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. 5, May

Decisions, Decisions: Neither Your Best Guess nor Your Gut Instinct Is Good Enough Anymore. Fortunately, with Enterprise Decision Management, the Technology and Methodology Now Exist to Help You Reach a Better Conclusion
[ILLUSTRATION OMITTED] Dum dum da-dum. Wedding photography doesn't immediately strike a chord as being a forward-looking, tech-savvy industry, does it? Well, at San Francisco--based Bella Pictures, which matches regional photographers with clients...
Dial-Up Innovation: IVRs: Speech-Enabled Interactive Voice Response Systems Now Involve Other Customer Channels
ONE OF THE CENTRAL IDEAS behind speech-enabled interactive voice response (IVR) systems is that, instead of having to narrow your inquiry down to a button--"Press '3' for your tangentially related issue"--you could speak a word or phrase that more...
Don't Confuse Implementation with Adoption: Just Because CRM Deployments Have Spread Doesn't Mean They've Succeeded
THE IMPLEMENTATION of CRM systems has increased significantly from 57 percent of the firms CSO Insights surveyed in 2005 to 72 percent of the sales organizations that took part in our 2009 Sales Performance Optimization study. One could therefore conclude...
Fandango Has Just the Ticket: Movie Web Site and Ticket Retailer Implements Analytics to Aid with Internal Reporting
* Tell us about your organization. The need to understand the health of our business becomes more and more relevant as time goes on--and especially under current circumstances. One of the areas I'm responsible for is identifying the metrics and trends...
In More Ways Than One: Companies Recklessly Adding New Channels for Service Outreach Risk Damaging the Customer Experience
Scott Johnson has been with his company for 21 years. In that time, he's watched his outlet transform from simply an old-school call center to an organization also offering email, chat, and classroom-style and online forum channels for customers to...
I Want (and Get) My MTV!
While Akamai Technologies' Web-content delivery efforts are technologically complex, its support stance is fairly simple: Put the customer first, a tenet that helped win the company one of this year's Stevie Awards in innovative customer service. ...
On March 23, Salesforce.com Added a Twitter Integration to Its Service Cloud, Allowing Customer Service Representatives to Search, Monitor, and Participate in Twitter Conversations about Their Companies, and Add Any Relevant Information to a Corporate Knowledge Base
On March 23, Salesforce.com added a Twitter integration to its Service Cloud, allowing customer service representatives to search, monitor, and participate in Twitter conversations about their companies, and add any relevant information to a corporate...
Partners Grow Routes: Intuit QuickBase Helps TomTom Navigate Reseller Deals
Since selling its first portable navigation device (PND) based on the global-positioning system (GPS) in 2004, Amsterdam-based TomTom has been headed in one direction--up. Yet its B2B sales organization was having trouble making its way. Manual processes...
Ringing the Opening Bell: A Financial-Trading Facility Gets a New Recording System in Less Than Two Weeks-And Saves $292,000
We typically only hear--and write--about the consumer-facing side of the financial-trading market. The unsung heroes are the companies recording the busy phone lines traders use to close deals to ensure accuracy. Enter Cross Check Communications, founded...
Scoring with Fans: Retail Had a Bad Season, but Wrigleyville Sports Now Finds Itself Safe at Home
Some industries claim to be "immune" to the effects of a bad economy. Sports is one, relying on the die-hard love of the fan to keep the game--and revenues--alive. (See "Customers for Life," July 2004.) According to David Weiss, Internet marketing...
Selling Out: Have Retailers, Desperate for Survival, Abandoned Their Commitment to the Customer Experience?
[ILLUSTRATION OMITTED] Founded in the 19th century, FAO Schwarz has seen its share of economic turmoil. Not until the start of the 21st century, however, did the toy-store pioneer feel the pain of its ultra-competitive, highly commoditized industry....
Shopping on the Go: Why Mobile Shopping-"M-Commerce"-Is Finally Getting a Move On
As if it weren't enough to be able to go shopping in your bathrobe, consumers literally want the option to shop anywhere, anytime. Enter mobile shopping, a trend made possible by the increasingly robust computer-like interfaces of smartphones. According...
Short and Sweet
In life, we're often tempted to take shortcuts--but it's often said that shortcuts lead to long delays. So it seemed a bit unorthodox when author Scott Halford encouraged everyone to become one in his appropriately titled book, Be a Shortcut. No matter...
Skittles: A Rainbow of Social Media Marketing: The Candy Brand Integrates Its Messaging across Twitter, Flickr, Wikipedia, YouTube, Facebook, and Elsewhere on the Social Graph
Before March 2009, there probably weren't too many strong opinions held about Skittles, one of the many brands belonging to candy giant Mars, Inc. The rainbow-colored treat was just another sticky-and-sweet brand--loved by sugar addicts, despised by...
The Psychology of the Sale: There's a Lot Going on Inside the Customer's Head, Whether You Put It There or Not. What Are Salespeople Up Against?
[ILLUSTRATION OMITTED] IT HAPPENS TO EVERY SALESPERSON SOONER OR LATER: The prospect shows plenty of interest and hangs on all the way through the sales process--until something imperceptible changes and the deal goes stone cold. "I don't know what...
The Stressed-Out Customer
IN A DIFFICULT economic climate, it's easy to understand why some of your customers might be brimming with angst. For these customers, even the slightest conflict might stir up such overwhelming negative emotion that they'll lash out at undeserving...
To SaaS or Not to SaaS? That Is the Question. (the Answer May Surprise You.)
WITH THE ADVENT of CRM delivered "through the cloud," software deployment can be easier than ever. But for large organizations, strategy and planning may be tougher than ever. For these organizations, traditional on-premises software packages may remain...
Will Customer Service Be Another Casualty of the Recession? in a Tight Economy, Companies Try to Cut Operating Expenses Wherever They Can
IN 2008, THE QUALITY of customer service was finally on the rise in the United States. Executives had heard the cacophony of complaints and finally decided to do something about it. Even some of the customer service offenders ranked worst in independent...
Workforce Optimization Is the Optimal Goal: Helping Contact Center Managers Achieve Four Primary Goals
THE CONTACT CENTER quality assurance/ recording sector is one of the technology industry's unique fields. These solutions have been around in one form or another for more than 25 years, but they keep evolving and getting better, and are now thought...
Workforce Optimization Rises above the Recession: Automating and Optimizing Work Processes Will Boost the Market for the Foreseeable Future
[ILLUSTRATION OMITTED] Regardless of who's conducting the research, the message seems clear: The workforce optimization (WFO) space continues to grow despite the effect of the recession on many companies' technology investments. DMG Consulting forecasts...
Your Savings Are My Services: Think about What You're Giving off When You're Giving in to Pressure
SO, WE'VE PRETTY FIRMLY established by now that there's a recession, right? Good--don't need to cover that here. And, because of this recession, individuals and companies alike are tightening their belts, doing what they feel is necessary to survive...

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