRM Success Factor
01 Apr 2006
How weak, moderate, and strong support from the brass yield different results for CRM implementations.
The Future of CRM: Real Time
01 Feb 2006
Always on, always connected, will be the prevalent way to conduct business in 10 years.
CRM: The Past and the Future
01 Jan 2006
Born of contact management applications 25 years ago, enterprise software systems have come a long way.
Keeping the Faith
01 Nov 2005
A tale of two companies' implementation experience--one sings, the other doesn't.
'Information at Your Fingertips'
01 Sep 2005
These five business drivers will propel real-time CRM.
Real-Time CRM: A Business Revolution in the Making
01 Jul 2005
Three trends are bringing companies to the next logical step.
The Consumer of the Future
02 May 2005
The www generation crosses three generational cohorts.
Let's Keep to the High Road
01 Mar 2005
Learn from others' mistakes and stay focused on what's important.
5 Ways to Refocus Your CRM Efforts
13 Dec 2004
This year, seize new opportunities for gaining--and keeping--customer loyalty.
Who Really Owns the CRM Initiative?
18 Oct 2004
The vice president must own whether or not the users perceive value from the CRM application.
Don't Put the Cart Before the Horse
01 Sep 2004
In a successful CRM implementation process must always precede technology.
Whose Portal Is It, Anyway?
01 Jul 2004
The complexity lies in the decision of whose portal should run the desktop: the CRM portal or a more application-agnostic portal?
Customer Self-Service: Are You Ready?
03 May 2004
Analysts predict that by 2007, 70 percent of all contact centers will support Web-based service applications.
People Make or Break a CRM Initiative
01 Mar 2004
It is increasingly imperative to turn your attention to driving successful people-change now--before your competition does.
What's in Store for CRM
05 Jan 2004
Last year will be looked on as the year of renewal for the CRM industry; new technologies around the real-time enterprise (RTE) come into the picture in 2004.
Is Government CRM the Next Big Boom?
02 Jan 2004
Government agencies are under increasing pressure to control costs, improve productivity, and deliver better products and services, but government agencies also face their own set of CRM challenges.
CRM Is Not a Game of Chance
03 Nov 2003
Carefully consider and prioritize the business-functional, technical-features, and user-friendliness/support requirements for your CRM system--then move into the CRM-software selection process.
Service Is the Long-Term Winner
27 Aug 2003
CRM and the new customer service capabilities that it offers are becoming integral to companies using product/customer service excellence strategies.
CRM Drives the Real-Time Enterprise : What Lies Ahead?
30 Mar 2002
What is the Real-Time Enterprise?
Keep Your Priorities Straight When Implementing CRM
29 Oct 2001
When automating CRM functions within a company, business leaders must both take into account and priorities the needs of its different departments, and stick to those priorities throughout implementation.