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. 11, November

Anatomy of a CRM Analyst: Industry Analysts Can Make the Perfect Partner for Building a CRM Strategy-If You Know How to Capitalize on Their Services
They publish rafts of research, hang their shingle as prophets of CRM wisdom, and regularly provide insight to publications like CRM magazine. Yet for some end users the exact role of the CRM industry analyst is shrouded in mystery. They are more than...
CRM Claims the Corner Office: Customers Now Have a Champion on the Executive Team: The Chief Customer Officer. CRM Magazine Reveals the Success Strategies of Three of These New Leaders
THE CUSTOMER'S TIME HAS COME Today, as organizations increasingly recognize the value of being customer-centric, the role of chief customer officer (CCO) is appearing on more and more executive teams. "Each year we're seeing an increasing number...
CRM's Dysfunctional Relationship
WIRELESS--the only industry I know of the births the very customer turnover it tries to prevent. Here's the scenario: Wireless telecom companies charge current customers more for handsets than they charge new customers. Their reasoning is that with...
CRM Unifies Colorcon's Global Image: A Single Company Face Boosts Customer Confidence
Colorcon needed to show one face to all its customers to stay globally competitive. "We needed to give our customers a high level of confidence that whatever product they were purchasing from us was the same product that they were purchasing worldwide,"...
Easing the Pain of Integration: New Technologies Will Bring Together Data and Business Processes
MY FAVORITE line from a lecture was delivered at a relational database conference. The speaker was making a point when he blurted out, "I don't have any data for this, so it might even be true." One of the problems with data and statistics is that...
Effectively Serving Multiple Customer Types: Uncovering Preference Patterns Boosts Satisfaction
Most restaurants understand that the essence of their success depends on their ability to consistently meet or surpass their customers' expectations, build loyalty, and sprout sales growth. But what McAlister's Deli, a restaurant chain with stores...
Global Knowledge Must Be Multilingual: To Spur Growth, Speak Your Customers' Language
Delivering top-notch global support was a must for Creative Labs to continue its strong growth. [ILLUSTRATION OMITTED] The primary focus for the company--a provider of digital entertainment for PC users, was to move away from a predominantly...
How to ... Select a CRM Implementation Partner
Complex CRM systems require skilled professionals to install, integrate, and maintain. Integrators want your business, and their success ultimately translates to your success, but not all options suit every need. Follow these five steps to ensure you...
It's about People, after All: Incorporating the Human Element into Contact Center Automation
Automated contact center technologies and Web self-service initiatives can be valuable, cost-effective solutions for handling rudimentary customer inquiries. But companies must also consider how these automated systems integrate with reaching a live...
Knowledge Management Plays a Key Role in CRM Success: KM Supports Assisted- and Self-Service Strategies
CRM and knowledge management (KM) were once considered entirely different disciplines, with the two sharing little but perhaps the same data warehouse hardware and a vague understanding that both efforts were meant to improve business efficiency and...
Metrics Should Define Results: Set Measures That Look Forward, as Well as Back
Setting benchmarks to determine the success of a CRM initiative is a must. But according to Jonathan Becher, CEO of Pilot Software, measurement simply for measurement's sake is essentially useless. Metrics can't be the first step, he says, because...
Mobile CRM Seals the Deal for Cingular: The Wireless Provider Vastly Improved Interaction with Its Growing Field Sales Force
Fast growth had Cingular Wireless in a communication void. Cingular has grown through conglomeration and acquisition, as it combined the cellular networks of multiple telephone companies. They themselves were also growing through acquisition, taking...
Secret of My Success: CRM Helps Blue Cross Blue Shield-Rhode Island Improve Its Bedside Manner
* Why CRM? Different areas in the organization had different information in different systems. We weren't getting good data, because it wasn't centralized in one application that would serve [several functions]. It had to let us gather information...
Should CRM Focus on Maximizing Top Customers or Boosting the Profitability of Others?
Sam Gragg, director, Customer Management Solutions, Teradata "Companies cannot afford to concentrate on a small subset of customers ... because most companies don't calculate profitability accurately enough to be sure they would select the right ones."...
Six Sigma Returns to CRM: Some Say the Statistical Improvement Methodology Is a Perfect Fit
During the height of Six Sigma's popularity some subject experts said that what it could do for the shop floor it could do just as well in the sales office. As the economy contracted, the dialogue about using this statistical business improvement methodology...
Statistically Speaking
* According to a Datamonitor report more than 3,000 call centers will exit the United States by 2008. Mark Best, Datamonitor technology analyst and author of the report, says the bulk of the centers and agent positions will shift to nearshore and offshore....
The Differentiators: Contact Centers Can Help Organizations Create a Significant Competitive Advantage. Here's How
CONTACT CENTER AGENTS today have the most interaction with customers for a majority of organizations; therefore, the agents have the greatest opportunities to impact customers' decisions. However, instead of treating this group of frontline employees...
The Disappearing Act: We're All Customers. So Why Does Our Customer Mind-Set Vanish the Moment We Enter the Office?
WHEN WE wake up in the morning we are customers: We brush our teeth--we are customers of the toothpaste company. We get dressed--we are customers of the clothing companies. When we drive our cars we are customers, as well. But then a transformation...
Transforming Data to Results; Month 5: Churchill Downs Discovers New Customer Segments That Improve Its Loyalty Program
CRM LEADERS often assign a godlike status to data, because it can elevate customer satisfaction and customer value to heavenly heights. Yet the long road to CRM's promised land is paved with a heck of a lot of human interaction. That paradox has...
Who Really Owns the CRM Initiative? the Battle between Business and IT for Control of Users' Desktops
DURING the past month I've been doing my best to mediate a brouhaha at a global high-tech manufacturer. The struggle is between the two CRM cosponsors: the vice president for global sales and service and the global CIO. [ILLUSTRATION OMITTED] ...