 OUR TAKE -
Transaction Myopia
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Admire those who attempt great things, even though they fail.
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Seneca
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I am a big fan of Don Peppers and Martha Rogers. Through the years, they have been a shining light of promise constantly reminding me what the customer experience can be. Based on extensive research and personal experience, the two have written about, spoken to, and consulted with many of the best institutions in the world. In my opinion, they have educated a generation of people on the relationship between the customer relationship and corporate profitability.
Sometimes I share their sense of frustration with the disconnected nature of what executives say and what they do. To be sure, executive constantly embrace phrases like "customer intimacy," "customer centricity," and "customer management." However, the words often don't translate into business processes, corporate culture, and customer-facing operations.
Peppers and Rogers call this "transaction myopia" and they think it "may be the biggest single affliction preventing most executive teams from fully embracing a truly customer-centric point of view for their companies."
How can you tell if your business is afflicted with transaction myopia? Learn more in tomorrow's column. What's your take?
Gary Lemke, Publisher
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As of 4:00 p.m. on 1/12/10 |
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 NEW IN CRM
News: Salesforce.com Announces New Version: Spring '10
Salesforce.com unveiled Spring '10, the company's 31st generation release with new features across the Sales Cloud 2, Service Cloud 2 and Force.com. Spring '10 will also debut a new user interface for salesforce.com. The new UI will maintain the same functionality, but will have an updated look and feel, making it easier for users to find what they are looking for. Salesforce.com delivers three seasonal releases a year with its real-time cloud infrastructure.(Salesforce
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News: Aprimo Announces New Version for Marketers
Aprimo announced the release of Aprimo 8.5, the latest version of its Enterprise Marketing Management application with enhancements across all areas of the marketing suite – multichannel campaign management, marketing resource management and marketing performance management. Aprimo 8.5 gives marketers the ability to create and publish microsites – both multi-page and single-page landing pages. Marketers can build microsites using the new HTML editor. The microsites can contain a variety of content, including graphics, text, links and content blocks with personalized fields and forms. All of these content types can be dynamically rendered based upon business rules created by the marketer and saved in the content library for future reuse. (Aprimo
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News: NCR's Coupon-to-Card Enhances Multichannel Offer Management
NCR announced that a new coupon-to-card application is available for its multichannel offer management software, the NCR Advanced Marketing solution. The enhanced software provides retailers with a single solution to manage and deliver loyalty programs and promotional offers, while enabling shoppers to select online coupons and have them delivered directly to their loyalty cards, removing the need to print and carry paper coupons to the store. NCR customer Marsh Supermarkets, operating 99 grocery stores in Indiana and Ohio, will implement the application as part of its Fresh I-D-E-A loyalty program later this year.(NCR
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Article: When Should You Outsource Customer Analytics?
Last month, IBM rolled out a new service called Voice of the Customer Analytics (VOCA), a subscription-based service that combines analytics, data mining and text analytics to give organizations an integrated view of customer sentiment. It was a natural step for IBM, which has built out its business intelligence and data management capabilities significantly in the last several years thanks to a number of acquisitions, including Ascential for data integration, Cognos for BI and SPSS for predictive analytics. But while Big Blue would seem well qualified to do the heavy lifting for a company, does it make sense for companies to outsource their customer analytics?(SearchCRM
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Article: Dressing in Augmented Reality
e-commerce solutions provider RichRelevance and interactive marketing company Zugara have teamed up to provide a new way to shop in the comfort of your home. With the launch of Fashionista, all shoppers need is a Webcam and computer to begin virtually trying on every piece of clothing in an online retail store. Motion detection allows customers to control the application with the flick of the wrist while they're standing away from their computer. In doing so, shoppers can signal their likes, dislikes, try on other items, take a photo, or share the look on Facebook.(DestinationCRM
)
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