OUR TAKE -  The Sincere Apology     Lasting Impressions: How much easier it is to be critical than to be correct. - Benjamin Disraeli Reader response to the idea of the Chief Apology Officer (CAO) continues to pour in. And the consensus is almost unanimous. It's a bad idea. Read on . . .   "That really sounds wrong on so many levels. Customers know when an apology comes from the heart. They know when the person genuinely cares about their issue. Rather than have dedicated position plans to generate apologies because the company messed up, empower your employees to make decisions to resolve the issue before the customer feels the need to take it up the ladder. First line of defense is always the strongest."   The CAO doesn't seem like such a good idea after all but that doesn't mean that the idea of a sincere apology isn't worthy. On the contrary, this position plan has prompted many to write about the importance of the sincere apology.   And it doesn't stop with the apology. There is more . . . so much more. Continued tomorrow. What's your take?   Gary Lemke, Publisher          Action Center         Free Subscription         Submit Content         Industry Events         Webcasts         Archive     Cool CRM                     NEW IN CRM   Article:    The Mighty Demand Rating Which products are in highest demand by which customer segments? Which customers have latent demand for up-sell and cross-sells? Which customers have a lack of demand and are at risk of churn? Where is demand most likely to be created with a marketing campaign? Understanding the health of the recurring-revenue business revolves around a full understanding of customer demand. Your web logs can tell you this if you apply the right filter. Unfortunately, most organization track and report customer demand in qualitative measures such as customer satisfaction scores. The consequence is many revenue generating initiatives are based intuition and experience rather than evidence. What if you could track demand for your products as easily as your financial portfolio? (DestinationCRM )   News:    PBworks Adds Collaborative CRM With New Salesforce Integration PBworks announced the public availability of PBworks Customer Relationship Edition, which allows CRM solutions such as Salesforce.com be more collaborative by providing shared online workspaces to engage and collaborate with prospects and customers. PBworks customers such as marketing and creative agencies, consultancies, and law firms can create customized client workspaces as well as share documents and files such as contracts and collateral.(Pbworks )   Article:    Make Room for Giants: The State of Enterprise Marketing The Enterprise Marketing Management (EMM) industry continues to not only define what’s possible for marketers, but also helps them realize their vision for true multi-channel marketing. Interestingly enough, this niche technology category has become very attractive as of late to the major tech giants, including IBM, Oracle, SAP, and NCR, to name a few. It seems like only yesterday when companies like Unica, e.piphany, SAS, Siebel Systems, Aprimo, Portrait, Metavante and a handful of other niche CRM software providers were blazing the trail during the dotcom bubble years. The landscape has definitely changed, as most recently evidenced by the bevy of acquisitions and the high rankings that Gartner and Forrester have for solutions from the likes of SAP, Oracle, Teradata, etc. (CustomerThink )   News:    AWPRx Moves Pharmacy Management to the Cloud With Salesforce AWPRx has moved its pharmacy benefit management services, for the workers' compensation industry, to the cloud. AWPRx helps more than 95 percent of the nation's pharmacies fill prescriptions and manage claims online for workers' compensation beneficiaries on behalf of insurance carriers and third-party administrators. They were looking for a new system to replace their complex homegrown solution that could be quickly deployed and easily extended over time. AWPRx deployed Sales Cloud 2, Chatter and multiple custom apps built on the Force.com platform across its entire organization in order to run its business operations in the cloud, generating savings on data center and infrastructure costs, and a greater focus on customers without having to worry about administration, maintenance or upgrades. (Salesforce )   Didn't read the last edition of CRMAdvocate? Click here to see what you missed.

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