| Stock Ticker |
| eLoyalty | 5 |  | 0.25 |
| Selectica | 1.12 | | 0.03 |
| Astea | 3.09 | | 0.06 |
| NetSuite | 18.03 | | 0.3 |
| APAC | 2.21 | | 0.03 |
| Salesforce | 65.48 | | 0.84 |
| LivePerson | 3.25 | | 0.04 |
| Pegasystems | 14.4 | | 0.09 |
| Sykes | 19.49 | | 0.09 |
| Vignette | 12.69 | | 0.05 |
| Intervoice | 8.21 | | 0.02 |
| Epicor | 7.92 | | 0.01 |
| RightNow | 16.85 | | 0.01 |
| Chordiant | 5.9 |  | -0.01 |
| SAP | 56.03 | | -0.16 |
| Amdocs | 30.09 | | -0.13 |
| NCR | 26.68 | | -0.12 |
| Interactive | 11.07 | | -0.08 |
| Oracle | 22.56 | | -0.21 |
| ATG | 4.12 | | -0.04 |
| NICE | 30.34 | | -0.32 |
| SupportSoft | 3.69 | | -0.04 |
| Unica | 8.98 | | -0.12 |
| Tekelc | 16.05 | | -0.27 |
| Convergys | 14.09 | | -0.26 |
| HP | 43.69 | | -0.91 |
| Rainmaker | 3.16 | | -0.07 |
| Nortel | 5.87 | | -0.18 |
| SPSS | 32.71 | | -1.1 |
| CDC | 2.5 | | -0.11 |
| Teletech | 15.24 | | -0.77 |
| ICT | 9.02 | | -0.55 |
| ClickSoftware | 2.52 | | -0.18 |
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As of 4:00 p.m. on 8/19/08 |
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 "Our Take"
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"Our Take"
"Our Take" is a collection of daily
vignettes covering a wide range of CRM topics. It's an attempt to add our own spin to the world of CRM. We will use the column to share our perspectives, opinions,
epiphanies, web nuggets, or quite frankly anything that moves us. Get ready to expect the unexpected. And, don't be shy about sharing your thoughts.
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10/3/07 - Compared to What?
Whether or not you believe CRM will save you money, you certainly hope an investment in new CRM technologies, processes, or experiences will result in something positive. Duh. But did your last project improve something and by how much? The most common answer I get when asking people about their proud project is, "We think things are better but we really don't know by how much."
How can that be? Simple. There was no baseline measurement taken. One analyst wrote, "I am not a big fan of ROI because it is so one dimensional and some things just are not made for analyzing along that axis. Our research has repeatedly shown that the biggest impediment to getting good ROI numbers is lack of planning. Specifically, people don't capture baseline numbers so they have nothing to compare with and in the end they estimate their starting point and work backward."
The analyst goes on to comment, "Our research shows that people estimate conservatively meaning they underestimate how bad things were. Consequently, they under-report their ROI and the project looks mediocre. Don't let this happen to you." Any of this sounding familiar?
Gary Lemke, Publisher
(Share your thoughts)
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