OUR TAKE -  The Best Policy     Lasting Impressions: Forget injuries, never forget kindnesses. - Confucius There have been so many great responses to the columns discussing the value of transparency in the customer experience. And many of the case studies have examined how organizations have handled situations where something goes wrong.   As we examine the DNA of organizations and how they respond when something goes wrong, consider one reader's questions: "Is honesty is the best policy? Or do we prefer a 'we'll beg forgiveness later anyway, so why bother with the truth' approach?"   I doubt there is much argument about honesty being the best policy. But that doesn't necessarily mean complete transparency in all matters. There is still room for wide latitude in terms of decisions to be made. What do you say? When do you say it? How do you say it?   Look in your own organization. How does theory meet reality when it comes to the customer experience? Are there current blunders that could be used to immediately raise your transparency equity? What's your take?   Gary Lemke, Publisher          Action Center         Free Subscription         Submit Content         Industry Events         Webcasts         Archive     Cool CRM                     NEW IN CRM   News:    UTOPY Unveils New Solutions UTOPY announced two new solutions that leverage the insights from speech analytics to increase customer satisfaction and retention rates. Built atop UTOPY SpeechMiner, UTOPY Customer Satisfaction predicts customer satisfaction levels, uncovers the root cause of customer dissatisfaction and prescribes resolutions; while UTOPY Customer Retention identifies speech metrics that correlates with customer churn behavior and predicts potential at-risk customers for proactive retention efforts. (UTOPY )   News:    CDC Software Launches CDC Pivotal Social CRM CDC Software announced the availability of CDC Pivotal Social CRM 6.0, a new application enabling integration with today's popular social media sites so enterprises can better identify qualified leads, gather sales intelligence through increased collaboration with customers, develop effective sales campaigns, help close more deals, and ultimately, improve customer service. CDC Pivotal Social CRM 6.0 is a new module that integrates with Facebook, Google BlogSearch, InsideView, LinkedIn, and Twitter and allows users to view the social media information from different areas of the Pivotal CRM solution without having to leave the application and in the context at which they need to view information from social media. (CDC Software )   Article:    Driving Results Customers expect efficiency from all aspects of an enterprise—from the products they buy to the people they call to complain about those products. How better to serve customers than to anticipate their needs by gathering and employing all the data they’ve already provided? That’s the level of service that the American Automobile Association (AAA) has been hoping to provide the dues-paying members of its century-old organization. With so many members, and so much information to share, the need to institute a CRM system should have been a no-brainer. Except it hadn’t been. “[The roots of the implementation] began in 1997 with database marketing,” says Ed Morris, AAA Mid-Atlantic’s vice president of marketing and membership at the time. Until then, Morris says, AAA Mid-Atlantic’s CRM efforts had been fairly sleepy. The company relied on its good reputation as a crutch, assuming that a certain number of mailings guaranteed a predictable response. (DestinationCRM )   Article:    CRM or Social CRM, What’s the Difference? Let's visually break down and understand SCRM to get an understanding of what we’re talking about conceptually. The images and the concepts here are expounded upon further in a whitepaper that Chess Media Group release called The Guide to Understanding Social CRM. CRM is focused around three areas: sales, marketing, and service/support. CRM is a linear approach to managing a customer through a process that essentially keeps them buying more stuff from your organization. A collaborative relationship here does not exist. Instead, organizations manage customers based on data and information that they collect over time in an attempt to get to “know” their customers. (CustomerThink )   Didn't read the last edition of CRMAdvocate? Click here to see what you missed.

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