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. 5, May

Big Bang Is a Scientific Theory, Not a Training Strategy: Long-Term Training Initiatives Are What Drive and Maintain CRM User Adoption
one of the oldest axioms of CRM project planning is that training is closely linked to the adoption and success of any initiative. Too often that principle is ignored. "When you look at a traditional time line for a phased implementation of CRM, training...
CRM Gets Real: No Longer Pie in the Sky, CRM Is Settling into Down-to-Earth Successes
CRM solution providers and the business community at large have spent more than half a decade wincing at publicized stories of missteps, flubs, and collapses attributed to bad CRM software, strategy, or both. Meanwhile, the world has gone on, and much...
CRM Superstars: Every Winning CRM Initiative Has a Power User Whose Leadership Makes the Difference between a Stalled Initiative and a Stellar Success. Here Are the Stories of Three of These Frontline Luminaries
Some say generals receive all the glory in battle, but that soldiers are the ones who actually win the war. The same rings true with CRM. CRM initiatives need to be driven from the c-level, but it takes the daily efforts of those associates who...
Customers Are So Emotional: When It Comes to Building Customer Relationships, That's a Profitable Thing
Emotions make the corporate world uncomfortable. The perception is that since emotions cannot be managed well and they are difficult to fit into pie charts or reports, they must be ignored. The efficiency-oriented operations we so pride ourselves on...
Customer Self-Service: Are You Ready? A New Generation of Customers Want Service on Their Terms
There is a new generation of tech-savvy customers, and the old ways of delivering service don't interest them. This www generation insists on using technology to do things their way. They prefer self-service check-in kiosks at hotels and airports;...
Ensure CRM Data Quality
Any CRM initiative, be it a marketing campaign or a major software and process overhaul, will underperform if the underlying customer data is weak, disorganized, or downright misleading. Take these four steps to ensure that data quality is high and...
Hot Seat: Will Analytics Remain a Stand-Alone Product or Become Yet Another CRM Module?
Companies have expended a great deal of effort gathering customer information and business intelligence. To help their customers make that data actionable, CRM vendors are increasingly embedding analytics into their offerings. So CRM magazine asks,...
Innovative Call Center Design Boosts Agent Retention: At Risk of Losing 40 Percent of Its Agents, Bell ExpressVu Reinvents Its Call Center
Bell ExpressVu, a division of Bell Canada, prides itself on its ability to retain agents. Its annual agent attrition rate generally hovers at about 16 to 18 percent and only 3 percent of promoted agents leave the company annually. In January 2002,...
Is Your Compensation Plan Undermining Your CRM Initiative? How to Create Incentive Plans That Are in Line with Your Corporate Strategy
INCENTIVE compensation plans are designed to motivate sales and service professionals to achieve goals and strive for excellence. But the disturbing truth is that these same compensation plans are often in opposition to the corporate strategy and CRM...
Lamps Plus Builds Sales While Cutting Costs
CHALLENGE: With more than 10,000 lighting products available on Lamps Plus' Web site, customers were often bombarded with unwanted products while searching. Lamps Plus needed a more efficient way for customers to find what they wanted, while minimizing...
Market Watch: Improving Self-Service Results with Search Capabilities
When it comes to self-service, search is starting to take over. [ILLUSTRATION OMITTED] In the past self-service often meant clicking through static Web pages to find the desired information. But with searching becoming the preferred method of...
People Are the Most Important Part of the CRM Equation
CRM is all about people. Not just about the people it serves, but about the people who create it--those who drive innovation and customer centricity within their own organizations. For these CRM vendor executives, their customers' success defines their...
Required Reading
Author David Butler has conducted extensive research on the call center industry. Bottom-Line Call Center Management: Creating a Culture of Accountability and Excellent Customer Service (Elsevier Butterworth-Heinemann) reveals his findings. Targeted...
Samsung's Partner Portal Delivers a 30 Percent Sales Increase
Keeping in touch with a partner network of more than 110,000 resellers can be daunting. That was the situation facing Samsung Electronics America's Digital Information Technology Division (DITD) before launching its partner relationship management...
Schneider Electric's CRM Success Begins with a Solid Sales Process
Schneider Electric North America is using CASH to build sales. For this provider of electrical distribution and control equipment, however, CASH is not currency, but a new sales program based on four phases of customer interaction: consult, adapt,...
Secret of My Success: CRM Seamlessly Integrated with Accounting Adds Up to More Cash in the Bank for Inortech
Why CRM? At Inortech we supply raw materials for paint, inks, plastics, and adhesives to manufacturers of all types. We also provide formulation expertise and in-depth R & D support services. Because of the volatility inherent in the chemical...
Select the Right People for a CRM Strategy Team
Succeeding with the business transformation that accompanies CRM requires a dedicated project team. Consider these four strategies when putting yours together. 1. Secure Sponsors, Not Buyers The executives on the CRM team need to have more in...
Vertical Focus: Pharmaceutical Firms Find a Spoonful of CRM Helps the Sales Pitch Go Down
Does this sound familiar? "Ask your doctor if [medication name] is right for you." The barrage of direct-to-consumer pharmaceutical ads and the availability of medical information over the Internet are creating the most knowledgeable customer base...
Vertical Focus: Telecoms Focus on Services, Not Price, to Reduce Churn
The telecommunications industry is growing, despite high customer churn rates. Overall U.S. telecommunications spending rose 4.9 percent in 2003, and is expected to grow to $1 trillion in 2007, according to the Telecommunications Industry Association....
VoIP Driving Benefits for Customer Care Providers
Voice over Internet Protocol (VoIP) is gaining traction in the customer care industry. Reasons for this include the increased levels of control over calls VoIP makes possible, as well as the substantial cost savings opportunities. Contact centers are...
Who's Who in CRM: Oracle CEO Larry Ellison Tops a List of Dynamic Leaders Driving the CRM Industry Forward
* Tom Siebel is the reigning king of CRM; the Siebel brand is often considered synonymous with the technology. Larry Ellison, however, is the godfather of CRM. The reason? Many of the industry's leaders, including Tom Siebel, spent time as highly successful...