CRM - February 2009 - (Page 4) Contents 50 COLUMNS/ DEPARTMENTS 6 Front Office Focus on what matters most. BY DAVID MYRON 14 INSIGHT 14 Express Service American Express wants to cut spending as it enters 2009— nearly $2 billion worth—but what happens if its customers do the same? 45 REAL ROI 42 Constructing a Virtual Customer Experience Wagner Equipment Co. digs deeper into service—and saves hard cash—with Siemens. 8 Reality Check The rebirth of layaway in an age of automation. BY DENIS POMBRIANT 43 Next Customer, Please! Adobe increases conversions with the help of behavioraltargeted live chat. 15 CRM on Twitter A selection of tweets making noise about the recession. 10 Customer Centricity Customer retention is the best use of a bad situation. BY IAN JACOBS 16 Breaking Customer Service Tradition More companies are realizing they don’t necessarily need a contact center to deliver a great experience. 44 It’s Showtime! Cobb Theatres makes a blockbuster move to combine dining and moviegoing. 12 The Tipping Point Constrained spending is no excuse for CRM stagnation. BY J. DAVID LASHAR 45 From A(erospace) to Z(oology) Technology provider National Instruments caters to a community. 47 Re:Tooling Web conferencing gets called to order. BY CHRISTOPHER MUSICO 16 Outsprinted Telecom giant Sprint cuts back on telecom contact centers. 48 Scouting Report Contact centers in the Web 2.0 world. BY BETH EISENFELD AND DONNA FLUSS 17 That’s (Not) Entertainment Playboy and other entertainment companies make cuts—but hope to keep the brand alive. 46 Secret of My Success D-Tools tries riding out the recession with low-cost, high-quality CRM. 50 Pint of View The depression? Great. BY MARSHALL LAGER 18 MARKET FOCUS: AUTOMOTIVE Running on Empty Will Detroit get the help it claims to need, or the fate some say it deserves? 19 Required Reading Finding a new path to customers means identifying what works, what doesn’t, and why. 4 CUSTOMER RELATIONSHIP MANAGEMENT | FEBRUARY 2009 www.destinationCRM.com http://www.destinationCRM.com
Table of Contents Feed for the Digital Edition of CRM - February 2009 CRM - February 2009 Contents Front Office Reality Check Customer Centricity The Tipping Point Express Service CRM on Twitter Breaking Customer Service Tradition Outsprinted That’s (Not) Entertainment Running on Empty Required Reading Up Against the Downturn The Numbers Tell the Tale Make Marketing Your Megaphone! Hold Onto Your Customers! Spend Your Way Out! Constructing a Virtual Customer Experience Next Customer, Please! It’s Showtime! From A(erospace) to Z(oology) Secret of My Success Re:Tooling Scouting Report Pint of View CRM - February 2009 CRM - February 2009 - CRM - February 2009 (Page Cover1) CRM - February 2009 - CRM - February 2009 (Page Cover2) CRM - February 2009 - Contents (Page 3) CRM - February 2009 - Contents (Page 4) CRM - February 2009 - Contents (Page 5) CRM - February 2009 - Front Office (Page 6) CRM - February 2009 - Front Office (Page 7) CRM - February 2009 - Reality Check (Page 8) CRM - February 2009 - Reality Check (Page 9) CRM - February 2009 - Customer Centricity (Page 10) CRM - February 2009 - Customer Centricity (Page 11) CRM - February 2009 - The Tipping Point (Page 12) CRM - February 2009 - The Tipping Point (Page 13) CRM - February 2009 - Express Service (Page 14) CRM - February 2009 - CRM on Twitter (Page 15) CRM - February 2009 - Outsprinted (Page 16) CRM - February 2009 - That’s (Not) Entertainment (Page 17) CRM - February 2009 - Running on Empty (Page 18) CRM - February 2009 - Required Reading (Page 19) CRM - February 2009 - Required Reading (Page 20) CRM - February 2009 - Up Against the Downturn (Page 21) CRM - February 2009 - The Numbers Tell the Tale (Page 22) CRM - February 2009 - The Numbers Tell the Tale (Page 23) CRM - February 2009 - Make Marketing Your Megaphone! (Page 24) CRM - February 2009 - Make Marketing Your Megaphone! (Page 25) CRM - February 2009 - Make Marketing Your Megaphone! (Page 26) CRM - February 2009 - Make Marketing Your Megaphone! (Page 27) CRM - February 2009 - Make Marketing Your Megaphone! (Page 28) CRM - February 2009 - Make Marketing Your Megaphone! (Page 29) CRM - February 2009 - Hold Onto Your Customers! (Page 30) CRM - February 2009 - Hold Onto Your Customers! (Page 31) CRM - February 2009 - Hold Onto Your Customers! (Page 32) CRM - February 2009 - Hold Onto Your Customers! (Page 33) CRM - February 2009 - Hold Onto Your Customers! (Page 34) CRM - February 2009 - Hold Onto Your Customers! (Page 35) CRM - February 2009 - Spend Your Way Out! (Page 36) CRM - February 2009 - Spend Your Way Out! (Page 37) CRM - February 2009 - Spend Your Way Out! (Page 38) CRM - February 2009 - Spend Your Way Out! (Page 39) CRM - February 2009 - Spend Your Way Out! (Page 40) CRM - February 2009 - Spend Your Way Out! (Page 41) CRM - February 2009 - Constructing a Virtual Customer Experience (Page 42) CRM - February 2009 - Next Customer, Please! (Page 43) CRM - February 2009 - It’s Showtime! (Page 44) CRM - February 2009 - From A(erospace) to Z(oology) (Page 45) CRM - February 2009 - Secret of My Success (Page 46) CRM - February 2009 - Re:Tooling (Page 47) CRM - February 2009 - Scouting Report (Page 48) CRM - February 2009 - Scouting Report (Page 49) CRM - February 2009 - Pint of View (Page 50) CRM - February 2009 - Pint of View (Page Cover3) CRM - February 2009 - Pint of View (Page Cover4)
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