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. 14, No. 6, June

5 More Community-Prep Steps: Sure, You've Covered the Basic Guidelines-But You're Not Ready Yet
SO YOU FEEL READY to launch your customer community? You've established goals and metrics; researched and selected the software, platform, and vendors; and determined the time and resources needed not only for implementation but for ongoing management...
A Community in Crisis: A Specialist in Real Estate Information Tries to Push Its Properties amid a Sea of Foreclosures
With a database of more than 23 million records compiled from more than 1,200 federal, state, local, tribal, and proprietary databases, Environmental Data Resources (EDR) is the world's largest repository of environmental information. But what good...
Analyzing the Workforce: Analytics and On-Demand Offerings Are Changing the Nature of Workforce Optimization
THE YEAR 2009 was a surprisingly good one for the workforce optimization (WFO) market, which includes quality management (QM) and liability recording. The WFO market continues to deliver compelling solutions and results, despite tough economic times....
Crafting a Community: Companies Can Corral as Many Customers as They like, but Any True Community Has to Truly Benefit Its Members-Customers and Companies Alike
In June 2007, parents, grandparents, teachers, and caregivers could be found digging through toy chests, examining contents of doll houses, and throwing away seemingly perfect play items. The international recall of more than one million toys left...
Crashing the Community: Nestle Feels the Crunch When Its Own Social Network Turns from Semi-Sweet to Dark
[ILLUSTRATION OMITTED] According to a study conducted by social media management firm Vitrue, organizations see an average value of approximately $3.60 for each "fan" they have on Facebook. A paltry sum? Well, if you multiply that by a few hundred...
Facing off with Social Media: Two National Hockey League Franchises Have Goals for Facebook and Twitter
Hockey often gets the cold shoulder when it comes to generating heat among fans. But at the Winter Olympic Games in Vancouver earlier this year, when the Canadian men's hockey team won the gold medal with a dramatic overtime goal over the United States,...
Is Your Community of Customers Sustainable? Eventually, You Have to Start Buying Your Competitors' Clients
SUSTAINABILITY is the up-and-coming issue for business, and CRM is no exception. When we think about sustainability, many of us think about some form of conservation--maybe something "green"--and that's not a bad place to start. [ILLUSTRATION OMITTED]...
Learn before You Leap: LeapFrog, a Maker of Educational Products, Gives Its Customers Something to Jump Up and Down About: An Online Community Powered by Lithium Technologies
[ILLUSTRATION OMITTED] LeapFrog, a provider of children's educational toys and games, is no stranger to the online space. In fact, Jaeme Laczkowski, the company's senior community relations manager, says LeapFrog has spent years developing online...
Marketing to a Community: Gathering Your Company's Brand Fanatics Together Is Only the Start. Now You Have to Mind Your Messaging
[ILLUSTRATION OMITTED] As more consumers connect to the social Web--and as their connections deepen and their interconnections multiply--they grow more powerful. A company pushing weak merchandise is far less likely to be able to hide behind catchy...
Measuring Your Social Marketing: In His New Book, Social Media Metrics, Jim Sterne Explains the Right Way to Gauge Your Success
The company with the highest number of Twitter followers doesn't necessarily have the best social media marketing strategy--or so says Jim Sterne in his new book, Social Media Metrics: How to Measure and Optimize Your Marketing Investment. Sterne,...
Postcards from the Edge: Just Because You Can Engage with a Community Doesn't Mean You Have To
IT'S BECOME an article of faith that online social communities have the ability to improve the relationship between consumer and company, so my thesis for today may border on the heretical. Here goes: Not all companies really need to engage with their...
Social CRM: Is Growing Up Fast
IT'S BEEN A YEAR since our first Social Media Issue (June 2009) dedicated an entire month to that topic. We believed at the time that social media tools would affect not just customers' ability to communicate, but their attitudes and expectations about...
Wax on, Wax Off: A Communispace-Built Community Helps Turtle Wax Shine Up Relationships and Burnish Its Brand
Marc Okicich, FORMER DIRECTOR OF MARKETING FOR TURTLE WAX Tell US about your company. Turtle Wax is a globally recognized brand of car-care products, based just outside of Chicago. It's in more than 90 countries, but I was one-third of the marketing...
What Is Going on Down There? in the Land of "Feminine-Hygiene Marketing", a New Campaign Changes the Way Products Are Advertised
[ILLUSTRATION OMITTED] "Last month, while in the throes of cramping so painful I wanted to reach inside my body and yank out my uterus, I opened an Always maxi pad, and there, printed on the adhesive backing, were these words: 'Have a Happy Period.'...
Your Community Is Almost Entirely Mute: And Yet Communities Are Expected to Reflect the People Who Show Up-Even the Quiet Ones
AS YOU READ THIS, spring's about to breathe its last for 2010, and school's out for summer (cue Alice Cooper). It puts me in mind of my youth as the calendar crept slowly toward vacation each year. Chances are my feelings on the subject were somewhat...