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. 15, No. 5, May

Can Mobile Apps Save Customer Loyalty Programs? Most Consumers Are Not Active Users, Study Shows, but Easing Access May Spur Participation
Nearly half (49 percent) of all loyalty program members never or rarely take advantage of the attendant privileges while shopping online, and 78 percent said easy access to loyalty memberships would make them more inclined to use those privileges online,...
Captures Consumer Sentiment: Technologies Blend Data from Different Sources, Emotional States, and Moments in Time
[ILLUSTRATION OMITTED] Nothing reveals more about a business than the voices of its harshest critics and most ardent supporters--its customers. And there was a time when basic speech analytics was sufficient to help companies learn what their clients...
CRM + Predictive Analytics: Why It All Adds Up: The Whole Exceeds the Sum of the Parts
[ILLUSTRATION OMITTED] Though predictive analytics (PA) tools have been around for decades--with a strong uptake historically in telecommunications and banking--demand has risen dramatically in the past couple of years. In fact, any CRM vendor focusing...
Don't Believe Everything You Hear about WFO: Suites Embrace Analytics, Debunk Idea Core Components Are Commodities
THE OUTLOOK for contact center workforce optimization (WFO) is outstanding, with the quality and variety of solutions ever-improving (see the figure on facing page for a functional view of WFO suites). Contact centers of all sizes have many options...
Enter the Age of Analytics
THE ECONOMY and the competitive landscape are forcing customer strategists to become increasingly accountable for their CRM investments and projects. They need to prove that their CRM strategies are paying off. To do this, they must measure what they're...
Higher Ed Increases Marketing: Schools Shift Focus to Generate More Inquiries In-House and Boost Technology Investments
In the past few months, higher education marketers have faced a whirlwind of changes that affect how their institutions attract, enroll, and retain students. Yet, colleges and universities remain bullish on their marketing spending for the coming year,...
IVR Is Good News for Scripps: Media Company Leverages Pronexus System to Standardize Subscription Services for 14 Newspapers
[ILLUSTRATION OMITTED] The E.W. Scripps Co. operates 14 newspapers and a syndication service that delivers the comics "Dilbert" and "Marmaduke," columns from nationally syndicated writers like Miss Manners and Cokie Roberts, and puzzles and games...
Ruling the Roost with Relevance: Being the Preferred Brand Is Not Enough in the Face of Quickly Shifting Market Dynamics
In his new book, Brand Relevance: Making Competitors Irrelevant, marketing guru David Aaker analyzes the most successful brands, from Whole Foods to Prius, from iPod to Kindle. In defining brand preference, as opposed to brand relevance, Aaker outlines...
Socially Challenged: CRM Outsourcers Still Grapple with Social Media Strategies
Telecommunications, travel, and the public sector are the three verticals with the biggest presence on sites like Facebook and Twitter, giving customer relationship management outsourcers a wealth of opportunities to capitalize on the demand for social...
Social Software Spending Expected to Hit a Milestone: Expenditures Will Exceed $1 Billion Worldwide by 2013
Spending on social software to support sales, marketing, and customer service will exceed $1 billion worldwide by 2013, according to a study by Gartner. The prediction is part of Gartner's forecast of more than $12 billion for overall spending on...
Software Company Takes Hard Look at Phone Automation: FundNET Installs Ifbyphone to Redefine Call-In Support for Financial Services Clients
FundNET Systems, a small provider of Web-based communication software for independent financial services professionals, was seeking a way to increase automated support for its very specific clientele: brokers, financial planners, and insurance agents....
There's No Substitute for Experience: A Salesperson Must Make a Customer Feel as If He Must Have It
IN THIS ERA of transparency, social customers, and customer experience, several realities are converging that call for a rethinking of the role of sales. For starters, more customers are counting on informal channels to support their purchasing decisions,...
The Right Customer Experience Strategy: It Varies from "Tailored Intimacy" to "Customer Self-Service"
MOST COMPANIES lack a customer experience strategy, and those that have one must adjust because of the explosion of digital channels. As a result, their leaders struggle with decisions about funding and prioritizing projects meant to improve customer...
The Suite Life Cements Customer Service: CRM Director Ven Bontha Describes Cemex's Transition to SAP CRM
[ILLUSTRATION OMITTED] Back in 2004, Ven Bontha was stuck, and it wasn't because he worked for the second-largest cement and concrete maker in the United States. As CRM director for Cemex, Bontha faced several problems. His customers were frustrated,...
The Winter of Our Dis-Content: Trying on Some Bold "New" Strategies in Social Media
IT'S A PUZZLEMENT. As my business takes wing, I find myself more and more distracted by a conundrum. It's gotten so bad that, while sitting in a cafe that was piping in Springsteen's "Lonesome Day," what I heard was "Lozem gayn," as Mel Brooks said...
Three Cheers for Honest CRM Vendors: Dishonest Practices That Overpromise and Underdeliver Must Be Rooted Out
HAVING SPENT 26 years in CRM, I've seen my share of vendor shenanigans--from exaggerating software capabilities and embellishing execution complexity to overpromising and underdelivering implementations. While most vendors are honest and hard-working,...
Web Analytics: What's Worth Paying for? While Some Solutions Are Free, Marketers Sacrifice Time and Rich Analysis
[ILLUSTRATION OMITTED] Overwhelmed with data, many companies are cutting through the noise by seeking Web analytics that enable them to do a better job of viewing--and acting upon--multichannel relationships. "It's the Holy Grail of Web analytics,"...
Will Paperless Payments Take off? Pitney Bowes and Others Reveal Digital Delivery Service Applications
[ILLUSTRATION OMITTED] Volly, the latest digital delivery service application, has debuted in New York. During the press luncheon, Pitney Bowes, the proud parents, displayed the digital mail communications platform on a desktop, an iPad, and an...
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