In our last installment, we looked at how CLV (customer lifetime value) — the measure of potential income streams and costs over the lifetime of a customer — has become increasingly less relevant in the hyper-competitive, fast-changing, global electronic marketplace.…
According to a recent survey of CIOs (chief information officers), more of these executives are focusing this year on their organization’s ability to execute and support CRM (customer relationship management) by taking a hard look at their infrastructures. This comes…
In my last column, I discussed the first of three principles that are common to launching a successful CRM initiative. In this, the second installment in the two-part series on Getting Started, I’ll discuss the two remaining principles. Step Two:…
There’s great truth to the adage: "You can’t manage what you don’t measure." The trick is in picking the right measures and deciding how to use them. Calculating ROI (Return On Investment — the ratio of profit gained or lost…
In my last column, I wrote about how personalization technologies have impacted business practices, and I discussed the first of three personalization categories – simple Web-based analytics. In this, the second part of this discussion on personalization, I’ll cover the…
We’ve come a long way in personalization. So far, in fact, that in many ways we’re right back where we started! What was once a carefully defined (as well as manually intensive and very expensive) niche strategy, personalization has recently…
We are only beginning to see the effects of offering relevant, personalized value propositions to individual customers through their preferred channel. The results can dramatically increase loyalty and customer lifecycle values in the form of more frequent and larger repeat…
From all the news and commentary about CRM — a recent Gartner Group study suggests that up to 60 percent of such implementations fail — one would conclude that we in the CRM community still haven’t been able to articulate…
In this, the second part of the inaugural column for the eCRM Guide, I’ll cover the remaining three of five trends affecting our industry. In the first column, I discussed the first two industry trends, in which I predict that:…
For my first two columns, I thought I’d hit some of the key trends in the eCRM field — trends that may well figure prominently in our industry, and our lives — as the year unfolds. With so many new…