Gartner CRM Summit: Adapt or die in the new CRM future!
Posted by Neil Davey in Customer intelligence, Customer experience, Marketing, Social CRM, Technology on Wed, 16/03/2011 - 02:00
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Attendees of this week's Gartner’s London CRM Summit heard how a combination of supply side and demand side trends are dramatically changing the CRM playing field.
Businesses who have built success on the strength of their customer relationship management strategies over the past 10 years could be in for a rude awakening.
Attendees of this week’s Gartner CRM Summit in London heard how an unprecedented number of new challenges – both on the supply side and the demand side – are conspiring to significantly alter the playing field. And the result is that a record of successful CRM in the past is no guarantee of future CRM success.
“Most of us have been on the CRM race for the last 10 years or so and some of us think we’re doing excellent job at it. But actually things are changing,” said Gartner research director Jim Davies in the opening address on day one. “There are some tough decisions we need to make. There are some new trends and changes we need to face.”
On the supply side the most significant issues are:
- Social – “As the world goes social CRM has to get more personal,” said Davies. “We can no longer keep our customers at arm’s length. For years we have focused too much on the management of our customer relationships, and we now need to focus much more on the relationship part, we need to collaborate, we need to inject a sense of mutual benefit into everything we do with our customers.”
- Mobile – “As the world goes mobile, CRM must follow. Everything we do at home we can now do outside of home. We have to think about it from our customer’s point of view – what processes across sales, marketing and customer service are suitable for execution on a mobile device.”
- Analytics – “We have got vast volumes of data, some of it structured, some of it unstructured. How do we get that single view of the customer? What about data quality? How do we analyse these vast quantities of data?”
- Cloud computing.
But Gartner VP Mark Raskino warned against the dangers of focusing solely on demand-side issues as businesses can fall foul of trying to embrace every emerging technology. Indeed, Raskino recommended that organisations start to cull ‘zombie’ channels that no longer offer sufficient value.
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