Bookmark and Share

Wednesday 17 March 2010

Thoughts from Gartner CRM Summit

We’ve enjoyed an interesting first day at the Gartner CRM Summit in London.

Gartner’s overall assessment is that social CRM - community in customer service, social sales techniques and social media marketing - will be the most hyped segment of the CRM market (surprise!), and will see the most growth. However this will (surprise again!) still not be a major spending area - traditional salesforce automation and customer service contact center software, together with marketing automation will continue to take up the lion’s share with more than 85% of spending. In other words, the innovation must compete with the significant background “noise” of the demands of ongoing operations.

I think there is a parallel here to another of the dominant themes at the event - the “intent-driven enterprise”. There are significant challenges associated with this innovation that are being overcome
  • Making each customer’s value explicit
  • Getting marketing and business intelligence together to define customer
  • Understanding customer intentions in real time
  • Providing front-line employees with knowledge of customer value
However, I would add that again, all this innovation needs to be deployed against a challenging operational background. In particular, front-line employees who are struggling to use complex desktops to service customers often find it impossible to put value added strategies into practice. As a result, organisations need now more than ever to streamline and simplify these desktops in a way that cuts the noise level for the agents so that customers can be heard and the determined intentions acted on.

Labels: , , , ,


Post a Comment

<< Home