1to1 Magazine - November/December 2008 - (Page 4) 1to1media.com web exclusive Intuit’s Customers Sing Its Praises Directly Web analytics helps companies uncover beneficial site usability information, but they don’t reveal why visitors do the things they do on websites. “With Web analytics, you don’t get the answers to real questions where you need to know ‘why,’” says Lane Jones, manager of the user experience team at Intuit Global. The makers of QuickBooks and TurboTax discuss how the company gets direct customer feedback by asking three straightforward questions through online surveys, and how Intuit has used this valuable voice of the customer data to fix website errors and to enhance offerings. > www.1to1media.com/links/intuit.html 1to1 Weekly Xfactor Search Is About Much More Than Being Found Excerpt from a 10/09/08 article by Elizabeth Glagowski Take a look at a Google search results page. It’s not just a listing of links. Consider it a digital portrait of a topic, idea, or keyword being searched. And how well is your brand illustrated in that digital portrait? Blake Cahill, senior vice president of search engine optimization firm Visible Technologies, calls it “owning your namespace.” He says it’s important to interact and engage proactively with customers online. “Companies need to become more strategic in their approach to search and online customer interaction.” > www.1to1media.com/links/searchstrategy.html Videocast Travelocity’s Online Strategy Gets Up Close and Personal In January Travelocity picked up a 1to1 Impact Award for its customer strategy, specifically for its proactive customer care system and its Customer Bill of Rights. So how has the company advanced its strategy since then? Editor-in-Chief Ginger Conlon recently sat down with Debbie Doran, manager of Travelocity’s global CRM development and operations team, to get an update on the company’s customer strategy efforts, particularly its website strategy. Doran discusses how Travelocity is leveraging data to deliver on its CRM strategy, such as scoring offers based on customers’ buying histories and serving them up through multiple channels. > www.1to1media.com/links/doran.html Do Customers and Investors Respect the Same Companies? Excerpt from a 9/29/08 article by Kevin Zimmerman Barron’s fourth annual list of the most respected companies in the world, according to shareholders, places pharma and CPG titan Johnson & Johnson at number one, followed by Procter & Gamble, Toyota, and Berkshire Hathaway. Meanwhile, a February study by The Customer Respect Group lists only P&G from those same companies in its Top 25. The Barron’s survey found that the “most important factors” for inspiring respect were “strong management” and “sound business strategy,” followed by “ethical practices,” “competitive edge,” and “product innovation.” That’s where the comparison breaks down: Shareholders’ and customers’ needs are not the same. All of which begs the question: Is there a correlation between what inspires respect from investors and what inspires respect from customers? > www.1to1media.com/links/respect.html The Staff at the Westin in Charlotte, NC Recently I stayed at the Westin Hotel in Charlotte, NC. In my rush to get to the airport to fly to Las Vegas for another business appointment, I’d left my iPod in the hotel room. I realized this after I had arrived at the airport, and knew I didn’t have enough time to go back and retrieve it. I called the hotel, and the woman at the front desk immediately called security to check the room for it. Not getting ahold of anyone from security, she went upstairs to the room herself and got my iPod. Then she gave it to the car service driver from the hotel, who drove all the way out to meet me at the airport, iPod in hand. Not only was the service great during my stay, but this really shows how the staff goes the extra mile (literally) to serve customers. I will definitely stay there every time I am in Charlotte. – Lucie Pathmann > To nominate an Everyday Champion, go to www.everydaycustomerchampion.com 4 1to1 magazine www.1to1media.com http://www.1to1media.com http://www.1to1media.com/View.aspx?ItemID=30885 http://www.1to1media.com/links/intuit.html http://www.1to1media.com/links/intuit.html http://www.1to1media.com/Issues.aspx?Publication=9224 http://www.1to1media.com/Issues.aspx?Publication=27962 http://www.1to1media.com/MediaPlayer.aspx http://www.1to1media.com/view.aspx?ItemID=29293 http://www.1to1media.com/view.aspx?ItemID=29293 http://www.1to1media.com/links/doran.html http://www.1to1media.com/links/searchstrategy.html http://www.everydaycustomerchampion.com http://www.1to1media.com/links/respect.html http://www.everydaycustomerchampion.com http://www.1to1media.com
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