October 2009

Magazine Features

The Cure for the Common Virus

Given the powerful effects of some viral-marketing efforts, even those previously immune are seeing possibilities of epidemic proportions.

Mistaken Metrics

They say you can't manage what you can't measure. But what if you're using the wrong ruler?

Your Metrics Are Outdated

Times are changing — and so should your metrics.

The Evolution of E-Learning

As contact centers adapt to the needs of a recession—and an increasing number of Generation Y staffers—the systems designed to train agents have to adapt as well

What’s Your Type?

The Myers-Briggs Type Indicator (MBTI) is a 15-minute questionnaire designed to measure psychological preferences in perception and decision-making — and may help reveal what kind of customer or customer agent you could be.

Front Office

Can You Create a Viral Hit?

If your goal is to launch a viral campaign simply to increase your brand awareness, you're flirting with danger.

Reality Check

The Final Steps Are Just the Beginning

The Journey of Implementation — Part 3: A successful social media initiative merely opens up future possibilities.

Customer Centricity

You Are What You Measure

The measurements you track are an indication of the customer relationships you want to have.

The Tipping Point

Create Your Own Upturn

A shift from managing volume to managing relationships.

Scouting Report

Voice Self-Service to the Rescue

When live agents can't be had, interactive voice response systems may suffice.

Pint of View

The Message Has Two Faces

Find the truth hiding behind the brand.

Insight

Who Do You Trust About Trust?

What to do with conflicting research from reputable sources.

Required Reading: In Us We Trust

Chris Brogan, co-author of the new "Trust Agents," explains why there's no better relationship than one built on trust.

That's Not Fair!

A British initiative called Treating Customers Fairly focuses on the consumer.

Market Focus: Sports & Entertainment -- First Star I Tweet Tonight

Even a diehard fan wants to know the person behind it all.

Required Reading: Measuring Your Marketing

The author of The Marketing Performance Measurement Toolkit tries to help marketers identify what "success" really means.

CRM on Twitter: October 2009

REAL ROI

Driving Bigger Sales Down Under

The TAS Group steers FleetPartners toward its sweet spot with an influx of higher-quality deals.

Marketing to the Money Men

A wholesale provider of financial services tools finds a way to reach a better class of financial adviser.

Analytics Are Just the Ticket

In-depth analysis of online activity helps Rail Europe get its Web operations back on track.

Secret of My Success

Climbing to New Heights of Lead Generation

Looking to expand its library of ideas, CrownPeak, a provider of Web content management software, turns to Demandbase to target more customers at less expense.

Re:Tooling

Re:Tooling -- Marketing Campaign Optimization: Optimization for the Masses

When budgets get tight, marketers need to squeeze everything they can out of what's left.