CRM - January 2008 - (Page 3)

24 30 34 39 Contents COVER STORY FEATURES Vol. 12, No. 1 24 Oh, Behave! You’ll never really know what your customers are feeling— but you can certainly pay attention to what they’re doing, and behavioral targeting can lead to actionable insight. BY JESSICA TSAI 30 Fine-Tuning the Channel They’re not exactly employees, and they’re not quite customers, but your channel partners can be equally important—and you can’t just direct them by remote control. BY MARSHALL LAGER 34 Listen Up! Just because your customers are calling in to an automated response line doesn’t mean your script is automatically going to work. Designing a truly interactive conversation is anything but simple. BY RYAN JOE 39 The Master Piece As unified data hubs go mainstream, we offer six broad strokes to help you master the art of master data management. BY COLIN BEASTY CRM (ISSN 1529-8728) is published monthly by CRM Media, a division of Information Today, Inc., 143 Old Marlton Pike, Medford, NJ 08055. Periodicals postage paid at Medford, NJ, and at additional offices. Copyright 2008 by CRM Media. All rights reserved. Reproduction or use of the contents in whole or in part without permission of the publisher is prohibited. The publisher assumes no responsibility for care and return of unsolicited materials. Subscriptions: Free to qualified readers as defined on the subscription card, but a charge of $15 per year for subscribers in Canada and Mexico, and $40 per year for all other subscribers outside the United States is required for shipping charges. For nonqualified subscribers, charges are $23.95 per year within the United States, $38.95 per year in Mexico and Canada, and $63.95 per year in all other countries. Back issues are available at $7.50 for U.S. orders and $10.00 in Canada and elsewhere. All rights reserved. All charges are payable in advance in U.S. dollars. Send subscription requests and address changes (please include old mailing label) to: CRM magazine, P.O. Box 3510, Northbrook, IL 60065; or call 847-291-5213. Subscribe online: www.destinationCRM.com. POSTMASTER: Send address changes to CRM magazine, P.O. Box 3510, Northbrook, IL 60065. International Publications Mail (Canadian Distribution) Sales Agreement No. 1226983. www.destinationCRM.com CUSTOMER RELATIONSHIP MANAGEMENT | JANUARY 2008 3 http://www.destinationCRM.com http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - January 2008

CRM - January 2008 Contents Front Office Reality Check Customer Centricity The Tipping Point Facebook's About-Face On the Scene: Oracle OpenWorld 2007 CRM Market Set to Double Customers, Meet your Makers Required Reading Oh, Behave! Fine-Tuning the Channel Listen Up! The Master Piece Flying High on Customer Service Let's Get Digital The Big Rigs Get Revved Up Putting Asia in Your Pocket Secret of My Success Connect Re:Tooling Pint of View

CRM - January 2008

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