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CRM Magazine: October 2004
Magazine Features
Essentials for a 21st-century start-up: Business plan? Check. Line of credit? Check. CRM strategy? Check.
The limitations are not in the tool. They're in our application of the tool.
Managers are always searching for ways to spur productivity that will balance the needs of the customers, the agents, and the company.
The economy has forced marketing and salespeople to be less artists and more scientists as far as being very metrics-driven.
 
Front Office
I thought CRM was right for a company that considers it "customers" to be the facilities it maintains, because they are the recipients of this firm's services.
 
Reality Check
Most companies received passing marks...but we discovered six sales-knowledge gaps.
 
Customer Centricity
It is usually not the customer who is unprofitable, it is faulty business management that results in lack of profit.
 
Insight
Part of the freedom to improve ROI calculations arrived as CRM became more pervasive within whole organizations, and was not simply relied on to provide domino effects from individual groups like the sales and support organizations.
The ability to have a centralized call center may lead to an increase in the use of VoIP.
Violations, more often than not, are the acts of a company's own employees; Mother Nature is a very different kind of external threat.
Topics this month include outsourcing, sales mentoring, and customer advisory boards.
Database marketing has quickly become integral to many organizations' CRM operations.
The industry feels the same pressure as other markets do to do more with less.
 
REAL ROI
The pharmaceutical research firm augments its traditional program of paper manuals, management discussions, and group lecture training with a touch-screen video game dubbed Rocked or Shocked.
Follow these four steps to ensure that your customers know what you will do for them--and what is not a reasonable expectation.
Now the company uses NetTracker to help move customers from the call center to the Web.
MIS has collected nearly 45,000 names, a majority of which has opted-in to receive additional information from the company.
The company must respond to the constant evolution of hunting seasons throughout the year--and present the appropriate information to its various customers in respect to the season.
 
Secret of My Success
The U.K. law firm needed vital information to be visual and accessible to all.
 
Analyze This
Look for vendors that have derived at least 25 percent of revenues from midsize clients.
 
Diary of a CRM Initiative
"Tasks have no meaning unless they are completed in a way that supports the project's vision."
 

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