| Stock Ticker |
| Nortel | 1.69 |  | 0.12 |
| ClickSoftware | 2.36 | | 0.16 |
| NetSuite | 12.11 | | 0.3 |
| Chordiant | 3.25 | | 0.03 |
| Intervoice | 8.24 | | 0.02 |
| eLoyalty | 4.2 | | 0 |
| Tekelc | 12.75 |  | -0.08 |
| Amdocs | 25.02 | | -0.3 |
| CDC | 1.33 | | -0.02 |
| Selectica | 0.98 | | -0.02 |
| Pegasystems | 10.73 | | -0.26 |
| SPSS | 24.38 | | -0.62 |
| LivePerson | 2.85 | | -0.09 |
| HP | 38.5 | | -1.5 |
| Oracle | 16.21 | | -0.67 |
| SAP | 34.76 | | -1.55 |
| Vignette | 8.34 | | -0.39 |
| Unica | 5.88 | | -0.29 |
| Astea | 3.33 | | -0.17 |
| NCR | 17.3 | | -0.92 |
| NICE | 18.51 | | -1.15 |
| Teletech | 10.2 | | -0.7 |
| Sykes | 16.1 | | -1.15 |
| Salesforce | 33.97 | | -2.53 |
| SupportSoft | 2.41 | | -0.18 |
| ATG | 2.75 | | -0.23 |
| Convergys | 11.76 | | -1.01 |
| APAC | 1.47 | | -0.13 |
| Epicor | 6.25 | | -0.59 |
| Interactive | 7.11 | | -0.71 |
| Rainmaker | 1.4 | | -0.2 |
| RightNow | 6.16 | | -1.05 |
| ICT | 5 | | -1.82 |
|
As of 3:48 p.m. on 10/9/08 |
|
| |
 "Our Take"
| |
"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.
|
11/6/07 - How Much Is a Referral Worth?
Last week, I shared the story about a company that used the NPS question - "How likely are you to recommend us to a colleague?" - beyond the metric for lead generation. If the respondent answered "very likely," the company would ask for a name. This created a bit of awkwardness that affected the results (read the story) because the interviewer would record a different answer as to avoid a follow-up question they didn't feel comfortable asking - "Can you give us a referral?"
One reader suggested using the follow-up question "Would you be willing to do so in exchange for a month's free checking or some other inducement?" There is great value in lead generation and the reader has an excellent suggestion to avoid the awkward moment - offer an incentive. The incentive could be to the person making the referral or it could be an offer the customer passes on to their friends and colleagues.
Someone that might feel satisfied with the service enough to make a recommendation might not feel comfortable enough giving a colleague's contact information to someone else. At least, not on the spot. A less direct method could be direct marketing totally independent of the survey thus totally disconnecting the customer experience measurement from lead generation.
Gary Lemke, Publisher
(Share your thoughts)
| |
|
