CRM - February 2008 - (Page 27) ALWAYS WELCOME TO THE NEW DEMOGRAPHIC REALITY: N The purse strings of the future are controlled by the digital client. THE NEW GENERATION OF CONSUMERS, CLIENTS, AND CONNECTED—TO THE CUSTOMERS IS PERPETUALLY INTERNET, TO YOU, AND TO EACH OTHER. WHAT CAN WEB 2.0 DO FOR YOU? // BY I’ve written about that digital client quite a bit in these pages lately (“The Rise of the Digital Client,” August 2007, page 12, and “Web 2.0 and the Digital Client,” November 2007, page 8)—the “always-on, always-connected” generation that considers it a God-given right to be continuously plugged into the Internet and to each other. The under-23 set spends, on average, 8.5 hours per day digitally connected. Ninety percent of them conduct presale research on the Web and half of them purchase there. In short, this is the generation that produces user-generated content, connects through social networking, and lives and breathes Web 2.0 technologies—and they’re changing the very nature of commerce. In fact, no less an industry maven than John Chambers, the vibrant chief executive officer of Cisco Systems, recently concluded that “what our children started…will be the business models of the future.” And the newest mantra of this clamoring class? Business in an instant. For the always-on, always-connected digital client, multichannel is an integral part of the idea of business in an instant, a natural outcome of achieving CRM in real time: By linking together all players involved in the supply/demand chain, and utilizing CRM applications that help manage the relationships between these players, information flows in real time in both directions. (See “Multiplicity Means More,” page 8, for a closer look at the multichannel experience.) Tim Bajarin of Creative Strategies (see “Anytime, Anywhere,” page 28) takes it a step further by noting that the digital BARTON GOLDENBERG CUSTOMER RELATIONSHIP MANAGEMENT | FEBRUARY 2008 ) 27
Table of Contents Feed for the Digital Edition of CRM - February 2008 CRM - February 2008 Contents Front Office Reality Check Customer Centricity The Tipping Point The Loyalty Riddle CRM Drives Down-Market Out of the Gate: Marketers Rate ’08 Traits The Pulse Consultants Adapt to CRM’s Changing Landscape Required Reading Cover Story: CRM Gets Serious Contact Center Solutions Always On Rumble in the Office The Smallest Slice Tying Up Cable’s Loose Ends Burning Up the Paper Trail Sunny Skies for Knology No More Bumps for BlueRoads Secret of My Success Re:Tooling Scouting Report Pint of View CRM - February 2008 CRM - February 2008 - CRM - February 2008 (Page Cover1) CRM - February 2008 - CRM - February 2008 (Page Cover2) CRM - February 2008 - Contents (Page 3) CRM - February 2008 - Contents (Page 4) CRM - February 2008 - Contents (Page 5) CRM - February 2008 - Front Office (Page 6) CRM - February 2008 - Front Office (Page 7) CRM - February 2008 - Reality Check (Page 8) CRM - February 2008 - Reality Check (Page 9) CRM - February 2008 - Customer Centricity (Page 10) CRM - February 2008 - Customer Centricity (Page 11) CRM - February 2008 - The Tipping Point (Page 12) CRM - February 2008 - The Tipping Point (Page 13) CRM - February 2008 - The Tipping Point (Page 14) CRM - February 2008 - The Tipping Point (Page 15) CRM - February 2008 - The Tipping Point (Page 16) CRM - February 2008 - CRM Drives Down-Market (Page 17) CRM - February 2008 - CRM Drives Down-Market (Page 18) CRM - February 2008 - Out of the Gate: Marketers Rate ’08 Traits (Page 19) CRM - February 2008 - Consultants Adapt to CRM’s Changing Landscape (Page 20) CRM - February 2008 - Required Reading (Page 21) CRM - February 2008 - Cover Story: CRM Gets Serious (Page 22) CRM - February 2008 - Cover Story: CRM Gets Serious (Page 23) CRM - February 2008 - Cover Story: CRM Gets Serious (Page 24) CRM - February 2008 - Cover Story: CRM Gets Serious (Page 25) CRM - February 2008 - Cover Story: CRM Gets Serious (Page 26) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert1) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert2) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert3) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert4) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert5) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert6) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert7) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert8) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert9) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert10) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert11) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert12) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert13) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert14) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert15) CRM - February 2008 - Cover Story: CRM Gets Serious (Page insert16) CRM - February 2008 - Always On (Page 27) CRM - February 2008 - Always On (Page 28) CRM - February 2008 - Always On (Page 29) CRM - February 2008 - Always On (Page 30) CRM - February 2008 - Always On (Page 31) CRM - February 2008 - Rumble in the Office (Page 32) CRM - February 2008 - Rumble in the Office (Page 33) CRM - February 2008 - Rumble in the Office (Page 34) CRM - February 2008 - Rumble in the Office (Page 35) CRM - February 2008 - Rumble in the Office (Page 36) CRM - February 2008 - The Smallest Slice (Page 37) CRM - February 2008 - The Smallest Slice (Page 38) CRM - February 2008 - The Smallest Slice (Page 39) CRM - February 2008 - The Smallest Slice (Page 40) CRM - February 2008 - The Smallest Slice (Page 41) CRM - February 2008 - Burning Up the Paper Trail (Page 42) CRM - February 2008 - Sunny Skies for Knology (Page 43) CRM - February 2008 - No More Bumps for BlueRoads (Page 44) CRM - February 2008 - Secret of My Success (Page 45) CRM - February 2008 - Re:Tooling (Page 46) CRM - February 2008 - Re:Tooling (Page 47) CRM - February 2008 - Scouting Report (Page 48) CRM - February 2008 - Scouting Report (Page 49) CRM - February 2008 - Pint of View (Page 50) CRM - February 2008 - Pint of View (Page Cover3) CRM - February 2008 - Pint of View (Page Cover4)
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