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CRM Magazine: August 2003
Magazine Features
Here, the winning strategies of five CRM project leaders who successfully championed CRM initiatives within their organizations.
Is it possible to strike a balance between optimizing productivity and providing top-notch service and profit from it? Yes.
Take the following advice on how to overcome these six barriers, and keep your organization from being among those that have squandered their CRM investments.
The average cost of taking a family of four to an NBA game passed $280 this year, according to Team Marketing Report. When you drop that kind of money for an event, sports is about more than the thrill of victory.
 
Front Office
 
Reality Check
Customers are rarely loyal. They are willing to jump at the first perceived slight or problem, even if they have been dealing with you for years.
 
Insight
In CRM initiatives, faster may mean better--but not always.
Everything from phased deployments to optimizing business processes to implementing self-service to the rise in hosted solutions is being spurred by companies' desire to cut costs.
There is a need for more marketing accountability and precision; companies should look at ROI across the enterprise, for example, CRM and supply chain together; and total customer value should include each customer's current value, their future value, and associated value.
When it comes to communication devices, people simply prefer using the phone.
Companies need to balance the potential of bringing in more revenue with overly aggressive tactics that might send a customer running to a rival.
 
REAL ROI
A mobile piece makes it possible for Intuitive sales reps to capture critical data in real time.
Skechers cut its email queries in half, to 4,500 each month, and can capture more customer information for marketing purposes--all now done with one tenth the old staff size.
 
Secret of My Success
RTI's CRM suite was written to help software developers support software, so it was right in line with Harris-Baseview's business model.
 
Hot Prospects
Salesforce.com is reinventing itself with what CEO Marc Benioff says is the company's most significant release since launching its hosted CRM product.
Oracle's new product seeks to not only automate the administrative aspects of the selling process, but also optimize effectiveness.
To drive down procurement costs, Choice Hotels built ChoiceBuys.com, an electronic marketplace for its hotels and supply vendors.
 
Straight Talk
Many customer-centric initiatives fail because they are done on the surface level and do not reach to the core of the business.
 

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