CRM - June 2007 - (Page 8) FEEDBACK Lo Conseguimos “ Universidad” (February 2007) illuminates a vital topic for U.S. businesses not focusing on the vast, growing Hispanic market. The article points out there will be over 42 million Hispanics in the United States by the end of the year. One of every seven potential consumers will be Hispanic, with two thirds specifically of Mexican origin. The article serves as a wake-up call for existing businesses to start formulating a strategy to reach out to Hispanic consumers to ensure that steps have been taken to create cultural awareness in all areas of their business, including customer service. It is critical for businesses to develop a culturally sensitive customer service team. Without properly educated receptionists, assistants, and customer service representatives the enormous investments the company has made in products, services, and marketing will be immediately undone by untrained staff. Multicultural training is a necessity, not an option. Companies must consider hiring experts for training and workshops so the next time someone calls your company speaking with an accent, you’ll know they’ll be warmly greeted rather than insulted and left to go to the competition. H I S PA N I C M A R K E T I N G Goes to for the sake of efficiency. Relevance, timeliness, and responsiveness can all be positives in the manner that you are describing them. However, all too often companies use all of these to trigger unsolicited sales pitches. A comment on convenience: Customers do like convenience but it doesn’t lead to a stronger relationship. Convenience, efficiency, and price trigger indifference in customers, which is the antithesis of emotional engagement. Indifferent customers make decisions based on the best trade-off between price and convenience every time and therefore are inherently not loyal. John Todor, Ph.D. Letters may be edited for length or clarity. Who are the Richard Villasana Expert on Mexico Culture, Communication and Business Practices rvillasana@TheMexicoGuru.com always found interesting and soon learned that many salespeople will say anything to make a buck. I’ve lived long enough now to see people do about anything for the almighty dollar. And I agree with you regarding Ishmaels. We’re buying image now, not coffee. Oh, woe the power of the Dark Side. Thanks again. I really enjoyed the article. Jeffrey Willey Communications Specialist Newberry Group Inc. stars We’re buying image now, not coffee. Oh, woe the power of the Dark Side. of the CRM industry? Sainted I WANT TO both thank you and congrat- ulate you on your very insightful (and clever) Pint of View “The Devilish Drift” (January 2007). I recall my business law class back in the early 1980s: The professor (a former Iowa Supreme Court judge) befuddled the class with how the law really works. It was a bit of a shock to learn that it was legal for salespeople to puff up or exaggerate the benefits and abilities of their product or service. I 8 Voice your opinion today by visiting www.destinationCRM.com and completing the nomination forms for the CRM Leader, Rising Star, and Elite awards. The deadline for entries is Friday, June 8. Look for the results in the September issue of CRM magazine. destinationCRM.com Person to Person “ THE EMOTIONALLY Detached Cus- tomer” (Viewpoint, April 2007) should be hitting a nerve for a lot of businesses that have depersonalized business interactions CUSTOMER RELATIONSHIP MANAGEMENT | JUNE 2007 www.destinationCRM.com http://www.destinationCRM.com http://www.destinationCRM.com http://www.destinationCRM.com Table of Contents for the Digital Edition of CRM - June 2007 Contents Front Office Feedback Reality Check A Green Light for Marketing SAP Loses Visionary Agassi Over CEO Rift Legal Trouble for SAP Buying Into the Customer Experience destinationCRM Dashboard Required Reading The Pulse Dirty Little Data Secret Custom Fits Wise Guide Know All, See All Cleaned-Up Visibility Content Management Is for Lovers (and Clydesdales) Gunning the Sales Accelerator Secret of My Success Re:Tooling Customer Centricity The Tipping Point Pint of View CRM - June 2007 CRM - June 2007 - (Page Cover1) CRM - June 2007 - (Page Cover2) CRM - June 2007 - Contents (Page 3) CRM - June 2007 - Contents (Page 4) CRM - June 2007 - Contents (Page 5) CRM - June 2007 - Front Office (Page 6) CRM - June 2007 - Front Office (Page 7) CRM - June 2007 - Feedback (Page 8) CRM - June 2007 - Feedback (Page 9) CRM - June 2007 - Reality Check (Page 10) CRM - June 2007 - Reality Check (Page 11) CRM - June 2007 - Reality Check (Page 12) CRM - June 2007 - SAP Loses Visionary Agassi Over CEO Rift (Page 13) CRM - June 2007 - Legal Trouble for SAP (Page 14) CRM - June 2007 - Buying Into the Customer Experience (Page 15) CRM - June 2007 - destinationCRM Dashboard (Page 16) CRM - June 2007 - The Pulse (Page 17) CRM - June 2007 - Dirty Little Data Secret (Page 18) CRM - June 2007 - Dirty Little Data Secret (Page 19) CRM - June 2007 - Dirty Little Data Secret (Page 20) CRM - June 2007 - Dirty Little Data Secret (Page 21) CRM - June 2007 - Dirty Little Data Secret (Page 22) CRM - June 2007 - Dirty Little Data Secret (Page 23) CRM - June 2007 - Custom Fits (Page 24) CRM - June 2007 - Custom Fits (Page 25) CRM - June 2007 - Custom Fits (Page 26) CRM - June 2007 - Custom Fits (Page 27) CRM - June 2007 - Custom Fits (Page 28) CRM - June 2007 - Custom Fits (Page Supp1) CRM - June 2007 - Custom Fits (Page Supp2) CRM - June 2007 - Custom Fits (Page Supp3) CRM - June 2007 - Custom Fits (Page Supp4) CRM - June 2007 - Custom Fits (Page Supp5) CRM - June 2007 - Custom Fits (Page Supp6) CRM - June 2007 - Custom Fits (Page Supp7) CRM - June 2007 - Custom Fits (Page Supp8) CRM - June 2007 - Custom Fits (Page 29) CRM - June 2007 - Custom Fits (Page 30) CRM - June 2007 - Custom Fits (Page 31) CRM - June 2007 - Custom Fits (Page 32) CRM - June 2007 - Custom Fits (Page 33) CRM - June 2007 - Wise Guide (Page 34) CRM - June 2007 - Wise Guide (Page 35) CRM - June 2007 - Wise Guide (Page 36) CRM - June 2007 - Wise Guide (Page 37) CRM - June 2007 - Wise Guide (Page 38) CRM - June 2007 - Wise Guide (Page 39) CRM - June 2007 - Cleaned-Up Visibility (Page 40) CRM - June 2007 - Content Management Is for Lovers (and Clydesdales) (Page 41) CRM - June 2007 - Gunning the Sales Accelerator (Page 42) CRM - June 2007 - Secret of My Success (Page 43) CRM - June 2007 - Re:Tooling (Page 44) CRM - June 2007 - Re:Tooling (Page 45) CRM - June 2007 - Customer Centricity (Page 46) CRM - June 2007 - Customer Centricity (Page 47) CRM - June 2007 - The Tipping Point (Page 48) CRM - June 2007 - The Tipping Point (Page 49) CRM - June 2007 - Pint of View (Page 50) CRM - June 2007 - Pint of View (Page Cover3) CRM - June 2007 - Pint of View (Page Cover4) http://www.nxtbookMEDIA.com
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