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Return on Investment

E-CommerceCustomer Experience

Return to Growth

Social cRM

Actionable Advice and Fresh Ideas to Initiate, Reinforce and Optimize Your CRM Strategy

Trip Report

The 11th Annual

Gartner Customer Relationship Management Summit 201016 – 17 March 2010 | London, UKeurope.gartner.com/crm

Summit HighlightsKEYNOTES

Solving Condundrums About Customers Communities and Collectives – The New Business of CRMSteve Prentice, VP & Gartner Fellow

Steve Prentice opened the Summit on Tuesday morning with a keynote session that focused on how the rules of engagement with customers, prospects, communities and collectives have shifted dramatically. Some key points to remember from Steve’s presentation:

• Businessisaboutcustomers.Profitis not the primary goal but rather an essential condition for an organization’s continued existence.

• Theworldhaschanged,theconsumerization of IT is well underway and the web has changed the fabric of society.

• Socialcomputingchangestherules.Everybody has choices, and they are taking advantage of their new ability to exercise these choices.

• FromaCRMperspectivethismeansthatthe seller is no longer really in control of the relationship — the buyer is.

• Reputationisdeterminedbyacomplexmesh of interested individuals and organizations, some of whom are online and some of whom are not. Engage “the collective” – now!

• Lookforpatternsandactonthem.• Focusonsimplicity,transparencyand

participation.

The annual Gartner Customer Relationship Management Summit was held on 16 – 17 March 2010, at the Lancaster London Hotel. Now in its 11th year, the Summit drew more than 400 attendees from across Europe, bringing together business and IT professionals from a cross-section of organizations and industries.

Led by conference chairs, Ed Thompson and Jim Davies, the Summit featured over 40 presentations including keynotes, Gartner track sessions, workshops, end-user case studies, and solution provider sessions to provide delegates with both actionable advice and fresh ideas to initiate, reinforce and optimize their CRM strategies.

We took the “actionable advice and fresh ideas” theme for this year’s Summit as a result of direct feedback from you, our delegates. You told us that you wanted practical advice and new approaches to help overcome yourmostpressingCRMissues,which ranged from how to improve the quality of customer data through tohowtoharnesssocialCRM.Wealso knew that our delegates have varyingdegreesofCRMexperience,and so structured the three tracks and associated content around this requirement. The Initiate track

provided content to help organizations successfully embark on aCRMproject,perhapsforthefirsttime. The Reinforce track focused on helpingorganizationstaketheirCRMinitiative to the next level through topicssuchasCRManalyticsandfeedbackmanagement.Finally,theOptimize track provided guidance for leading organizations to help them continue to differentiate within their marketplace by addressing topics suchasemergingCRMtechnologies,the customer experience and web, mobile and social trends.

As we outlined in our closing session, we’d like to leave you with three key pieces of advice from the Summit.

• LearnfromyourpastCRMexperiences, but be more customer-centric from now on. Think not what the customer can do for you, but what you can do for the customer.

• OperationalCRMnowneedsanalytics, but ensure you’re analyzing a clear and accurate view of the customer.

• SocialCRMisnotafad,youcannot ignore it. Socialize with your customers and offer them something they want.

Ed ThompsonVP, Distinguished Analyst, Gartner

Jim DaviesResearch Director, Gartner

CHAIRS’ SuMMARY

GartnerCustomerRelationshipManagementSummit2010 Trip Report


The Essential Eight Building Blocks for Successful CRMMatt Goldman

Actionable AdviceAssess your performance against the eight building blocks and attack the priority gaps identifiedinyourassessment.

CRM Strategy and Metrics for Securing Business ValueMichael Dunne

Actionable Advice AssessthecurrentCRMstrategyforgaps,oversights and inconsistencies.Fresh IdeaChallengemanagement’scommitmenttoaCRMvisionandstrategy.

Organizational Change Management Techniques for CRM SuccessMatt Goldman

Actionable AdviceAssess your readiness: What’s missing?Fresh IdeaMotivate,rewardandrecognizecontributorsat all levels of the enterprise.

Top 5 Technology Trends to Disrupt CRM Architectures and TechnologyAlexander Drobik

Actionable AdviceUnderstandTechnologyTrends:Cloudcomputing,Analytics,SocialCRM,unifiedcommunications, m-commerce and context-aware will have the most impact.Fresh IdeasIf you are in IT, undertake a skills audit. Who in your department has the requisite skills to capitalizeonthe5CRMtechnologytrends?

Falling in Love with Your Marketing, Sales and Service Processes All Over AgainMichael Maoz

Actionable AdviceCommunicatethefactsregardingthecurrent level of trust that your customer segments have in your enterprise, and explain the role that “trust” will play in marketing and selling your products and services.Fresh IdeaRun a skills inventory to check where you mighthavegapsinSocialCRMcompetencyand budget/plan accordingly.

Lessons from 1500 CRM Projects and the CRM Excellence AwardsMatt Goldman

Actionable Advice Revisit your strategy and vision, annually, to ensurealignmentwithyourCRMprograms.Fresh IdeaAlter attitudes, internally and externally.

Track 1: INITIATE

Guest Keynote: How to Maximize Return on Ideas from CRM Investments and Experiments Dr.RobertShaw,ProfessorofMarketingMetrics, CassBusinessSchool

Basinghispresentationonhislandmark“ReturnonIdeas”studyof100leadingorganizations,guestkeynotespeaker,Dr.RobertShaw,gave a fascinating insight into how experimentation, risk and complexity are inescapable in the accelerating world of social networks and gave practicaladviceonhoworganizationscanmaximizeCRMROI. Dr. Shaw’s key recommendations were:

•Rememberfailures...butdon’trepeatthem.

•SuccessfulCRM=Imagine+Predict+Demonstrate.

•Imagineideaswithvaluableoutcomes:Acquire+Retain+Cut+Serve.

•PredictthevaluethatyourCRMideaswillyield:lookforHistory+Precedents+Analogues.

•Demonstrateevidencethatvaluehasbeencreated:gatherevidence,don’t drown in data.



The Essential Emerging CRM Technologies Identified and ExplainedMichael Maoz

Actionable AdviceLookforthequickwins—Transformational,multichannel,multidepartmental.BigCRMdoes not get approved in a recession; point projectswin.Fresh IdeaShift the skills mix — Identify new and to-be-retired skills, create a skills rationalization plan, invest in the full life cycle: recruit, source, hire, train, promote, retain, retire, create premiums and visibility for critical competencies.

Exploiting Social Knowledge for Self-serviceJohan Jacobs

Actionable AdviceSearch through discussion forums and social networks for content and informationFresh IdeaDeliver new knowledge back to your self-service channel and community for consumption.

Web 2.0 + Mobile + E-Commerce + Social = eCRM2Gene Alvarez

Actionable AdviceCreateabusiness-ledteamtodeterminetheimpactofmobiletechnologyandWeb2.0on your current e-commerce capabilities and CRMplans.Fresh IdeaDetermine which customer processes will deliver customer value in a mobile or Web-based context.

How to Boost the Customer ExperienceEd Thompson

Actionable AdviceBeclearwhatyoumeanbycustomerexperience and how your organization measures and check that executive leadership really is committed to it.Fresh IdeaTake the long view and grow customer lifetime value, a customer-centric culture, bigger ears to hear the voice of the customer and the reputation for a great brand.

Must-Have Analytic Capabilities for More-Intelligent Customer RelationshipsGareth Herschel

Actionable Advice:Examine customer facing business processes for opportunities to better match the response to the customer’s intent. Fresh IdeaDon’t assume the provider of your operational processes is best placed to add analytic insight to that process.

How Generation Virtual Changes CRMAdam Sarner

Actionable Advice:Harnesssocialtechnologiesbyaligningthepersona’s engagement level and buying process. Fresh IdeaStart to organize and target products and servicesonlinebasedonmankind’sjourneytoward self-actualization.

Track 3: OPTIMIzE

Must-have Analytic Capabilities for More Intelligent Customer RelationshipsGareth Herschel

Actionable AdviceAssess where your existing analytic solutions are delivering business value, and identify where else the application could deliver value into the organization.Fresh IdeaGet someone from the senior management team to write (or sign) a short section within the Analytic Newsletter that will act as a visible sign of their commitment to the initiative (and will keep them interested at the same time).

Enterprise Feedback Management: Surveying That Works for You and Your CustomersJim Davies

Actionable AdviceEnsure that every customer survey is focusedonaspecificbusinessobjective.Fresh IdeaChecktoseeifyoucanactonthe response for each question. If you can’t, then stop asking.

Improving the Quality of Your Customer Data: You Know it Makes SenseJohn Radcliffe

Actionable AdviceShare these ideas with like-minded people (in business and IT), and start working together.Fresh Idea Findexamplesofthebusinessimpactofpoor data quality and start documenting them to build up the case.

Critical Capabilities in Multichannel Campaign ManagementAdam Sarner

Actionable AdviceMigrateandconnectcampaignstowarde-marketing for two-way engagement and precise ROI measurement.Fresh Idea ConsiderMCCMprojectsforthestrategy,processes and technology required for customer interaction orchestration.

Creating a Master Customer Database With Master Data ManagementJohn Radcliffe

Actionable AdviceGetuptospeedonGartner’sMDMresearchFresh Idea Identify and reach out to the different communities of interest around “single view of the customer”.

Rebuilding Sales with Analytics and Performance ManagementMichael Dunne

Actionable AdviceRe-evaluate how pricing, forecasting, territories and sales compensation are analyzed.Fresh IdeaCoaxfeedbackfromlinemanagersandabove-averagesalespeopleondeficiencies.

Track 2: REINFORCE

For a full list of recommendations and related Gartner Research, please visit: ab.gartner.com/crm11i and download the presentation entitled “Recommendations Summary”



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See You Next Year!

The Gartner Customer Relationship Management Summit 2011 will be held on 14 - 15 March, in London.

We hope to see you again!

The topics raised that this year’s Summit generated a lot of commentary on Twitter. To continue the conversation with your peers and Gartner analysts, please use #GartnerCRM hashtag

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