Event Report: CRM Evolution 2012 #CRME12
CRM Continues To Evolve In A World Of Engagement
The CRM industry's major non-vendor customer focused event kicked off at the Marriott Marquis in New York from August 13th to 15th. Conversations with prospects and practitioners at the event highlighted a few emerging trends:
- Shift from transaction to engagement. CRM traditionally focused mostly on the management, a bit on the customer, and very little on the relationship. Major shifts in engagement strategy reflect a move towards two way conversations, unstructured information, and influence models.
- B2B and B2C are dead. The notion of forced fit silos to represent a customer no longer applies. The world is rapidly move to people to people models and new systems must reflect this.
- The rise of customer experiences. Prior to the coining of the CRM term, front office was the term which defined marketing, service, eCommerce, and sales force automation. The move back to integrated customer experiences reflects a renewed interest in all the front office touch points and all the support in the back office required to support the customer experience.
- SaaS/Cloud Best of Breed hell is a real issue. Rapid and random deployment of best of breed solutions versus mature suites results in some basic architectural deficiencies. These deficiencies result in inefficiencies that impact the delivery of customer experience as process, data, and meta data integration increase in complexity and cost.
The Bottom Line: Customers must focus on delivering a single source of truth in the fundamentals
Customers making the shift to next generation customer experiences realize that the basic laws of physics must not be violated. Regardless of where key components reside, a single source of truth must be delivered to support next generation customer experiences. This requires a strong blue print and engagement platform that delivers:
- Listening and intent
- Interaction history
- Master data management (customer master)
- Business process management
- Complex event processing
- Security and identity management
Are you ready for the new shift to front office? What are you doing to deliver an integrated customer experience? Add your comments to the blog or send us a comment at R (at) SoftwareInsider (dot) org or R (at) ConstellationRG (dot) com
Please let us know if you need help with your business strategy efforts. Here’s how we can assist:
- Assessing social business/digital marketing readiness
- Developing your social business/digital marketing strategy
- Designing a data to decisions strategy
- Create a new vision of the future of work
- Deliver a new customer experience and engagement strategy
- Crafting a new matrix commerce strategy
- Trends: The Battle for CMO Mindshare
- Tuesday’s Tip: Why Context Matters – Forget Real-Time, Achieve Right-Time
- Monday’s Musing: Avoiding Social Media Fatigue Through Engagement
- Friday’s Features: Using Attensity Analyze 6.0 To Compare Customer Sentiment For @united @southwestair @virginamerica
- Event Report: Lithium Network Conference 2012 #LiNC
- Best Practices: From First To Worst – Continental In A Post United World, Lessons In Next Gen Customer Experience
- Monday’s Musings: Seven Basic Privacy Rights Users Should Demand For Social Business
- News Analysis: Lithium Technologies Adds $53M in Financing
- Monday’s Musings: Balancing The Six S’s In Consumerization Of IT
- Monday’s Musings: A Working Vendor Landscape For Social Business
- Product Review: Google+, Consumerization of IT, and Crossing The Chasm For Enterprise Social Business
- Monday’s Musings: Using MDM To Build A Complete Customer View In A Social Era
- Monday’s Musings: Mastering When and How High End Brands Should Use Daily Deal Sites Such As Groupon
- News Analysis: Salesforce.com Acquires Radian6 For $316M
- Monday’s Musings: Q1 2011 State of Social CRM and CRM From An EMEA Point Of View
- Best Practices: Applying Social Business Challenges To Social Business Maturity Models
- Research Summary: Software Insider’s Top 25 Posts For 2010
- Best Practices: Five Simple Rules For Social Business
- Research Report: Constellation’s Research Outlook For 2011
- Research Report: How The Five Pillars Of Consumer Tech Influence Enterprise Innovation
- Research Report: Next Gen B2B and B2C E-Commerce Priorities Reflect Macro Level Trends
- News Analysis: Jive Fills Warchest, Ready to Battle Enterprise Software Giants And IPO?
- Tuesday’s Tip: Applying The Five Stages Of Adoption Towards SCRM Projects
- News Analysis: Lithium’s Acquisition of Scout Labs Ups The Ante in Social CRM
- News Analysis: Biz360 Acquisition Signals Attensity Group’s Move Into Social CRM
- Monday’s Musings: Avoiding Failure In Social CRM Projects Requires Ecosystem Coordination
- Research Report: The 18 Use Cases of Social CRM – The New Rules of Relationship Management
- News Analysis: Siperian Acquisition Vaults Informatica Into An MDM Leadership Position
- News Analysis: Jive and Radian6 Partner – Great For Business, But Could Fragment IT Systems
- Event Report: Salesforce.com Pushes Social CRM Technology — But Don’t Expect Companies To Be Successful With Tools Alone
- Monday’s Musings: Why Every Social CRM Initiative Needs An MDM Backbone
- Personal Log: Altimeter Group – Helping Organizations Bridge The Technology Obsolescence Gap
- Monday’s Musings: 10 Essential Elements For Social Enterprise Apps
Reprints can be purchased through Constellation Research, Inc. To request official reprints in PDF format, please contact Sales .
Although we work closely with many mega software vendors, we want you to trust us. For the full disclosure policy, stay tuned for the full client list on the Constellation Research website.
* Not responsible for any factual errors or omissions. However, happy to correct any errors upon email receipt.
Copyright © 2001 – 2012 R Wang and Insider Associates, LLC All rights reserved.
Contact the Sales team to purchase this report on a a la carte basis or join the Constellation Customer Experience!