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CRM Magazine: November 2003
Magazine Features
Two divisions that serve The Schwan Food Company's markets, Schwan's Home Service and Schwan's Food Service Group, have revamped their CRM strategies as part of Schwan's ongoing effort to keep customers satisfied and loyal.
The notion that there is a fixed relationship between the quality of the product or service you offer and the enthusiasm those products or services generate in your customers persists. In reality, the relationship between those two values is far from fixed.
CRM magazine, in partnership with strategic CRM measurement and improvement firm CRMetrix, invited readers to evaluate their organizations' CRM measurement systems against CRM measurement best practices. More than 260 executives responded to the survey. Fifty-four percent say their implementation is live, 15 percent of them are in the process of deploying CRM, and 31 percent of them are still in the planning stage.
Despite the anxiety of handing over call center operations to a third-party outsourcer, organizations are still quietly off-loading their customer support efforts.
 
Front Office
Often customer expectations are misaligned with company offerings.
 
Reality Check
Carefully consider and prioritize the business-functional, technical-features, and user-friendliness/support requirements for your CRM system--then move into the CRM-software selection process.
 
Insight
A self-service pilot program using touch screen kiosks has allowed McDonald's to increase capacity, taking more customers' orders than before.
The SuperPowers of CRM panelists at a recent Frost & Sullivan Sales & Marketing Strategies Executive Summit answer CRM magazine Editor-in-Chief Ginger Conlon's 30-second CRM-advice question.
U.S. call center spending in the financial services industry between 1998 and 2003 increased by 118 percent; Customers are looking for better integration between applications, information systems, and portals; and companies are getting into offshore BPO, but enterprises should also examine the benefits from offshore "insourcing."
 
REAL ROI
The new marketing method has resulted in close rates at the call center that are several times higher than prior to the implementation.
Hundreds of thousands of customers visit the support portal, which has deflected a significant portion of calls from Charter's contact center.
The mortgage-refinancing boom taught wholesale lenders a real lesson about the loyalty and attention span of their broker-partners.
Travelex's SFA and CRM pieces were not integrated with the processing system, so the sales group refused to use it; Travelex decided to trash its system in favor of another solution.
 
Secret of My Success
Once we started the process of searching for a new commerce solution we began to realize that the solution would have to be CRM-driven.
 
Straight Talk
Remember, customers have a choice when facing a complaint: They can call you or call your competition. Complaints are second chances, and we don't get too many of those.
 

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