CRM - October 2008 - (Page 3)

ice R 22 28 33 e ight 38 Contents COVER STORY BY CHRISTOPHER MUSICO Vol. 12, No. 10 22 There’s No Place Like Home As technology drives flexibility, the living room is becoming the new contact center. Will customer service ever be the same? FEATURES 28 The New Breed of CRM Consultant With the days of never-ending engagements and limitless budgets long gone, CRM can no longer sustain the consultancies of yesteryear. But what kinds of professional services are needed in today’s industry—and what kind of CRM are consultants selling? BY LAUREN McKAY 33 The Price Is Right You Hope Maximizing profit isn’t about squeezing your customers dry; it’s about charging them what’s fair. Price optimization is no longer a secret—it’s a competitive differentiator for those wise enough to explore it. BY MARSHALL LAGER 38 How Much Marketing Is Too Much? Whether marketers send messages across multiple channels or just one, every customer has a limit. The trick is knowing where that limit is. BY JESSICA TSAI 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 | OCTOBER 2008 3 http://www.destinationCRM.com http://www.destinationCRM.com

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

CRM - October 2008 Contents Front Office Feedback Reality�Check Customer Centricity The Tipping Point Sprinting Toward Disaster? SAP�Retains Market-Share Lead in�CRM A�Week of Strong Customer�Service CRM�on Twitter Build a Good Event and They Will Come Required Reading There's No Place Like Home The New Breed of CRM�Consultant The Price is Right...You Hope How Much Marketing is Too�Much? The�Sweet Smell of High-Quality�Service The Next Act! For An Acquisition Some Stories Never Get Old CRM�Eases the Pressure For WIKA�Instruments Secret of My Success Re:Tooling Scouting Report Pint of View

CRM - October 2008

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