Barton Goldenberg's CRM in Real Time is aimed at providing a guide for organisations considering implementation of a customer relations management (CRM) system. Its main target audience is medium to large‐scale businesses. As such, it would not appear at first glance to be particularly relevant to most libraries. However, to neglect it on this basis would be a missed opportunity for library managers. While the scale of CRM being discussed here is out of reach of most libraries in their own right, CRM is a very hot topic amongst many libraries' parent organisations. If our parent organisations are talking about, and in many cases implementing, CRM, we need to be knowledgeable about it, and involved in any implementation. Indeed, CRM may offer one road to the radical improvement in customer relations and service which will be required for the survival of libraries in many situations.
CRM in Real Time begins with an introduction to CRM, which provides a very useful primer to anyone looking to understand its basic principles, applications and benefits. In this section Goldenberg introduces his idea that the key to implementing CRM is the right mix of people, process and technology, each of which is treated in more detail in the next sections. Section 5 explains the critical issues in implementing CRM, with some detailed checklists and lists of questions which would be relevant to most large‐scale systems implementation projects, including systems such as library management systems. The final section is a fascinating discussion of future issues. Goldenberg discusses here the impact of “digital clients” on the future of business and this discussion is highly relevant to library managers. This discussion leads to his final chapters, which provide a picture of the emerging Real Time Enterprise (RTE). RTE “interconnect[s] a company's entire operations via internal and Internet applications to enable all information to be shared in real time.” (pp 272‐3) Once again, this is emerging as a critical consideration for the future directions of all types of libraries.
Goldenberg is the founder and president of a consulting company which guides firms on the selection and implementation of CRM, and this experience is apparent in the excellent case studies and practical guidance he provides. This alone would make this book indispensible for anyone contemplating or involved in the implementation of CRM. Placed alongside his analysis of future directions, this combination makes CRM in Real Time extremely interesting and relevant for any library manager with an eye to the future.
