CRM - May 2008 - (Page 3)

22 27 32 38 Contents COVER STORY 22 The Moving Target Mobile phones have been around for decades—but the ability to market to mobile-phone users is relatively new. No wonder marketers are still struggling to get it right. BY JESSICA TSAI Vol. 12, No. 5 FEATURES 27 The Excellence Myth In an exclusive excerpt from his new book, Excellence Every Day, industry thought leader Lior Arussy examines the truth—and crippling fictions—behind the value of experience. BY LIOR ARUSSY 32 Seven Steps to SOA Success Services-oriented architecture—and the Web services it supports—is one of today’s hottest software trends. It’s also one of the least understood. BY JESSICA SEBOR 38 And They’re Off! Offshore, that is—and nearshore, and homeshore. When it comes to outsourcing contact centers, it’s a whole new horse race. BY CHRISTOPHER MUSICO 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 | MAY 2008 3 http://www.destinationCRM.com http://www.destinationCRM.com

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

CRM - May 2008 Contents Front Office Feedback Reality Check Customer Centricity The Tipping Point Is CRM Too Hard for Microsoft Vendors Go Virtual For Feedback Sense-sational Marketing How UGC Can Benefit CRM DestinationCRM Dashboard Price Check, Aisle 5 Required Reading The Moving Target The Excellence Myth Seven Steps to SOA Success And They're Off! Are You Ready to Party? Skin in the Game The Right Numbers Secret of My Success Re: Tooling Connect Pint of View

CRM - May 2008

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