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. 12, No. 1, January

CRM as a Strategic Differentiator
CRM's evolutionary path is based on one simple, yet deceptively complex tenet--provide the customer with outstanding service while optimizing company goals such as growth and profitability. Due to the difficult nature of satisfying every customer,...
CRM Market Set to Double: Recent Studies Predict the Global CRM Market Will Double within Six Years, and Suggest Explosive Growth in CRM Adoption across Every Segment-Especially On-Demand CRM
Good news for CRM vendors: CRM software investment, adoption, and product revenues are all set to rise, according to a recent report from market analysis firm Datamonitor. Though Datamonitor estimates the 2006 global CRM software market was worth...
Customers, Meet Your Makers: Thanks to Increased Adoption of CRM, Manufacturing Is Putting Things Together
Because manufacturers have little face time with the end users of their products, it's not surprising that the industry overall has traditionally made CRM a low priority. The market today mainly comprises a handful of multinational conglomerates--but...
Facebook's About-Face: The Social Networking Company Introduced a Marketing Plan Many of Its Members Hated-And Changed Course Accordingly
[ILLUSTRATION OMITTED] As if giving marketers access to user information wasn't enough, Facebook wanted to pave the way for marketers to snoop directly into users' personal pages. The initiative, known as Facebook Beacon, tracks members' purchases...
Fine-Tuning the Channel: They're Not Exactly Employees, and They're Not Quite Customers, but Your Channel Partners Can Be Equally Important-And You Can't Just Direct Them by Remote Control
the title of this magazine is CRM, not PRM, but the two concepts--different as they are--deserve to be considered together. Both, obviously, are about managing relationships; both can lead to great success if handled well, or disaster if bungled; both...
Fix What Works: The Ever-Evolving Journey toward Exceptional Customer Experience
MUCH HAS BEEN WRITTEN about the importance of companies understanding and addressing customer needs. The majority of the efforts we have witnessed focused on identifying areas of dissatisfaction, planning to address those problems, and resolving them....
Flying High on Customer Service: Honeywell Aerospace Had to Plot an Entirely New Flight Path to Navigate Often-Turbulent CRM Skies
[ILLUSTRATION OMITTED] Airlines often end up becoming customers as much by default as by choice. In a field where the average product costs $150 million, has components from hundreds of different suppliers, and has a lifespan of over 20 years, airline-industry...
Fresh Meat, Social Media Style: Hope You like the Taste of Crow-Or Foot-in-Mouth. Your Customers Are Serving It Up Hot
NOW THAT THE FRESHNESS and newness of social media have started to die down, I've decided that it's time for CRM to get involved. By coming late to the party, we get to be the "cool kids." (Actually, I got caught using social networks from work and...
Insuring Accurate Data: Insurance.com Cleans Up Its Customer Data-And Cleans Up, Period
* Tell me about your organization. We're an insurance agency. We primarily, as far as the agency is concerned, focus on [auto insurance]. We do sell other products, but most of those are through our partners. We're giving accurate, bindable rates...
Let's Get Digital
Interactive, three-dimensional displays are just as good as, if not better than, having the real thing when showing customers new products. The physical presence of products is crucial to effective marketing at events such as trade shows--potential...
Like Pulling off a Band-Aid
Inertia is a powerful force in the business world, because change can be intimidating when jobs and dollars are on the line. Leaders guide their organizations through transformation, overcoming reticence and resistance along the way, priming those...
Listen Up! Just Because Your Customers Are Calling in to an Automated Response Line Doesn't Mean Your Script Is Automatically Going to Work. Designing a Truly Interactive Conversation Is Anything but Simple
[ILLUSTRATION OMITTED] WHEN A MAGICIAN FANS OUT HIS DECK OF CARDS face down and asks an audience member to pick a card, any card, he's not actually allowing her to do so. Through a sequence of carefully worded prompts, the magician guides her to...
Moving Forward by Looking Forward: Customer Value Management in 2008 and Beyond
The Rosetta Stone of business is the ability to accurately predict each customer's "future value" to business performance. And while a customer's future value is somewhat related to their past behavior, it is curious how much time business leaders...
No Rest for the Wiki: Don't Worry: If You're Not Wiki-Ing Yet, You Will Be Soon
THERE'S AN OLD SAYING: Once is an incident, twice is a coincidence--and three times is a trend. After speaking at the Sales 2.0 conference in San Francisco, and after fielding numerous calls from new and established players in the CRM space, I am left...
Oh, Behave! It's Never Easy to Know Precisely What Your Customers Are Feeling-But You Can Certainly Pay Attention to What They're Doing, and Behavioral Targeting Can Lead to Actionable Insight
[ILLUSTRATIONS OMITTED] "I've found my perfect customers, and I know what they want." What marketer hasn't woken up having dreamt of being able to say those words? And yet even the most talented in the field have been more apt to wake up in a cold...
Oracle Openworld 2007
Even amid the late-year flurry of trade shows, user conferences, and product launches, Oracle OpenWorld has grown to a monstrous size--43,000 attendees piled into San Francisco's Moscone Center and snarled city traffic, much to the chagrin of the locals...
Providing Answers Is the Answer
It seems obvious, but the most important part of any CRM strategy should be to answer your customers' queries and concerns. Failure there means lost customers--end of game. For most products and customers, the primary interaction is to answer common...
Putting Asia in Your Pocket: Red Pocket Mobile Snags a Particular Prepaid Phone Market, with Help from VoIP Logic
[ILLUSTRATION OMITTED] Phone cards and pay-as-you-go phones are just about everywhere; convenience stores and electronics dealers have walls and racks full of them. This overabundance of availability means the pressure is high for a mobile virtual...
Quality Really Is Job No. 1: The "Single Version of the Truth" Is Impossible without Tools to Ensure Data Quality
AS NOTED in my previous column (see "Mastering Customer Records," December 2007, page 48), today's CRM applications depend on services-oriented architecture (SOA) to ensure that customer data is truly ready for business. But CRM without data-quality-infused...
Setting the Pace, Winning the Race: In the Contest for Customers, Providing a High-Quality Experience Is How You Cross the Finish Line First
HAPPY NEW YEAR! It's 2008, and the race for the customer continues at a fast clip. [ILLUSTRATION OMITTED] To win, you have to realize that it's a relay of sorts: Every department that impacts your customer throughout the lifecycle of that relationship...
The Big Rigs Get Revved Up: With an Updated GoldMine in the Driver's Seat, a Carolina Truck Dealership Steers to Unified Customer Information
[ILLUSTRATION OMITTED] The McMahon Truck Group, which operates three Mack Truck dealerships and a leasing company in North and South Carolina, had used FrontRange Solutions' GoldMine application for several years in its sales department, but rapid...
The Master Piece: As Unified Data Hubs Go Mainstream, Here Are Six Broad Strokes to Help You Master the Art of Master Data Management
[ILLUSTRATION OMITTED] Master data management--MDM. It's new, it's hot, and nearly every corporate technology department is talking about it--and for good reason. The problems associated with data quality have been building within enterprises for...
'Your Call Automation Sucks'
I'M THE EDITORIAL DIRECTOR of both CRM and Speech Technology magazines, so you can imagine my shock when I received an email with this column's headline in the subject line. At first I thought it was an email marauder attempting to sell me something....