CRM - December 2007 - (Page 5)

22 28 34 Contents COVER STORY 22 It’s All Coming 2.0gether As 2007 ends and 2008 looms before us, the future of CRM may not be in the hands of the executive, but those of the customer. BY MARSHALL LAGER Vol. 11, No. 12 FEATURES 28 Power to the People Now that consumers can create content of their own, marketers no longer control the message. If you can’t lead the conversation, you’d better learn how to be part of it. BY JESSICA TSAI 34 Speak Up! Eleven strategies to ensure that you’re hearing your customers loud and clear. BY COREEN BAILOR 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 2007 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 | DECEMBER 2007 5 http://www.destinationCRM.com http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - December 2007

CRM - December 2007 Contents Front Office Reality Check Customer Centricity SAP’s Midmarket Design A Shift in SAP’s Growth Strategy: Buy Big to Get Bigger The Buyer Is Your Owner Prime Time for Streaming TV The Word on the Floor Market Focus: Energy/Utilities: Speaking Truth to Power (Companies) The Pulse Required Reading It’s All Coming 2.0gether Power to the People Speak Up! Document Management That's a Breeze Customers Gain Traction With Off-Road Vehicles Getting Connected With Surveys Mobile Data Gets Better Reception Secret of My Success Re:Tooling The Tipping Point Pint of View

CRM - December 2007

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