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. 17, No. 5, May

Are Companies Failing in Their Customer Relationships? "Open Marriages" Are Common in Corporate Culture
To build better customer relationships, you have to do more than introduce a shiny new object or offer a steep discount to whet customers' appetites, according to research by customer experience consultancy Strativity Group. As in personal relationships,...
Create a Successful Social Customer Service Strategy: A Five-Step Approach to Getting It Right
TODAY'S socially connected customers are using Twitter, Facebook, and other social channels for personal and business interactions. They are researching products and services by getting advice from peers and reading reviews, as well as asking support...
CRM Comes to the Rescue
AS A FAN of the television show Bar Rescue on Spike TV, I was curious about a new show that immediately follows it called Car Lot Rescue, with Tom Stuker, a dealership consultant. I've only watched two episodes, but already I like it for its ability...
Did You Hear That?
Sarah is not afraid to tell you or her friends all about your company. She is that customer filling out every survey you serve up and always shares her opinions on her social media channels. She has a lot of great ideas about how your company can improve...
Growing Profits with Marketing Automation: Streamlining Your Sales and Marketing Tasks with Automated Technology Can Do Wonders for Your Productivity and Your Bottom Line
The amount of data zooming in and out of companies continues to climb. There's company, product, and pricing information; competitive information; and customers' demographic, behavioral, and attitudinal data as well. Plus, all of this data has to be...
Marketing and Sales Need Social Alignment: Teams Should Unify Their Social Media Strategies
Achieving better alignment between marketing and sales is not a new challenge, but social media could drive an even greater wedge between the two departments if companies fail to develop a unified social media strategy and metrics. This comes as...
Marketing and Support Must Collaborate: Customer Interactions Via Social Media Can't Be Just about One or the Other
When it comes to social media, many companies are sending the wrong message. New research from J.D. Power & Associates finds that companies need to use social media for both marketing and customer service. "A one-pronged approach to social [media]...
Mobile, Social, and Vocal: Many Channels, One Customer
Today's consumers are shaking up traditional customer loyalty paradigms. Here's a way to help meet this new challenge. What comes to mind when you think, customer loyalty? Repeat sales? Positive results on customer surveys? An uptick in participation...
Predictive Analytics: The Futurists' Formula: Unlock Customer Insights That Increase Sales
For a company to determine who its ideal customer is, how much he would spend, how to turn him from a lukewarm lead into a hot one, and what would keep him coming back might sound like it would require a lot of formulas and late nights at the office....
Price Shapes Satisfaction: In a Tight Economy, Companies Must Use VoC Solutions for Price Sentiments
[ILLUSTRATION OMITTED] Pricing can make or break the customer experience, but most companies don't use their voice of the customer (VoC) programs to uncover customers' perceptions of it, according to a recent report from Forrester Research. That's...
Rosetta Stone Gets Fluent in Smarter Selling: InsideView Helps the Language Learning Company Uncover New Prospects
[ILLUSTRATION OMITTED] Though the name Rosetta Stone is most commonly associated with the retail kiosk selling language-learning CDs in malls and airports, there is much more to the brand's familiar blue-and-yellow box than meets the eye. Since...
Stress Test Customer Service with Mystery Shopping: Professional Shoppers Should Be Used in Conjunction with Call Monitoring, Speech Analytics, Surveying, and Voice-Of The-Customer Feedback Management
[ILLUSTRATION OMITTED] Mystery shopping is a $1.5 billion industry that employs more than 1.5 million people worldwide. It has served for decades as a way for companies to measure the quality of the customer service their employees provide. While...
The 360-Degree View Must Go Further: Competitive Advantage Requires a Multidimensional View of Customers
Although a 360-degree view of the customer can provide valuable insights into customer histories and other factors, its scope is limited, according to a new report by Forrester Research. How is it possible to get more than a 360-degree view of the...
The Rise of Social Customer Care: Best Practices for Staying on Top of the New Service Landscape
FOR THE PAST two years, DMG has been evaluating the current and future role of customer service and contact centers in handling social media interactions for enterprises. In November 2011, DMG issued the results of a worldwide benchmark study on this...
The Road to Customer-Focused Results: Implement an Initiative That Pays Off
CUSTOMER-FOCUSED initiatives are all about results. While that should be pretty obvious, it doesn't always work that way. I recently participated in an online group discussion where members asked if anyone had examples of customer feedback programs...
The Role of Culture in Customer Relationships: Build Exceptional Experiences through Emotional Connections
THERE COMES a point when money can no longer buy you success. It cannot buy you brand equity or exceptional customer experiences or even successful utilization of your CRM system. Money cannot buy you everything, no matter how much of it you have....
Today's Customer: More Voice and Choice Than Ever Before
In business, the customer has always been king. However, in today's multi-channel, multi-media business world, the customer experience has taken over and the customer voice now reigns supreme. With the advent of social media, customers can easily "vocalize"--promoting...
Toronto's Nerve Center Provides Easy Access: Canada's Largest City Improves Customer Service with Toronto 311
[ILLUSTRATION OMITTED] A few years ago, the city of Toronto was hit with a mandate from then-mayor David Miller to raise customer satisfaction levels. One of the main parts of that effort was a move to consolidate nine contact center operations...
Transform Your Contact Center into an Essential Corporate Contributor: Operations at Risk Must Take a Proactive Approach
IT'S NO LONGER enough to deliver an outstanding customer experience, something too few organizations do anyway. Contact centers that want to remain relevant must transform from slow-moving, reactive organizations into real-time, proactive departments...
Unlock Growth with Agile Selling: Valuable Takeaways from Leading-Practice Companies
COMPANIES and their sales leaders face significant challenges in addressing growth goals in a rapidly changing world. Despite technological advances, changing customer behaviors, and increasing complexity in the sales channel, sales models have changed...
Wasserstrom Revs Up on Paid Search: With AdLucent, a Restaurant Supplier Sees Gains with Google's Product Listing Ads
The Wasserstrom Company, a 110-year-old business based in Columbus, Ohio, supplies restaurants with a wide array of products including dinnerware, cooking supplies, catering items, bakery equipment, storage items, and more. "Anything that can be carried...
We're All Connected: For Better or Worse, Everything Digital Is out There
THERE IS ONLY ONE INTERNET. I wanted to make sure I got that out of the way early in this column, because evidence suggests that people don't get this fact. Forgetting isn't entirely our fault; all the different online places we visit look, well,...
When Marketing and Technology Meet: Business Transformation Can Occur
When companies connect with customers by mastering the intersection of media, technology, and creativity, it can have a noticeable impact on the relationship and revenue. In Converge: Transforming Business at the Intersection of Marketing and Technology,Bob...
X, CEM-What's the Difference? Customers Shift Roles from Recipients to Collaborators
BACK IN 2004, while I was at Gartner, Ed Thompson (probably one of the finest analysts ever to grace the halls of Gartner) asked me to collaborate on "the ultimate guide for customer experience management [CEM]." Back then, this was just taking off--well,...

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