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. 13, No. 10, October

Analytics Are Just the Ticket: In-Depth Analysis of Online Activity Helps Rail Europe Get Its Web Operations Back on Track
Americans are car people by nature. Unless they reside in a major city, train travel is at best a vague notion--a fact realized quite quickly by Rail Europe, the North American distributor of train-travel tickets for 32 railroads in Europe. "North...
Can You Create a Viral Hit?
AS IF THEIR JOBS aren't challenging enough, marketers are now taking on the added stress of trying to develop the next viral sensation, the equivalent in our industry of creating the next hit song. Thanks to the Internet, marketers--like producers...
Climbing to New Heights of Lead Generation: Looking to Expand Its Library of Ideas, CrownPeak, a Provider of Web Content Management Software, Turns to Demandbase to Target More Customers at Less Expense
* Tell us about your organization. At CrownPeak, we've been in business for nine years, doing Web content management for online marketing. We make it very easy for online marketers to edit, manage, and work with Web content wherever it lives--mostly...
Create Your Own Upturn: A Shift from Managing Volume to Managing Relationships
FOR MANY companies today, reducing the cost of the back office--"doing more with less"--has become the primary focus. Instead, companies ought to be "creating their own upturn" through a focus on an agile--and customer-centric --front office. [ILLUSTRATION...
Driving Bigger Sales Down Under: The TAS Group Steers FleetPartners toward Its Sweet Spot with an Influx of Higher-Quality Deals
[ILLUSTRATION OMITTED] In a tight economy, what sales professionals consider their "A" game has to be even more potent than before. Having salespeople head out onto the road blind--without proper training, a solid methodology, or adequate structure--is...
First Star I Tweet Tonight: Even a Diehard Fan Wants to Know the Person Behind It All
Twitter has had its share of validating moments. CNN and Ashton Kutcher competing to be the first Twitter account with 1 million followers. Or Oprah making her Twittersphere debut with an allcaps shout-out to, as she called them, her fellow "twitters."...
In Us We Trust
Trust us." It's a straightforward request co-authors Chris Brogan and Julien Smith pose to readers in their latest book, Trust Agents. But earning trust has taken thousands of tweets, hundreds of blogposts, and hours upon hours of conversations;...
Marketing Campaign Optimization: Optimization for the Masses: When Budgets Get Tight, Marketers Need to Squeeze Everything They Can out of What's Left
MARKETERS are particularly attuned to emerging trends, so most of them are already aware that their immediate future involves a series of reductions: smaller roles, lower profiles, and, most painfully, vastly reduced budgets. Making the most of what...
Marketing to the Money Men: A Wholesale Provider of Financial Services Tools Finds a Way to Reach a Better Class of Financial Adviser
USA Financial (USAF) spends tens of thousands of dollars each month bringing independent financial advisers to its headquarters in Grand Rapids, Mich., for two-day training sessions that the company calls its Coaching Academy. The independent marketing...
Measuring Your Marketing
Marketers have always had it a little tougher: They're dealing with consumers who are tuning them out on one end and executives threatening to pull the plug at the other end. The only way to be taken seriously these days is for marketers to bring something...
Mistaken Metrics: They Say You Can't Manage What You Can't Measure. but What If You're Using the Wrong Ruler?
[ILLUSTRATION OMITTED] TONY HSIEH, chief executive officer for online retailer Zappos.com, told a funny story at a recent conference about the lengths to which his customer service agents will go. A Zappos.com employee was away on a business...
That's Not Fair! A British Initiative Called Treating Customers Fairly Focuses on the Consumer
[ILLUSTRATION OMITTED] The recession and near-collapse of the global economy have been at the forefront of people's minds for the past year, placing a spotlight on the financial sector for all the wrong reasons. One regulatory body, the United Kingdom's...
The Cure for the Common Virus: Given the Powerful Effects of Some Viral-Marketing Efforts, Even Those Previously Immune Are Seeing Possibilities of Epidemic Proportions
[ILLUSTRATION OMITTED] You know you've got it made when you sit down to a meeting with executives from the largest consumer electronics retailer in the United States and before you can get through your corporate spiel, they say-- "Oh, we know...
The Evolution of E-Learning: As Contact Centers Adapt to the Needs of a Recession-And an Increasing Number of Generation Y Staffers-The Systems Designed to Train Agents Have to Adapt as Well
Perry Kendall has been with Delta Hotels and Resorts, a Canada-based chain of accommodations, for 17 of the company's 47 years. In his current role as director of global reservations, he leads a staff of agents responsible for booking guests into any...
The Final Steps Are Just the Beginning: A Successful Social Media Initiative Merely Opens Up Future Possibilities
IN PARTS ONE and two--"First Steps Are Always Critical," April 2009; "The Next Steps Matter, Too," August 2009--we examined Front Runner, a pseudonymous brand with a consumer media initiative. The first of its four social media communities recently...
The Message Has Two Faces: Find the Truth Hiding Behind the Brand
BRANDING is very much on people's minds these days, as changes pepper us at an ever-increasing rate. Banks are backing away from the message of services, and are now trying to position themselves as a safe alternative to your all-too-understandable...
Voice Self-Service to the Rescue: When Live Agents Can't Be Had, Interactive Voice Response Systems May Suffice
THE INTERACTIVE voice response (IVR) market has come back to life, driven by the need to automate inquiries that do not require the assistance of live agents. For-profit and nonprofit organizations appreciate the value of providing live assistance...
Who Do You Trust about Trust? What to Do with Conflicting Research from Reputable Sources
[ILLUSTRATION OMITTED] With consumers getting better at blocking out blatant ads--despite having to do so across a rapidly expanding number of channels--marketers are struggling to connect with audiences. Companies desperate to adapt to a constantly...
You Are What You Measure: What Do Your Measurements Say about You?
CAN WE measure how much has been written about metrics and measurements for customer relationships? There's obviously boundless interest: At every conference, at least one person approaches me with a version of the classic "What should be the average...