Articles for Barton Goldenberg
How AI Is Impacting CRM (Already)
More customer data leads to smarter AI, and the sky's the limit
6 Steps for Creating and Leveraging a Digital Assessment
Here's how to ready your organization for digital leadership
Customer Engagement Has a New Destination: the Digital Hotel
Branded social communities can be re-imagined as rooms hosting private meetings, public seminars, and places to socialize
5 Building Blocks for Digital Transformation
Keeping up in these areas lowers your company's risk of being disrupted
Data Analytics Is Better, Easier, and More Critical Than Ever
Successful companies have made data analytics a part of their DNA for a reason
How Tesla Gets Customer-Facing Process Right (Video)
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
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?
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?
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?
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
When customers buy your product or service, the relationship is only beginning.
Your Customer Data Is Limitless, and So Is Its Value
Your company can either navigate the digital deluge, or be swamped by it.
Make Your Customer Engagement a Closed Loop
Choose channels, gather data, create profiles, analyze, deliver right message at right time. Repeat.
Contextual Relevance Is Critical to Capturing Customers
They want information relevant to them, served up their way, not yours
Give Your Customers the Experiences They Want
Customer experience management needs to be at the vanguard of your strategy.
4 Big Barriers to an Integrated Customer-Centric Strategy
The key, as always, is data—and how you use it
‘Data On-Boarding’ Can Make Customer Profiles Whole Again
A new technology links customers' online and offline data, giving you a single, comprehensive view
4 Digital Strategy Journeys
These companies are grappling with their digital futures
Is Your Digital Strategy Ready?
Map out your digital future now—your competitors are
Why Amazon's and Uber's Digital Strategies Excel
A coherent digital vision is elementary
From the CRM Trenches: A 30-Year Perspective, Part 2
Brace yourself: Mobility, social CRM, and wearables will create new challenges—and opportunities
From the CRM Trenches: A 30-Year Perspective
Technology has changed everything but this: People are still the name of the game
Social CRM in Action
Businesses discover the value of social communities.
The Bright Future of the Internet of Things
Today's innovations are only the beginning.
The True Price of Channel Optimization
Why meeting your customers where they prefer is key to your business survival.
Forging the Next CRM Frontier
Integrated technologies hold great promise for the future of CRM.
Taking the Plunge into Social CRM
Integrating social communities takes a true commitment.
Integrating Social Media Is a Strategy for Success
Expand your insights with a hub and spoke model.
Software Advances Are Propelling CRM to New Heights
Seven trends businesses cannot afford to ignore.
Happy Agents, Happy Customers
Increased agent productivity leads to increased satisfaction.
The Future Is Now for Data Analytics
Turn data insights into customer excellence.
The Emerging Integration of CEM and CRM
Mapping out a customer journey is a two-sided process.
The E-Commerce Effect
This key pillar of social CRM is changing the business landscape.
The Challenges of Global CRM
Doing business in multiple countries adds new challenges to social implementations.
Mobile CRM: Nice to Have or a Business Essential?
Don't risk becoming a digital dinosaur.
A Tale of Two Companies
Why successful CRM is all in the mix.
The Real Value of Social CRM
Leverage public social media and niche sites to drive traffic to your community
Overcoming Skepticism to Exploit Social CRM
Many executives fear a healthy two-way conversation with customers
Three Cheers for Honest CRM Vendors
Dishonest practices that overpromise and underdeliver must be rooted out
Marketing + Sales + CRM = Big Impact
Winning formula links essential modules on the same platform
A Quarter-Century in CRM
An industry veteran looks back at the lessons learned over the course of 25 years.
The Next 15 Years of CRM
Your customer-centric business strategy must become a two-way street.
Your People Are Half the Battle
You have a simple choice: Prepare your people or prepare for failure
Assessing Your CRM Situation
You can't know where you are unless you look—and look hard.
The Final Steps Are Just the Beginning
The Journey of Implementation — Part 3: A successful social media initiative merely opens up future possibilities.
The Next Steps Matter, Too
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
The Journey of Implementation — Part 1: Before the design and deployment stages begin, planning is everything.
Taming the Digital Client in 2009
Technology will pave the way to customer focus and cost-efficiency.
Technology and the Digital Client
A new reality emerges for the people-process-technology mix.
The Digital Client Is Older Than You Think
A three-phase approach to reaching social media maturity.
Is Your Contact Center Built for Multichannel Customers?
The boom in self-service doesn't mean your agents are off the hook.
Multiplicity Means More
Customers want it. Technology allows it. The Digital Client demands it. So why have so few companies mastered multichannel CRM?
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
Handling the customers who represent the future of your business.
The Rise of the Digital Client
Catering to this new breed of always-on customer will require a new approach to CRM.
A CRM Initiative's Bermuda Triangle
Two best practice suggestions for preventing--permanently--user-adoption disappearance.
Execs, Not Tech
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
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
At implementation, too many organizations depend on CRM software vendors to supply needed business processes.
A Real-Time CRM Software Capabilities Test
ISM's yearly winners must meet five functionality benchmarks to make the grade.
Transitioning to the NetGen Environment
6 steps smart companies are taking today to compete.
Executive Support: The Most Important CRM Success Factor
How weak, moderate, and strong support from the brass yield different results for CRM implementations.
The Future of CRM: Real Time
Always on, always connected, will be the prevalent way to conduct business in 10 years.
CRM: The Past and the Future
Born of contact management applications 25 years ago, enterprise software systems have come a long way.
Keeping the Faith
A tale of two companies' implementation experience--one sings, the other doesn't.
'Information at Your Fingertips'
These five business drivers will propel real-time CRM.
Real-Time CRM: A Business Revolution in the Making
Three trends are bringing companies to the next logical step.
The Consumer of the Future
The www generation crosses three generational cohorts.
Let's Keep to the High Road
Learn from others' mistakes and stay focused on what's important.
5 Ways to Refocus Your CRM Efforts
This year, seize new opportunities for gaining--and keeping--customer loyalty.
Who Really Owns the CRM Initiative?
The vice president must own whether or not the users perceive value from the CRM application.
Don't Put the Cart Before the Horse
In a successful CRM implementation process must always precede technology.
Whose Portal Is It, Anyway?
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?
Analysts predict that by 2007, 70 percent of all contact centers will support Web-based service applications.
People Make or Break a CRM Initiative
It is increasingly imperative to turn your attention to driving successful people-change now--before your competition does.
What's in Store for CRM
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?
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
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
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?
What is the Real-Time Enterprise?
Keep Your Priorities Straight When Implementing CRM
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.