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. 8, No. 6, June

10 Strategies for Customer Service Success: Contact Center Managers Can No Longer Define Success by Call Duration Alone. Here's How Companies Can Deliver Stellar Service at the Many Touch Points Available to Customers Today
1 Starwood Hotels & Resorts Worldwide: MAKE MONITORING INTEGRAL TO TRAINING THE CHALLENGE: The first contact most guests have with Starwood Hotels and Resorts Worldwide is with one of its 900 call center agents, who work from one of four contact...
5 Ways to Get More from Your CRM Investment
Just like adding mag wheels and a bored-out engine to turn a Mustang into a hot rod, you can soup up your CRM and maximize its return on investment. But it's not just what's under the hood that will make the difference with CRM. The succinct advice...
Bridging the Channel with Online CRM: Georgia-Pacific Builds Loyalty by Connecting Directly with Consumers
Georgia-Pacific has 61,000 employees in 13 countries dedicated to the manufacture of consumer paper products that we have all grown up with: Quilted Northern, Brawny, Angel Soft, Dixie. But to gain an advantage against its Web-savvy competitors, Procter...
Build Customer Relationships-Just Don't Call It CRM
At Consolidated Container the acronym CRM used to mean money pit. The problem was mostly one of perception, after a vendor's reps implied that the only CRM system worth having would require a seven-figure investment. Consolidated Container was using...
Cashing in on Customer Loyalty; in Chapter 4 of CRM Unplugged: Releasing CRM's Strategic Value, Authors Phil Bligh and Doug Turk Reveal How Customer Insight Helps Harrah's Profit from Its CRM Investment
iN GENERAL, MARKETING AND SALES DO NOT USE DATA to create and test hypotheses in the marketplace. Instead, they rely on intuition. New ideas occur to people within organizations all the time--but rarely are they born from the data and seldom are the...
Don't Get Comfortable
YOUR COMPANY is focused on customers, and you're seeing revenue growth as a result. That's great, but is it enough? If you become complacent with your success, you could miss signals from customers that their needs are changing, or overlook new strategies...
Dow Corning's Extreme Makeover: After 61 Years as One of the World's Leading Makers of Silicone-Based Products, Dow Corning Had Started to Look Its Age-And Customers Couldn't Help but Notice. Thanks to Some Reconstructive Surgery Performed on Its Selling Approach, However, the Company Has Dramatically Rebounded
At the turn of the millennium revenues at Dow Corning were, on average, as flat as the landscape surrounding its Midland, MI, headquarters. In fact, in 2000 sales sank by nearly 11 percent from the previous year, leading the company to initiate rounds...
Encourage Channel Partners to Adopt CRM
The performance of channel partners affects your market success as much as your own sales, marketing, and service efforts, so it is vital to bring partners into the overall CRM strategy as completely as possible. Here are four strategies to do so:...
Hosting Hits Call Centers: ASP and Traditional CRM Vendors Alike Are in a Race to Capture Share of the Hosted Contact Center Market
The ASP industry is at it again. Except that this time application service providers are building on their success with hosted CRM applications and jockeying for position in the budding computer telephony service provider market, otherwise known as...
Market Watch: Making Sense of Marketing Automation Options
There are few industries as fragmented and confusing as the enterprise marketing automation industry. Take ISP powerhouse America Online, for example. AOL selected Kintana, which was recently acquired by Mercury Interactive, for process tracking...
Offshore versus Onshore Contact Centers: As Long as the Service Is Good, Does the Customer Really Care?
There is no bigger topic in the customer service market these days than that of outsourcing--more specifically, offshore outsourcing. Walk into any contact center and you'll hear the same fears: Management has mostly let "enlightened" customer service...
Paramount Gets Customers to Talk Back
CHALLENGE: Paramount Parks, the theme-park division of Viacom, owns and operates theme parks in such locations as Brazil, Canada, Spain, and the United States. Although employees had conducted one-on-one customer satisfaction research within its parks...
Required Reading
When we've had too much to eat, our stomachs tell us that we're full. But when the demand for consumer goods has reached full capacity, the signal isn't always as obvious. According to Tom Osenton, author of The Death of Demand: Finding Growth in a...
Secret of My Success: At Master Lock, Speeding Information to Customers Is the Key to Growing Sales
* Why CRM? Master Lock has a broad base of customers worldwide, including schools, hardware stores, home centers, discounters, and industrial distributors. In addition, a significant piece of our business is made-to-order, which brings with it added...
The Bake-at-Home Version of CRM: Some Companies Still Prefer to Whip Up Their Own CRM Systems-And Are Having Success Doing So
Two questions that have come up at several CRM events this year are, What if we don't see a commercially available CRM system that meets our needs? Are we crazy to think about building an application ourselves? [ILLUSTRATION OMITTED] To get a...
Turn Agents into Experts
CHALLENGE: The right script can make a general customer service agent appear as an expert. ServiceMaster, for example, has built its business on providing exceptional service to its 10.5 million residential and commercial customers. The company provides...
Vertical Focus: Ensuring the Success of Insurance Companies
Ask a dozen people what they think about CRM in the insurance industry, and you're likely to get a dozen answers. Part of the problem is that insurance is really a composite of several very different products, from life to healthcare to property and...