In This Episode                         

"If a customer likes you and continues to like you, they'll continue to do business with you. If they don't, they won't. And the reality is that's all we're doing...ever. I don't care how complex that gets because every customer is a different human, but it's all we're doing is something that says we need to get them to keep liking us. And keep liking us means make it convenient for them to transact and interact with you in ways to when they've got an idea in mind what they need to do, they can get it, do it and be done."

Paul Greenberg  joins Alan Berkson to discuss what Paul describes as the commonwealth of self interest -- how organizations can engage with their customers and stakeholders for mutual benefit. 

Paul Greenberg is founder & Managing Principal of The 56 Group, LLC, an advisory firm, focused on customer-facing strategic services, including CRM, customer experience and customer engagement strategies. His book, CRM at the Speed of Light now in its 4th edition, is in 9 languages and been called “the bible of the CRM industry”. It has been used by more than 70 universities as a primary text. 

Currently, Paul sits on the Global Advisory Board of the SEAT Consortium as the only non-sports professional of a sports business professionals organization. Prior to this, Paul has been the EVP of the CRM Association, the Chairman of the University of Toronto’s Rotman School of Management CRM Centre of Excellence Board of Advisors, a Board of Advisors member of the Baylor University MBA Program for CRM majors, & co-chairman of Rutgers University’s CRM Research Center. 

Paul works both with customer-facing technology vendors and practitioners to craft go-to-market strategies, engagement programs, product development road maps, marketing/messaging & outreach among other things.

Paul is considered a thought leader in CRM and often called “The Godfather of CRM.” He has been published in numerous industry and business publications over the years. He was elected to CRM magazine’s CRM Hall of Fame in 2010 – the first non-vendor related thought leader in its history. He also writes on customer-facing matters for CBS’s ZDNet high profile tech media property ( He has won dozens of industry awards over the years in CRM, marketing, sales, and customer service as an influencer and thought leader. 

He has just released a book on customer engagement entitled “The Commonwealth of Self-Interest: Customer Engagement, Business Benefit” (He also will be launching a new blog in addition to his ZDNet blog, called “The Science of Business, the Art of Life and Live from NY…” and a podcast “The Commonwealth” in mid-2019.