CRM - August 2008 - (Page 39) CRM j j Searches j for Search THE TECHNOLOGY TO LOCATE INFORMATION MAY BE READILY AVAILABLE, BUT CAN CRM SYSTEMS UNCOVER THEIR OWN BURIED TREASURE? by Paul Korzeniowski Oz Benamram, director of knowledge management at Morrison & Foerster, an international law firm with more than 3,000 employees and 17 offices worldwide, describes the latest iteration of the CRM applications it’s using as “CRM on steroids.” The company had struggled to make sense of the data that it had collected, such as which areas of expertise its lawyers had, which companies they had worked with, and which employees knew individuals working for potential clients. Now whenever someone types in a name, that information pops up, saving the company time and making it better able to market and deliver its services. The key to this transformation has been the integration of the firm’s CRM system, LexisNexis’ Interaction, with Recommind, an enterprise search system. With the two coupled, Benamram says employees are able to access information quickly and effectively, so servicing customers becomes simpler and searching for new prospects more effective. However, Benamram’s experiences are exceptional—at least for the moment. “Among our several hundred customers, we have not seen many integrate CRM into enterprise search,” admits Raul Valdes-Perez, chief executive officer at enterprise search supplier Vivisimo. Issues—such as the complexity of taking that step, securing search information, and the packaging of enterprise search systems—have prevented widespread adoption. While observers expect such barriers to fall eventually, the transformation appears to be a long-term process rather than a short-term fix. CUSTOMER RELATIONSHIP MANAGEMENT | AUGUST 2008 39
Table of Contents Feed for the Digital Edition of CRM - August 2008 CRM - August 2008 Contents Front Office Feedback Reality Check Customer Centricity The Tipping Point Maximum Security A Code Win Doesn’t Blow Forming the Platform CRM on Twitter CRM Class Is in Session Making CRM Mandatory for University Administration Required Reading Cover Story: Calling it Quits Wouldja Look at That? 8 Enterprise Strategies That Stick CRM Searches for Search All Lines Are Not Busy UC: As Easy as A-B-C Even Contact Centers Have Room for Improvement Money Lying Around? Secret of My Success Re:Tooling Scouting Report Pint of View CRM - August 2008 CRM - August 2008 - CRM - August 2008 (Page Cover1) CRM - August 2008 - CRM - August 2008 (Page Cover2) CRM - August 2008 - Contents (Page 3) CRM - August 2008 - Contents (Page 4) CRM - August 2008 - Contents (Page 5) CRM - August 2008 - Front Office (Page 6) CRM - August 2008 - Front Office (Page 7) CRM - August 2008 - Feedback (Page 8) CRM - August 2008 - Feedback (Page 9) CRM - August 2008 - Reality Check (Page 10) CRM - August 2008 - Reality Check (Page 11) CRM - August 2008 - Customer Centricity (Page 12) CRM - August 2008 - Customer Centricity (Page 13) CRM - August 2008 - The Tipping Point (Page 14) CRM - August 2008 - The Tipping Point (Page 15) CRM - August 2008 - Maximum Security (Page 16) CRM - August 2008 - A Code Win Doesn’t Blow (Page 17) CRM - August 2008 - CRM on Twitter (Page 18) CRM - August 2008 - CRM Class Is in Session (Page 19) CRM - August 2008 - Making CRM Mandatory for University Administration (Page 20) CRM - August 2008 - Required Reading (Page 21) CRM - August 2008 - Cover Story: Calling it Quits (Page 22) CRM - August 2008 - Cover Story: Calling it Quits (Page 23) CRM - August 2008 - Cover Story: Calling it Quits (Page 24) CRM - August 2008 - Cover Story: Calling it Quits (Page 25) CRM - August 2008 - Cover Story: Calling it Quits (Page 26) CRM - August 2008 - Cover Story: Calling it Quits (Page BP1) CRM - August 2008 - Cover Story: Calling it Quits (Page BP2) CRM - August 2008 - Cover Story: Calling it Quits (Page BP3) CRM - August 2008 - Cover Story: Calling it Quits (Page BP4) CRM - August 2008 - Cover Story: Calling it Quits (Page BP5) CRM - August 2008 - Cover Story: Calling it Quits (Page BP6) CRM - August 2008 - Cover Story: Calling it Quits (Page BP7) CRM - August 2008 - Cover Story: Calling it Quits (Page BP8) CRM - August 2008 - Cover Story: Calling it Quits (Page BP9) CRM - August 2008 - Cover Story: Calling it Quits (Page BP10) CRM - August 2008 - Cover Story: Calling it Quits (Page BP11) CRM - August 2008 - Cover Story: Calling it Quits (Page BP12) CRM - August 2008 - Cover Story: Calling it Quits (Page 27) CRM - August 2008 - Wouldja Look at That? (Page 28) CRM - August 2008 - Wouldja Look at That? (Page 29) CRM - August 2008 - Wouldja Look at That? (Page 30) CRM - August 2008 - Wouldja Look at That? (Page 31) CRM - August 2008 - Wouldja Look at That? (Page 32) CRM - August 2008 - Wouldja Look at That? (Page 33) CRM - August 2008 - 8 Enterprise Strategies That Stick (Page 34) CRM - August 2008 - 8 Enterprise Strategies That Stick (Page 35) CRM - August 2008 - 8 Enterprise Strategies That Stick (Page 36) CRM - August 2008 - 8 Enterprise Strategies That Stick (Page 37) CRM - August 2008 - 8 Enterprise Strategies That Stick (Page 38) CRM - August 2008 - CRM Searches for Search (Page 39) CRM - August 2008 - CRM Searches for Search (Page 40) CRM - August 2008 - CRM Searches for Search (Page 41) CRM - August 2008 - CRM Searches for Search (Page 42) CRM - August 2008 - UC: As Easy as A-B-C (Page 43) CRM - August 2008 - Even Contact Centers Have Room for Improvement (Page 44) CRM - August 2008 - Money Lying Around? (Page 45) CRM - August 2008 - Secret of My Success (Page 46) CRM - August 2008 - Re:Tooling (Page 47) CRM - August 2008 - Scouting Report (Page 48) CRM - August 2008 - Scouting Report (Page 49) CRM - August 2008 - Pint of View (Page 50) CRM - August 2008 - Pint of View (Page Cover3) CRM - August 2008 - Pint of View (Page Cover4)
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