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. 5, May

A Is for Adoption: A Provider of Contact Center Solutions Implements CRM to Eliminate Shelfware and to Utilize Tools the Company Already Had in Place
[ILLUSTRATION OMITTED] Steve Diels says he gets a kick telling people about the company he's president of: Aamcom, in Redondo Beach, Calif., provides contact center services for mostly small and midsize businesses. A contact center--in sunny California?...
Boarding the Cluetrain: Transparency and Authenticity Are the Cornerstones of Trust between a Company and Its Customers
Remember the "new" marketing? [See February 2010's "The Shotgun Marriage of Sales and Marketing."] This shift in approach makes marketing more than just the company's way of pushing messages at the customer; it instead becomes the first line of conversation...
Can Marketers Behave Themselves? as Empowered Customers Traipse across the Web, They Leave Ever-Juicier Breadcrumbs of Behavior in Their Wake. the Government May Step in to Limit What Marketers Are Allowed to Scoop Up
Is Big Brother watching you? Probably--but not the one you're thinking of. Today's surveying sibling doesn't care if you buy into his political propaganda as much as he cares if you buy his products. The debate over marketing personalization and...
Customers in the Cockpit
WHEN the authors of The Cluetrain Manifesto wrote their 95 Theses in 1999, they recognized that the Internet offered the opportunity to radically change the communication between businesses and customers. The use of traditional mass marketing would...
Customers May Be Newly Empowered, but They Still Want to Be Delighted. Can You Still Deliver?
A stressed-out customer calls into a flower shop. "I need you to ship a dozen roses right now to this address," he demands, rattling off the address and his credit-card number. The customer service rep pauses before replying. "Sir," she says kindly,...
Don't Fence Me In: A Supplier of Mesh and Fencing Materials Learns the Secret to Corraling New Customers: Attracting Them in the First Place
[ILLUSTRATION OMITTED] Prior to its utilization of newfangled marketing software, Louis E. Page Mesh and Fence Supplies was the embodiment of old-school American enterprise. Passed down from father to son to grandson, the once-tiny western Massa...
From Infection to Deflection: An Antivirus Company Turns Pro-Self-Service
[ILLUSTRATION OMITTED] The customer service channel at technology-security provider ESET needed an update as critical as any involving the company's antivirus offerings. Growing almost as fast as those pesky viruses it works so hard to defeat, the...
Funneling the Future
Flip the Funnel may be the title of Joseph Jaffe's latest book, but he's been upending the status quo for years with past efforts such as Life After the 30-Second Spot and Join the Conversation. Managing Editor Joshua Weinberger and Associate Editor...
Google Bets on Buyers' App-Etites: Within the Search Giant's Apps Marketplace, Small and Midsize Application Providers Can Integrate with Cloud-Based Offerings
[ILLUSTRATION OMITTED] Pamela O'Hara says she literally jumped up and down at the news that Google was opening its platform up to business application providers. "For those of us who are small businesses and are so in the weeds with small businesses,...
Has CRM Lost Its Revenue Mojo? Innovation Is the Only Thing That Can Help-And You May Be Overdue
AT A RECENT forum session in New York, a particular topic of conversation kept coming up: "What value does CRM really create for companies?" That's hardly a surprising line of inquiry these days--in fact, ahead of the meeting I'd prepared a response...
It's Not Your Relationship to Manage: Just as You Finally Come to Grips with CRM, the Customers Themselves Have Turned the Tables-And Now They're Managing You
"We are not seats or eyeballs or end users or consumers. We are human beings--and our reach exceeds our grasp. Deal with it."--PREAMBLE TO THE CLUETRAIN MANIFESTO It's been more than a decade since The Cluetrain Manifesto--by Rick Levine, Christopher...
Manifestos Are Conversations: More Than 10 Years Ago, Four Men Drafted What Came to Be Called the Cluetrain Manifesto. That Document's First Precept Was "Markets Are Conversations." Markets Aren't the Only Things
[ILLUSTRATION OMITTED] It's been more than a decade since the authors of The Cluetrain Manifesto fired an opening salvo across an emerging battlefield: the fight to determine control between customers and companies. The front lines may have shifted...
Putting the 'Self' in Self-Service 2.0: The Real Revolution Is Enabling Customers to Define Their Own Interactions
A SUCCESSFUL online customer experience allows customers to self-segment and to introduce their own variations--in language, color, font size, content, and any other element that, when you put the control in their hands, makes them feel like a more-integrated...
Seeing Customers Clearly: Online Eyewear Retailer EyeBuyDlrect.com Brings Its Customer Feedback into Focus with Kampyle
* When did you first start using Kampyle for feedback management? When we launched EyeBuyDirect.com, an online destination for prescription eyeglasses, three years ago, we relied on Google Analytics. But we couldn't track the behavior--and, more important,...
The New Behavior of the Social Customer: Divining the Right Path Requires the Right Data
IMAGINE A DO-IT-YOURSELFER opting to hook up the components of a new home-theater system herself. What if the process turns out to be more complex than anticipated? Back in the day, that person might've called the electronics store she purchased from,...
The Rise of the A.C.R.O.N.Y.M.: The Abbreviation Coalition for the Regular Overuse of Nothing You Meant Is Now Called to Order
WHEN I HEARD THAT this month's issue of CRM had as its theme VRM--vendor relationship management--I felt a distinct sense of loathing. Not that VRM is a bad idea: As the power dynamic in the vendor-customer relationship shifts ever more in favor of...