Christopher Fletcher

Christopher Fletcher
Christopher Fletcher is a five-year member of Aberdeen's Customer Relationship Management (CRM) practice, which provides research and consulting on market strategy, communication, product positioning, and branding for established and emerging CRM technology suppliers. Recently recognized as one of the "20 Most Influential Executives in CRM" by CRM Magazine, Fletcher has provided analyst and consulting services on multiple facets of customer-facing CRM and e-business applications, including sales force automation; sales effectiveness systems; enterprise-focused hand-held devices and personal digital assistants; customer service and support; call centers and customer contact centers; marketing automation; field service; and help desk.

Current Research

Fletcher recently published The Customer Contact Center: Technology, Trends, and Investment: Plans for the Customer Contact Center 2003-2004, which examined the issues surrounding and impacting the adoption of and investment in key technologies for the customer contact center. He also published a Best Practices report in November 2002, What Works: Ten Significant Implementations in CRM/Customer Call and Contact Centers; and he co-authored a similar report, What Works: Ten Significant Implementations in Services Management, in which the research conducted in conjunction with the Association for Services Management International (AFSMI).

Fletcher has also published groundbreaking research in the converging areas of CRM for the small- and medium-sized business (SMB) market. One recent InSight, MS CRM: Threat or Opportunity?, examined the convergence of Microsoft's entry into CRM with its MS CRM product and .Net strategy and architecture. Another InSight, Microsoft: Nothing but .Net?, discussed the relative failure of Microsoft to clearly articulate its .Net strategy to the enterprise. Other related research included an Aberdeen Viewpoint entitled Microsoft: Changing the Face of CRM, which examined Microsoft's entry into the CRM market with its Passport and .Net technologies - a report that presaged Microsoft's announcement of its key MS CRM product line.

Fletcher has also played a leadership role in researching and writing Aberdeen's recent Worldwide CRM Spending: Forecast and Analysis 2001-2005 report. He was also responsible, together with members of Aberdeen's CRM practice, for the research and development of several new CRM reports, including Customer Relationship Management: Europe 2001; What Works: Ten Significant CRM Implementations of 2000; and E-mail Marketing: A Primary Touchpoint of Customer Relationship Management.

Fletcher is also responsible for Aberdeen's enterprise mobility research, covering the application of mobile, wireless, and handheld devices in CRM and enterprise business applications, and has worked closely with several of the leading providers of handheld operating systems and applications.


Fletcher has more than 20 years of experience in the technology industry and has held positions in sales and marketing management, global marketing, and product planning and management with both established and emerging companies. He joined Aberdeen in 1997 as a Senior Analyst, was promoted to Research Director, then Managing Director, and finally Vice President and Research Director of Aberdeen's CRM practice. In his current role as Vice President and Research Director he continues to take a primary role in providing research, consulting, and thought leadership within the CRM, e-business, and mobility industries.

Fletcher is a well-known author and speaker and has contributed to several industry publications. He has been quoted in numerous publications including The New York Times, The Wall Street Journal, Red Herring, and USA Today.

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