Today’s interview is with Paul Greenberg, best-selling author and founder & Managing Principal of The 56 Group, LLC, an advisory firm, focused on customer-facing strategic services. He is often called the “Godfather of CRM” and joins us today to talk about his new book: The Commonwealth of Self Interest: Business Success Through Customer Engagement, what engagement really is, the challenge and what we should be doing to improve how we serve our customers. This interview follows on from my recent interview – Given the choice 75 percent of customers would prefer to use messaging channels for service – Interview with Joshua March of Conversocial – and is number 313 in the series of interviews with authors and business leaders that are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees. Here’s the highlights of my chat with Paul: Paul has been focused on CRM (customer engagement) for over two decades and has been given the nickname “the Godfather of CRM”. If you want me to stay in my relationship with you, you’re going to have to know me. The Commonwealth of Self-interest is effectively a handbook on …