CRM - May 2008 - (Page 4)

Contents COLUMNS/ DEPARTMENTS 6 Front Office The wind of change. 8 Feedback An open debate about open-source software. BY DAVID MYRON 16 10 Reality Check Is your contact center built for multichannel customers? BY BARTON GOLDENBERG 17 Vendors Go Virtual for Feedback Online communities are another way to get into customers’ heads. REAL ROI 43 Are You Ready to Party? When friends have fun, brands benefit—just ask the magazine Better Homes and Gardens, which saw an event reach more than 500,000 potential customers. 12 Customer Centricity The contact center identity crisis: You are who you talk to. BY DONNA FLUSS 18 Sense-sational Marketing Advertising is movin’ on up— and in, out, and around all the human senses. 14 The Tipping Point The hidden cost of software-as-a-service. BY J. DAVID LASHAR 19 How UGC Can Benefit CRM Fostering online communities and embracing user-generated content can provide great value for CRM. 44 Skin in the Game Centive smoothes away the calluses for Obagi Medical, a dermatology-product vendor. 47 Re:Tooling Price optimization tools. BY CHRISTOPHER MUSICO 45 The Right Numbers CRM, together with telephony technologies, leads to better sales for a direct marketer. 48 Connect Why CRM is a subspecies of master data management. BY JAMES KOBIELUS 19 destinationCRM Dashboard Oracle finally says “see ya” to “Siebel” for On Demand CRM; and other stories. 46 Secret of My Success Egg, the British online bank, hatches a customer-connection plan built on surveys, conducted by Confirmit. Corrections: Due to a reporting error, Teleperformance, one of the “Ones to Watch” in the Outsourcing category of our 2008 Service Leader Awards (April 2008, page 32), was incorrectly referred to as having lost a competitive bid for a contract with the United States Postal Service. It should be noted that Teleperformance has never had a contract with the United States Postal Service nor has it lost a competitive bid for such a contract. CRM deeply regrets the error. Due to a reporting error, an incomplete description of contact center implementation time appeared in our profile of iRobot, a 2008 Service Elite Award winner (April 2008, page 44). The contact center that opened eight weeks after the RightNow Technologies implementation was not offshore, but in Pennsylvania. The offshore contact center mentioned in the profile did not open until 14 months after the RightNow implementation, but took just six weeks to go live. CRM regrets any confusion this may have caused. 50 Pint of View CRM World News, Part III. BY MARSHALL LAGER 20 MARKET FOCUS: RETAIL/CONSUMER PACKAGED GOODS Price Check, Aisle 5 Everyone’s talking about “the R word”—Recession!— and now price is competing head-to-head with service. INSIGHT 16 Is CRM Too Hard for Microsoft? Redmond’s mighty software maker finally has what it needs for a great CRM program—but is it too late? 21 Required Reading Why talent management has been getting short shrift. 43 4 CUSTOMER RELATIONSHIP MANAGEMENT | MAY 2008 www.destinationCRM.com JOHN LOOMIS 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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