What we're reading this month

Yvonne Summers's picture

From Forbes: The New Normal: Your Customer Is in the Driver's Seat

In this article, the author examines the findings of Accenture's 2009 Global Consumer Satisfaction Survey, explaining how segmentation and analytics help companies provide directions in light of consumers’ rising expectations.

From Think Customers: The 1to1 Blog: Voice of the Customer 2.0

In this article, the author summarizes the importance of the voice of the customer, and how companies can meet customer expectations by aligning all parts of their business around customer feedback, taking swift action in real time, and closing the loop with customers to let them know their voice was heard.

From Return on Intelligence: All About ROI Blog): Automate Your Emails to Increase ROI

In this article, the author discusses the cross-selling benefits he sees in automated email campaigns.

From Think Customers: The 1to1 Blog: Engaging the Customer Means Becoming Relevant -- In Any Channel

The author examines how the typical American receives 600 marketing messages daily, and how marketers aiming to achieve greater relevance need to take a data-driven approach in order to successfully execute relevant campaigns using the tools and resources they have.

From CRM Magazine: Has CRM Lost Its Revenue Mojo?

CRM Magazine, May 2010

Jim Dickie from CSO Insights discusses the question, “What value does CRM really create for companies?”  In the article he discusses how the CRM market has changed over the years, and how the perception of CRM value reflects those developments.  He writes, “The management of opportunities, contacts, and forecasts may have seemed innovative 10 or 15 years ago, but those features haven’t qualified as ‘innovations’ in quite some time. They’re simply part of what we do. As a result, CRM’s value for many sales organizations may have been marginalized.”   

From DM News: Process Makes Perfect

This article discusses the three main processes companies should incorporate into their email programs that help enable organizations to take on a proactive stance, engaging and controlling their interactions with customers. In reviewing the importance of companies tailoring their emails to each customer, the author writes, “To take it to the next level, you need to have a complete picture of your customer. For many companies this data exists, but is often trapped in siloed databases. The value of data emerges once it is extracted and synthesized; the more relevant the message, the more successful the campaign.”

From Customer experience Matters Blog: The 4 Customer Experience Competencies

In this article, the author visually presents the four branches of customer experience competencies necessary for a company’s long-term success: employer engagement, customer connectedness, purposeful leadership, and compelling brand values. The author writes, “As companies master these four competencies, they evolve into a ‘Customer-Centric Organization,’ an organization that continuously aligns its resources with customer needs.” 

From Think Customers: The 1to1 Blog: The Self-Funding Journey From Product Centricity to Customer Centricity

In this article, the author examines how the trend in the next three years will shift from product centricity to customer centricity.  He then describes the five phases organizations must go through in order to achieve customer centricity.

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