CRM Magazine

A monthly magazine covering news, issues, profiles, and trends in the field of customer relationship management. Focuses on the integration of technology and organizational strategy to develop and maximize the potential of the relationships between organizations and their customers.

Articles from Vol. 10, No. 10, October

A Single Version of the Truth: CDI
Sayings like "customer data is the lifeblood of any CRM system" or "a CRM system is only as good as its data" have echoed through the industry for years. And for years vendors have attempted to answer the call of those recommendations with new, improved...
Beware the Faulty Satisfaction Survey: Market Research Firms Must Measure Complete Experiences to Help Clients Differentiate Products and Services
I RECENTLY reviewed the results of a market research survey conducted to identify loyalty factors and map the customer experience at the behest of one of my clients. The company that conducted the survey identified specific loyalty factors that my...
Business Problem: Salespeople Need On-the-Road Access to Opportunity, Lead Management, and Other SFA-Related Functions; Tech Solution: Mobile Sales Tools
Sales professionals understand the value of customer information when they're on the go. Sales organizations becoming increasingly diversified and disparate, so managers and salespeople need tools to keep them focused and educated with up-to-date sales...
Business Processes Must Precede Technology: At Implementation, Too Many Organizations Depend on CRM Software Vendors to Supply Needed Business Processes
MILANO MARITTIMA is a small town on the Adriatic I visited recently on vacation. I had the pleasure of watching Italy win the World Cup there, and was impressed by how well Italy and France had played. The two teams were like well-oiled machines, and...
CRM for Bleacher Creatures: Smaller Franchises Are Leveraging CRM to Increase Their Fan Bases
How has CRM improved customer relationships in sports? Some might cite the damage control associated with labor strikes, or the marketing frenzy connected to a playoff run. These situations do tend to get customer service issues attention in major...
Driving Direct Marketing's Next Generation: The Opportunity for Muscular Returns Continues to Grow
DIRECT MARKETERS TODAY can be forgiven for feeling harried now that they have to scramble to prop up sagging response rates in traditional vehicles (which recently prompted a client to remark, "The harder I bail, the faster I sink!"). To keep up direct...
Service Sells: Delivering a Seamless, Straightforward Customer Experience That Lives Up to Its Promises Can Help Companies Get Repeat, More Profitable Business
Winning and keeping new business is at the top of any company's wish list. But as commoditization continues, the service-and-support factor is often the missing link to building brand loyalty and retaining profitable customers. As companies across...
Surprises, Setbacks, and a Sleeper Hit
BOLD MOVES can be both a blessing and a curse, especially in relation to mergers and acquisitions. A move that had been conceived as a smart, strategic one may frustrate customers waiting for integration woes to be solved. Still, the prevailing theme...
The 2006 CRM Market Awards
The CRM software market suffered its share of highly publicized financial nightmares this year, but simultaneously continued to grow for the second consecutive year. The market for CRM software revenue worldwide totaled $5.7 billion in 2005, a 13.7...
Tie-Ins: They're All about the Booty (Arrgh); This Past Summer's Disney-Fueled Pirate Craze Forces a Question: What Does a Station Wagon Have to Do with the Jolly Roger?
Soccer moms? Maybe. Kid friendly? Sure. But when you think lawless renegade, chances are you don't think Volvo. Surprisingly, a good way to open the viral marketing treasure chest, it turns out, is to pair seeming oddities of pop culture. [ILLUSTRATION...
Unicorns, Yetis, and SaaS Dangers
Okay, so toads don't give people warts and if you cross your eyes they won't stay that way. However, old wives' tales concerning SaaS are proving significantly harder to debunk, as Jim Howard, CEO of on-demand content management solution provider CrownPeak,...
Unreality Shows: They're Just a Way for Grown-Ups to Play Dress Up
IT'S FITTING that I am contributing a column about so-called reality TV in October, as Halloween looms. This is because at their hearts, reality programs are costume parties. I realized this while watching the latest one, Who Wants to Be a Superhero?,...