OUR TAKE -  A Good Shirt or a Good Story     Recent Editions of CRMAdvocate 05.29.09    Snarky Social Commentary 05.28.09    Viral Marketing Gone Bad 05.26.09    Bang for the Buck 05.22.09    Ouch 05.21.09    Transparency Policy 05.20.09    Opinions and Agendas     Lasting Impressions: Give me a stock clerk with a goal and I'll give you a man who will make history. Give me a man with no goals and I'll give you a stock clerk. - JC Penney I received quite a few comments on my columns last week about viral marketing gone bad and snarky social commentary highlighting the explosive sales of the amazing three wolf moon t-shirt marketed on Amazon.   One CRMAdvocate reader wrote, "This incident of viral marketing was a gift to the retailer - they went from selling 3 shirts a day to 100 an hour. I think this incident became a following of who could post the more outrageous posting, which I agree is not what is intended for product reviews. In addition, if you have your own website and ecommerce software, you can delete and monitor postings like this. It would be interesting to know Amazon's role in this type of situation and what their official policy is."   History proves time and time again that intended purpose and actual use do not always stay in unison. That's OK. The bigger question is the role of the commerce site. Do they take a "hands off" policy allowing unfiltered exchange of ideas and reviews? Or do they invoke an invisible hand of "cleansing" reviews? Either one can be a slippery slope.   In this case, the story created in the world of social CRM was probably more valuable than the shirt. What's your take? Wild west, police state, or something in between?   Gary Lemke, Publisher          Action Center         Free Subscription         Submit Content         Industry Events         Webcasts         Archive   Stock Ticker LivePerson 3.23      0.28 Astea 2.49      0.19 Teletech 11.53      0.62 Interactive 13.02      0.55 Chordiant 4.02      0.14 SupportSoft 2.22      0.07 Epicor 5.14      0.14 NetSuite 11.56      0.3 SAP 43.35      0.9 Oracle 19.59      0.38 Convergys 9.25      0.18 Vignette 12.94      0.21 Tekelc 16.31      0.25 SPSS 33.37      0.49 NICE 22.96      0.31 Amdocs 21.64      0.12 Sykes 16.28      0.08 Salesforce 37.95      0.18 Unica 4.47      0.02 APAC 5.65      0.02 Pegasystems 26.54      -0.2 HP 34.35      -0.35 ATG 3.6      -0.05 NCR 10.74      -0.15 ClickSoftware 3.95      -0.07 RightNow 8.79      -0.28 CDC 1.65      -0.06 eLoyalty 7.03      -0.27 ICT 8.83      -0.37 Jacada 2.16      -0.13 Rainmaker 1.25      -0.12 Selectica 0.36      -0.05 As of 4:00 p.m. on 5/29/09         NEW IN CRM   News:    RightNow Unveils New Cloud Monitor and Enterprise Analytics RightNow adds Cloud Monitor and Enterprise Analytics to the latest version of its on demand customer relationship management (CRM) solution, RightNow May ‘09. The RightNow Cloud Monitor tracks external conversations about products, services and brands as they occur on the social Web. Available now, the Cloud Monitor tracks both Twitter and YouTube; support for other social networking sites like Facebook, MySpace and LinkedIn is planned for the future. RightNow Enterprise Analytics provides deep analysis on the internal data collected through direct customer interactions.(RightNow )   News:    Market Research Transforming into Survey Call Centers Market research organizations are turning to SPSS to virtualize their call center operations for a competitive edge in an industry with tight budgets, limited resources and shrinking project timelines. Telephone interviewing continues to be one of the most effective channels for capturing opinions, attitudes and preferences of customers, employees and constituents in call center operations. To lower costs, accommodate a global and increasingly virtual workforce, and give market researchers better control over survey projects, market researchers rely on PASW Data Collection (formerly Dimensions) feedback management and survey research software. (SPSS )   Join the ATG Webinar June 3, 2009: Live Help - The Power of Click to Call and Click to Chat   New data proves that offering both Click to Call and Click to Chat on your Website is the best approach to maximize online sales and retention. But how should you get started?   Would you benefit most from starting with live voice help or live chat? What "mix" of voice and chat makes sense for your business?   In this presentation, you will gain an understanding of: Live Help: What it is, how it works and how it can lift online revenue Myths: Three false claims about live help - debunked! Getting Started: Why starting with click to call may be your best path to success   News:    Sweden's SmartTrust Deploys Amdocs SmartTrust, a Swedish provider of SIM and device management software for mobile operators worldwide, has upgraded its service assurance solution to Amdocs CES - CRM 7.5 software. Amdocs also identified how they could enhance the existing system to better support our business needs, such as ensuring cases are managed and resolved in compliance with customer service level agreements (SLAs), and improving agent efficiency by centralizing information management." The Amdocs service assurance solution offers SmartTrust a system for providing its customers with around the clock support, regardless of the communication channel - email, phone or Web - and geographical location. (Amdocs )   Article:    10 Steps to Making Customer Experience Management Work Many organizations are talking about customer experience management (CEM) but few know what it takes to successfully implement it, according to Shaun Smith. He gives his tips on how to make CEM work in part one of a 10-step guide. (MyCustomer )   Article:    7 Myths CMOs (and Their Bosses) Just Gotta Stop Buying Sometimes it seems like Chief Marketing Officers are living in the Wild Wild West, riding their horses from town to town, frequenting one saloon after another, stirring up a ruckus, and often leaving their town-folk (employers) wondering why that cowboy (or cowgirl) didn't quite live up to their fantasies. The cowboy appeal. It's probably what makes certain CMOs attractive to CEOs and their companies in the first place. Have gun, will travel. Always up for a good scrap (even if it's the wrong fight). Good at hitting a target (even if the target turns out to be an innocent bystander). No wonder the average CMO doesn't hang around town long (or is run out of town).(CustomerThink )   Didn't read the last edition of CRMAdvocate? Click here to see what you missed.

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