1to1 - Spring 2009 - (Page 3) Spring 2009 | Volume 11 | No. 1 FEATURES 18 Adapt or Die Companies that fail to bolster their customer strategies risk extinction. by Ginger Conlon 22 Whirlpool Puts a New Spin on Loyalty An intense focus on employee engagement is at the heart of the appliance manufacturer’s customer care strategy. by Mila D’Antonio 28 From Data to Dollars The last thing a customer wants is to be treated like a faceless number. Here are six ways to boost your bottom line using customer insight. by Jeremy Nedelka DEPARTMENTS best practices 11 Smarter Recruiting Equals Happier Employees Employee engagement needs to start before employees are hired. hot topics 41 DATABASE/ANALYTICS: Getting More Than You Searched For A strategic approach to search engine results can lead to a deeper understanding of customers and prospects. expert insight 46 A Marketer Who Owns the Sales Process Water-Jel’s Herb Baer discusses his unique title, and how cross-functional integration is driving the company’s new go-to-market strategy. 12–13 Gaining Insight From Social Media Three companies learn their customers’ preferences from mining their social communities. 42 SALES: Mobile Sales Channel Picks Up Momentum Forget your wallet? No problem. Mobile phones become the next payment platform. 48 Who’s at Risk? In this uncertain economic time, companies need to understand and work with at-risk customers before they become delinquent payment defaulters. 14 Employee Engagement as a Service Strategy Signature Community uses weekly employee recognition and rewards to inspire quality service. 43 CUSTOMER SERVICE: Real-Time Prompts Supplement Agent Coaching Agents who receive guidance in real time deliver a better customer experience. 49 Partnering for Life Six steps for turning the contact center into a business partner. 11 Companies like Fox Filmed Entertainment and Esurance discuss their employee onboarding strategies. 14 Winning Over Difficult Customers Got angry customers? Good service recovery can turn them into evangelists. 44 MARKETING: Next Generation Lead Generation Today managing leads means collaboration between sales and marketing. 15 Trendspotting: Marketing to Moms Moms can create wordof-mouth armies that can stop a brand in its tracks. 50 Face to Face with Don Peppers and Martha Rogers, Ph.D. Diverse viewpoints bring creativity and innovation to corporate and social culture. 46 Water-Jel is executing a new retail sales and marketing strategy. 41 As search engine marketing becomes more advanced, so does its benefits. in every issue 4 1to1media.com 6 Editor’s Note 8 Feedback 16 On the Beat SEO We want to hear from you. Contact us at magazine@1to1.com or visit us at www.1to1media.com SEO SEM http://www.1to1media.com/View.aspx?BioID=27952 http://www.1to1media.com/View.aspx?BioID=24403 http://www.1to1media.com/view.aspx?itemid=29293 http://www.1to1media.com
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