gartner customer relationship management summit...

14 – 15 March 2011Lancaster London Hotel, London, UKeurope.gartner.com/crm

Gartner Customer Relationship Management Summit 2011

CRM in 2011: Experience Focused; Socially Aligned; Digitally Enabled

Customer Experience Management

Social CRM

Digital Marketing

Data and Analytics

Mobile CRM

HOT TOPICS

Early-bird Savings — Register by 14 January 2011 and save €300

Register today at europe.gartner.com/crm or call +44 20 8879 24302

Introduction

Table of contents

Who should attend

2–3 Event Overview

4 Gartner Research — Meet the Analysts

5 Agenda-at-a-Glance

6 Summit Format

7 Plenary Sessions

8 End-User Case Study Sessions

9–12 Tracks 1 — 4: Sessions

13 Workshops

14 Solution Showcase

15 How to Register

Senior IT and Business Professionals including:

• CRMProjectManagers

• CRMProgramManagers

• ChiefMarketingOfficers

• HeadsofCustomerExperience

• HeadsofCustomerIntelligence

• SalesOperationsManagers

• CIOs

• CEOs

• LineofBusinessExecutives

• CustomerServiceandSupportExecutives

• SalesandMarketingExecutives

• TechnologyStrategists

• ApplicationsManagers

• CustomerSolutionsTechnologySpecialists

• Front-OfficeApplicationsSpecialists

• ITManagers

• BusinessAnalysts

CRMin2011:ExperienceFocused; SociallyAligned;DigitallyEnabledCRM is entering a new era where the focus is much more on the relationship andlessonitsmanagement.Drivenbysocialmedia,amoreopen,honestandbalancedapproachisemerging,whereorganizationslistentoandworkwiththeircustomerstoprovidemutuallybeneficialandrewardingrelationships.

Asaresult,thecustomerexperienceisnowofparamountimportancebutorganizationscurrentlystruggletoprovideaconsistentexperienceacrossexistingand emerging channels and lack insight on the cross-channel interactions their customers’ embark on. The adoption of analytics to help understand and improve sales,marketingandserviceprocessesacrossallchannels,rangingfromacontact center to the mobile web to a social community is a key investment area.

ThisbackdropcomplicatestheexistingfoundationalbuildingblocksthatarerequiredforCRMexcellence.Aspectssuchasembracingnewenablingtechnologies,revisitingexistingstrategies,obtainingasingleviewofthecustomergiventhevastamountsofunstructureddatathatisnowavailable,andcopingwiththeassociatedchangemanagementissues,meansthatabacktobasicsapproachisneededforallorganizationsofallCRMmaturities.

Atthe2011GartnerCustomerRelationshipManagementSummit,wewillprovideguidanceonthesetopics,focusingonhowtoapplyintelligencetocustomerinteractions and become socially aligned and digitally enabled. Targeted at executivesfromthetop500Europeanorganizations,thiseventisessentialforanyonecommittedtodeliveringasuperiorcustomerexperience.

Summit Chair

Jim Davies ResearchDirector, Gartner

Shane O’Rourke ProgramDirector, Gartner

Register by 14 January 2011 and save €300 3

Event Overview

The Must-Attend Event for CRM Professionals in 2011Key BenefitsThe best opportunity to get independent advice on your CRM strategy and technologies.

Listen• HearfromauniquepoolofGartneranalysts,industryexperts,

CRM practitioners and leading providers to gain timely advice andstrategicguidanceaboutyourCRMstrategiesandprojects.

• GainafreshperspectiveonCRM,businessandtechnologyfrominspirational keynote speakers.

Learn• BenefitfromthebestpracticesgleanedfromGartner’sinvestigationofthousandsofCRMprojects.

• Learnfromtheexperienceofothersthroughaseriesofin-depthcase studies.

Discuss• SpeakdirectlytoGartneranalyststoaddressyourownspecificCRMissuesanddevelopaCRMstrategythatdeliversreal,measurable business value.

• DelvedeepintoyourkeyCRMissuesinaseriesofroundtablediscussions with your peers and Gartner analysts.

Validate• ValidateyourCRMstrategiesbygettinginsightintowhatotherleadingorganizationsaredoingwithCRM.

•Makewiseinvestments:understandthebusiness,market,technologies and disruptions that will affect your enterprise — and be prepared.

Network• Interactwithyourpeersfromavarietyofindustriesandcountriesandbenefitfromtheircollectiveknowledgeandexperience.

•MeetsomeoftheleadingCRMtechnologyproviderstodiscover,compare and evaluate products and services as you develop your short list of partners to support your business goals.

Plan•GainanunderstandingintothefutureroleofCRMtodevelop

forward looking strategies and actions.

• UsetheGartnerWrap-UpReporttoplanthenextactionsyouwilltaketotakeyourCRMinitiativestothenextlevel.

Thisyear,inresponsetoincreasingdemand,wehaveexpandedtheSummitagendaevenfurther.Anewfourth track gives us the scope to delve deeper into thekeyissuesfacingCRMprofessionalstoday,andtoexpandourcoverageintonewareas.ExperiencedCRM practitioners and delegates returning to the eventwillseeafocusonsocialCRM,mobileCRM,digitalmarketing,leadmanagement,dataqualityandcustomerexperience.

Expanded coverage includes:

• SocialMedia

• CustomerExperienceManagement

• DataandAnalytics

New topics that will be covered at the 2011 Summit include:

•MobileCRM

• SearchEngineOptimization

• DigitalUserExperiences

• DevelopaframeworkforbuildingsuccessfulCRMprojectsusingGartner’sEightBuildingBlocksforCRM

• Understandhowevolvingcustomerandsocialtrendswill affect changes in customer service business models and processes

• LearnhowtousesocialCRMtodeliverrealbusinessbenefits

• Createastrategyforimprovingthecustomerexperiencetoincreasecustomersatisfactionandloyalty

• Learnhowtodefineandexecuteaneffectivecustomer analytics strategy

•GaininsightintoCRMmarkettrendsanddynamics

•Optimizeyourbusinessresultsbylearninghowtoeffectively use analytics

• Explorebestpracticesandtechnologyforachievinglasting improvements in data quality

• CutthroughtheMasterDataManagementhypeandlearnhowMDMcanhelpyourCRMstrategy

• ImprovethesuccessratesofyourCRMinitiativesbydevelopingorganizationalchangemanagementtechniques

New for 2011

Why you should attend


Gartner Research

Meet the Gartner Analysts

Worldwide expertise at your fingertips — your questions on Customer Relationship Management answered

Gartneranalystsdrawconstantlyfromthereal-lifechallengesandsolutionsexperiencedbymorethan45,000clientsworldwide.Thevalueofthisresource,combinedwithourdeepanalysisoftechnologyandservicevendors,isunrivalled.

Focus Areas: Business to Business and Business to Consumer e-Commerce Strategies andTechnologies,ContextAwareMobileE-commerceUserExperienceandCommerce,CRMandWebCustomerExperienceManagement

Gene AlvarezResearchVP

Focus Areas: CustomerServiceandSupport,ContactCenterWorkforceOptimization,EnterpriseFeedbackManagement,CustomerExperienceManagement

Jim DaviesResearchDirector

Focus Areas: EvolutionofBusinessApplications,E-BusinessandE-Commercetrends,andEmerging Business Models

Alexander DrobikManagingVP

Focus Areas: CRM,E-Commerce,LeadManagement,PartnerRelationshipManagement,and Social CRM.

Christopher FletcherResearchDirector

Focus Areas: WebAnalytics,SocialMediaMetrics,BusinessIntelligence,Cross-channelAnalysis,WebA/BTesting

Bill GassmanResearchDirector

Focus Areas: CustomerSegmentation,PredictiveAnalytics,TextMining,Real-TimeRecommendations,360DegreeViewofCustomer,CRMMetricsandPerformanceManagement,CustomerProfitabilityAnalysis

Gareth HerschelResearchDirector

Focus Areas: WebSelfService,WebCustomerService,CollaborativeBrowsing,E-mailResponseManagement,VirtualAssistants,KnowledgeBaseforSelfService,WCS/ E-ServiceVendors,Multi-ChannelContactCenter,CustomerInteractionHub

Johan JacobsResearchDirector

Focus Areas: CustomerServiceStrategies,Customer Service CRM Multi-Channel Applications,SaaS/OnDemandCRMapplications,SocialNetworking,CRMStrategies,E-Customer and Mobile CRM

Michael MaozVP,DistinguishedAnalyst

Focus Areas: Outcome Focused Key PerformanceIndicatorsandMetrics,DefiningSuccessMetricsforProjectsandPrograms,StakeholderandSponsorCommunication,ScorecardsandDashboards

Lars MieritzResearchVP

Focus Areas: CRMStrategy,CRMVisioning,SocialMediaStrategyandCRM,CRMandBroader Application Strategy

Scott NelsonManagingVP

Focus Areas: Marketing Automation: Includes Multi-ChannelCampaignManagement,MarketingResourceManagement,EnterpriseMarketingManagement,LoyaltyManagement,LeadManagement,E-Marketing,andSocialCRM/OnlineRelationships

Adam SarnerResearchDirector

Focus Areas: SingleViewofCustomer,CustomerDataIntegration,MasterDataManagement,DataQuality

John RadcliffeResearchVP

Focus Areas: CustomerExperience,Management,CRMStrategyandImplementation,CRMDeploymentsinEurope,CRMVendors,FeedbackManagement

Focus Areas: EmergingBusinessTrends,BusinessModels,BusinessProcessManagement,GreenBusiness,Enterprise2.0,B2CE-CommerceandE-Service, LoyaltyPrograms

Ed ThompsonVP,DistinguishedAnalyst

Mark RaskinoVP&GartnerFellow

Focus Areas:CustomerExperienceManagement,MobileApplicationDevelopment,PortalStrategy,CloudComputing

Ray ValdesResearchVP


Agenda at a Glance

Virtual Track: Social CRM (V)*Agenda subject to change

Sunday 14 March 201118:00 – 19:30 Registration, Information and Refreshments

Day 1 — Monday 14 March 201107:30 – 20:00 Registration, Information and Refreshments

08:00 – 08:45 “Getting” Gartner: How to Understand What we are Talking About

08:45 – 09:00 Break

09:00 – 09:15 Summit Chair Welcome

09:15 – 10:15 Gartner Keynote

10:15 – 10:45 Panel Discussion — Moderators: Ed Thompson and Jim Davies

10:45 – 11:15 Refreshment Break in the Solution Showcase

11:15 – 12:15 Gartner Customer Relationship Management Excellence Awards

12:15 – 13:00 Guest Keynote: The Art of Business Infl uence

13:00 – 14:00 Lunch in the Solution Showcase

13:15 – 13:30 Magic Quadrant Session: Customer Service Contact Centers

13:30 – 13:45 Magic Quadrant Session: Social CRM

Track 1: CRM Foundations Track 2: Digital Marketing Track 3: Customer Experience Management

Track 4: Data and Analytics Track 5: Workshops

14:00 – 14:50 The Building Blocks of Social CRM (V)

The Future of E-Commerce — “Rational Exuberance”

The Customer Experience Management Scenario

Planning a Customer Analytics Strategy

14:00 – 15:30Mastering Your Customer Data and Creating a Single Source of Truth

14:50 – 15:00 Break

15:00 – 15:30 Solution Provider Session Solution Provider Session Solution Provider Session Solution Provider Session

15:30 – 16:00 Refreshment Break

16:00 – 16:45 Case Study: Saxo Bank Case Study: De Bijenkorf Case Study: giffgaff Case Study: eBay Inc. 16:00 – 17:00Engaging With Your Customers Through Social Channels — Tips For Success

16:45 – 17:00 Break

17:00 – 17:50 CRM Change Management: The Intersection of People, Process, and Change

Your Site and Search Engine Optimization: Shedding the Invisibility Cloak

Leveraging Social Knowledge and Communities for Web Self-Service (V)

How Many Single Views of the Customer Can You Afford?

17:50 – 20:00 Networking Reception

Day 2 — Tuesday 15 March 201107:30 – 16:30 Registration, Information and Refreshments

08:15 – 09:05 CRM Vision and Strategy: Putting the CRM Pieces Together to Generate Success

Digital Marketing: The Critical Trek for Multi-Channel Campaign Management

Keeping it Human: How Your Contact Center Will Deliver Outstanding Customer Service.

Predictive Analytics; Now More Than Ever

08:15 – 09:45Tips for Turning Vague Cross Channel Leads into €€

09:05 – 09:15 Break

09:15 – 09:45 Solution Provider Session Solution Provider Session Solution Provider Session Solution Provider Session


10:15 – 11:05 How Customer Trends Impact CRM Technologies and the Vendor Landscape

Lead Management in a (B2B2C, Always-On, Socially Connected, et al) Digital World

Voice of the Customer: Listen, Analyse and Act To Improve the Customer Experience

Your Online Channel Needs Analytical Help

10:15 – 11:45Great Customer Experience Secrets

11:05 – 11:15 Break

11:15 – 12:00 Case Study: Deutsche Bank Case Study Case Study Case Study: Lloyds Banking Group LP&I

12:00 – 13:00 Lunch in the Solution Showcase

12:30 – 12:45 Magic Quadrant Session: Multichannel Campaign Management

12:45 – 13:00 Magic Quadrant Session: E-Commerce

13:00 – 13:50 Innovation Lives: Emerging Marketing, Sales and Service Processes to Watch

A Blue Ocean for Social Marketing (V)

Designing Delightful (or Dreadful) Digital User Experiences

How Marketing Benefi ts from Business Intelligence and Data Quality Skills

13:50 – 14:00 Break

14:00 – 14:50 Getting to Grips With Customer KPIs and Metrics That Focus on Business Outcomes

Putting Mobile CRM in Context for Customers

Putting Plans for Customer Experience Into Practice

Mining Value from Social Networks (V)


15:20 – 16:05 Guest Keynote: Customer Experience — It’s NOT magic

16:05 – 16:15 Presentation of the Gartner Customer Relationship Management Excellence Awards

16:15 Closing Remarks


Summit Format

Plenary SessionsInourrenownedplenarysessions,you’llhearwhattoday’sleadingfiguresarethinking. Gartner analysts and invited expertswillgiveyoustrategicinsights,thought-provoking points of view and forward-thinking advice that will help shape your planning.

Track SessionsPresentedbyGartneranalysts,invitedguestspeakersandindustrypresenters,these sessions offer the very latest topical updates and actionable insights on the subjectsmostcriticaltoyourorganizationaldevelopment and innovation.

End-User Case StudiesThe Summit features several end-user casestudypresentations,withseniorITandbusinessexecutivesfromleadingorganizationsfromarangeofindustriesandcountries designed as use cases you can compare against your own approaches and as benchmarks for your thinking.

WorkshopsWorkshops provide you with a forum to listentosubject-matterexperts,interactwith fellow delegates and work together to develop best practices that can be put to practical use after the summit. The workshops provide an opportunity to delve deeplyintospecificcriticaltopicsincludingmarkets,technologiesandbusinessissues.

Gartner Analysts One-on-One MeetingsMeeting face-to-face with a Gartner analyst isoneofthekeybenefitsofattendingaGartnerSummit.Personalizeyour30minute private appointment to discuss yourspecificissueandwalkawaywithinvaluable,tailormadeadvice.

Customize Your AgendaWe understand your need for relevant information and guidance to match yourparticularfocusonCRM,andto match the maturity of your CRM initiatives.Tomeetthisneed,sessionshavebeenidentifiedwithiconstohelpyou easily navigate your way through the agenda:

E Essentials: If you are at the early stages of your CRM initiatives or you are a newcomer to this space,thesesessionswillhelp you navigate through the necessary steps.

I Intermediate: These sessions will focusonbuildingcapabilitiesand/or skills that improve your CRM initiatives.

A Advanced: If you are an advancedpractitionerofCRM,these sessions are designed to takeyourinitiativestothenextlevel.

B Business: These sessions focus on CRM from the business perspective.

T IT: These sessions focus on CRM from the IT perspective.

P Practical: We understand your need for tactical information you can action straight away. These sessionsfocusonhowto,do’sand dont’s and best practices.

S Strategic: These sessions focus on the strategic insight supporting the development and implementation of your plan of action.

The Summit provides a unique mix of Gartner Research presentations, guest keynote addresses, case studies, solution provider sessions and roundtable discussions to provide you with a holistic view of the CRM landscape. Information, insight and advice are channelled through a targeted and focused approach, taking you from the high-level strategic view all the way to your specific issue.

The Gartner Customer Relationship ManagementSummitbenefitsfromtheadvice and support of a number of end-user representatives who help ensure the content and direction of the Summit fittheneedsofCRMprofessionals.We would like to thank the following individuals for their support:

• PaulLaughlin,HeadofCustomer&MarketInsight, Lloyds Banking Group LP&I

• ChristophM.Oggenfuss,Head ofMarketing&Communications,COMIT — a Swisscom Company

•GemmaRichardson,Customer InsightandExperienceConsultant,Financial Ombudsman Service

•MartineLamorilSeu,CRM Global Manager,Kone

• RyanPowell,SeniorManager,CustomerExperience, Virgin Media

• DavidMontgomery-Law,European CRMManager,Eisai

Advisory Board

AnalystOne-on-Onesessionswereveryinsightful—excellentinsighttoCRM:howtodoit,whattodoandmostimportantlywhy to do it.

J Bannister, Enterprise Architect, Johnson&Johnson


Plenary Sessions

Gartner Keynote Speaker

Customer Credibility in a Digitally Saturated WorldGotyouriPadpresencenailedyet?Anotherday,anotherelectronicchannel.Astheyproliferate,theriskisthatyour messages only add to the incessant roaring digital background noise your customers are tuning out every day…. and to the petabytes of customer data you will have to pay to store and sift. But Moore’s law is barely half doneandthereisaLOTmoretechnologycoming!Someofitwilladdimportantnewopportunitybutyetmorecomplexity.Let’strytomakesomesenseoutoftheconfusion,blowawaythefrothanduncoverthecriticalpointsof focus that will maintain real customer relationship integrity.

Mark Raskino,VP & Gartner Fellow, Gartner

Guest Keynote Speakers

The Art of Business Infl uenceFormerstockbrokerturnedauthorandcommunicationexpert,MarkJeffrieshasasimple,yetvitalmessage—communicationexcellenceleadstoincreasedconnections,elevatedsuccessandhigherprofits.

Markpresentsaninnovative“toolbox”packedwithinstantlyuseabletechniques,ideasandmethodsdesignedtogiveyouasmart,proven,communication-basedapproachtothechallengesandopportunitiesyoufaceeveryday—withyourclientsandwithinyourteams.Fromnetworkingtonegotiation,fromthepowerofwordstothebehaviorsofthe“trustedadvisor”andteamleader.

Mark Jeffries, Author and Communication Expert

Customer Experience — It’s NOT MagicCustomerexperienceistoday’scompetitivebattleground.Inthishighlyunusualandinnovativesession,GarryMarshoutlinesthe“magicformula”thatcreatesmemorablecustomerexperiences.“It’sNOTmagic”isthought-provoking and entertaining with a serious business message about creating an emotional connection that brings customers back time and again. The session has been delivered all over the world to help everybody from the boardroomtothefrontlinethinkdifferentlyaboutcreatingthekindofcustomerexperiencesthatdrivecustomerloyalty.It’sNOTmagic,andeveryorganizationcanmakeithappen!

Garry Marsh, Director, THM Business Simulations

Are you proud of your CRM initiative? Do you feel your organization is truly customer focused and committed to providing personalized, consistent and appropriate experiences for each and every customer interaction? Would you like to share your experiences with like-minded professionals and attempt to win the highly coveted Gartner and 1to1 Media CRM Excellence Award? If so, then now is the time to act!

Gartner invites organizations to apply for the 2011 award via a simple downloadable questionnaire that is available on the CRM Excellence awards Web site. See europe.gartner.com/crm for the submission procedure and associated information.

The fi nal date of entry is Friday 7 January 2011.

Entries will be rated by a panel of Gartner analysts and 1to1 Media judges. There will be separate awards for Customer Experience, Enterprise-Wide Initiatives, Integrated Marketing, Customer Analytics, and Social Engagement. All submissions will be evaluated on how comprehensively their initiatives embrace each of the 8 Building Blocks that Gartner defi nes as critical for CRM success (see Web site for details).

After the fi ve award winners have been selected, the three best will be invited to present their fi ndings at the 2011 Gartner Customer Relationship Management Summit in London, and an overall winner will be chosen by the audience. Winners and their success stories will be featured in 1to1 Media print and online publications.

The Gartner and 1to1 Media CRM Excellence Awards 2011


End-User Case Study Sessions

Saxo Bank: Change Management in a Global CRM Implementation — Fast, Agile and End-User Driven

Ulrik Branner, Vice President – Global Head of Commercial Programs, Saxo Bank

Lloyds Banking Group LP&I: Generating Deeper Insights From a Holistic Capability

Paul Laughlin, Head of Customer & Market Insight, Lloyds Banking Group LP&I

giffgaff: A Mobile Company With Community at the Core

Robbie Hearn, Head of Member Experience, giffgaff

eBay: Privacy in the Mobile Digital Age

Steve Kenny, Head of EU Privacy, eBay Inc.

Deutsche Bank: Adopting Multi-Channel Customer Engagement to Continuously Enhance the Customer Experience

Russell Graham, Global Head Implementation and Service, Trade Finance / Cash Management Corporates, Deutsche Bank

De Bijenkorf : Moving From Traditional Retail to a Segmented Multichannel Approach

Peter-Paul Lemmens, Manager CRM, De Bijenkorf

Withawealthofsessions,itishelpful to have a tool to build your own agenda focusing on your own needs.

The online Agenda Builder helps you select the sessions most relevant to you and add them to your calendar and to build in networking and reflection time into your schedule.

Go to ab.gartner.com/crm12i to view the full agenda.

Your Summit — Your Agenda

TheSummitwillfeatureseveralinternationalend-usercasestudypresentationsfromseniorITandbusinessexecutivesofleadingorganizationsfromvariousindustriesandsectors.Thecasestudiesbringthepractitioners’ownvaluableexperiencestothe audience and highlight the technologies and solutions adopted and lessons learned in their own environments. They further focusonadescriptionofstrategyandapproach,choiceoftechnologies,mistakestoavoidandhowtomeasuresuccess.

Please check on a regular basis as the case studies are added to the agenda at europe.gartner.com/crm

Ihavetrulyenjoyedtheinspirationalsessions—easy to choose between by the division into tracks — the evening event provides a good opportunity tonetworkandsocializeinaninformalway,buildingprofessional relationships.

Janne Jensen, CRM Consultant, Danish Industries

Great event with lots of practical insight.

Thomas Zanzinger, VP International and

Partners, Empolis


Summit Sessions

Track 1: CRM FoundationsTherapidevolutionoftheCRMmarketandapproachestocustomerrelationshipsmeansthattheexisting“buildingblocks”ofCRMneedtoberevisited.SuitableforalllevelsofCRMmaturity,thistrackprovidesguidanceonallaspectsofembracingaCRMproject,fromstrategytometricsandtechnologytoprocesses.1

The Building Blocks of Social CRMMoving into the realm of social CRM is morethanjustcreatingaFacebookpage.It involves a balance of strategy and technology,oforganizationalissueswithcustomerexpectations.Inthissession,wewill look at some of the components that firmsneedtoincludetobesuccessfulinsocialCRM,whethertheyarenewtothespace or have been doing it for years.

•WhatdoessocialCRMallowfirmstodothat traditional CRM can’t?

• Howarecustomers’expectationschanging in the era of social CRM?

•Whataretheimpactstoorganizationasthey pursue a social CRM strategy?

Scott Nelson I B T S

CRM Change Management: The Intersection of People, Process, and ChangeMost of the challenges in creating multi-channel,cross-technology,customer-centriccustomer relationships are found at the intersectionofpeople,processes,andchange.Attendthissessiontolearnhowtomaximizethe positive impact of new CRM processes whilekeepingorganizationalresistanceandtime to productivity to a minimum.

• What is the impact of effective change management processes on the success of CRM initiatives?

• How can change management be leveragedtomaximizethepositiveimpactofallcustomer-facingtechnologies,minimizeorganizationalresistance,andreduce time to productivity?

• Why will effective change management in the digital CRM world become more compelling than ever?

Christopher Fletcher E B T S

CRM Vision and Strategy: Putting the CRM Pieces Together to Generate SuccessCRM is more than software. It is more than IT programs. It is about becoming customer centric. And that does not happen accidently. It takes a vision and a strategy tomakeithappen.Inthissession,weexaminewhataCRMvisionandstrategyreallyis,whyitisnecessary,andhowitwillcreateawin/winforyourfirmandyourcustomer.

•WhatisavisionforCRM,andwhyisitnecessary?

• HowdoyoujustifytheexpenseofCRMto management?

• HowdoesCRMfitintothebroaderITstrategiesoftheorganization?

Scott Nelson I B S

How Customer Trends Impact CRM Technologies and the Vendor LandscapeCustomer initiatives continue to evolve asnewCRMtechnologyplatforms,architectures,anddeliverymethodsenterthemarket.SocialCRM,Mobile,CustomerBusinessAnalytics,SOA,andSaaSandCloudprovisionareallimpactingexistingCRM applications and systems. This sessionexploresthosechangesandgivesguidance on how to meet these market challenges and opportunities.

• Which customer trends will dominate and shape the CRM application environment to 2014?

• HowwillCRMtechnologyplatforms,architectures,anddeliverymethodsevolve to embrace these trends?

• How will the CRM application vendor landscape evolve?

Alexander Drobik I T S

Innovation Lives: Emerging Marketing, Sales and Service Processes to WatchMarketing,selling,andservicingarethekeybuildingblocksofacustomerstrategy,but many enterprises continue to make blundersintheirdesign.Newcloud/SaaSmodels,ubiquitousmobility,andcommunities open up new opportunities toinnovate.Thispresentationexamineshow these will impact the top processes for marketing,salesandservice.

• What trends are driving changes to sales,marketingandcustomerserviceprocesses?

•Whatarethekeyprocessesacrosssales,marketing and customer service and how do you monitor and improve them?

• How will core CRM processes evolve as they become more impacted by social networking?

Michael Maoz E B T S

Getting to Grips with Customer KPIs and Metrics that Focus on Business OutcomesManyorganizationsfocusoncostsandbenefitsestimationforpotentialinvestments,but place less emphasis on the subsequent deliveryoftheexpectedbusinessbenefits—which is what really matters. Planners should clarifytheanticipatedbusinessbenefitsinthepre-projectphaseusingagreedmetricsand key performance indicators that directly tie back to the business case and strategic customer goals.

•Whyarebusinessbenefitidentification,tracking and communications important activities?

• What are good practices for articulating thebusinessbenefitsunderlyingthebusiness case?

• What are good practices for monitoring businessbenefitsdeliveryandstakeholder communications?

Lars Mieritz E B P

E Essentials

I Intermediate

A Advanced

B Business

T IT

P Practical

S Strategic


Summit Sessions

Track 2: DigitalMarketingFormanyorganizations,theentirecustomerlifecyclespanningfromneedsrecognitiontoinformationsearchtoevolution,topurchaseandsupportiscontainedwithinaWebenvironment.Theemergenceofsocialmediaandrapidadoptionofmobiledevicesmeansthatorganizationsneedtorevamptheirdigitalcapabilitiesforeffectivesalesandmarketing.AdvancementsinWebtechnologies,netapplicationsandsearchenginesneedtobeembraced and a strategy for coping with multiple customer personas developed.

2The Future of E-Commerce — “Rational Exuberance”E-commerce investments are on the rise again.Organizationsareseekingnewwaystoengagecustomers,drivenewsalesandincrease customer satisfaction by providing ausefulandengagingcustomerexperiencevia digital channels. This session addresses three key issues:

• What key market trends are driving e-commerce today and into tomorrow?

• What is the future of the e-commerce digitalcustomerexperience?

• What are some of the key investment challenges for the future?

Gene Alvarez I P

Your Site and Search Engine Optimization: Shedding the Invisibility CloakManyorganizationsspendsignificantresources on building and operating a Website,onlytoseethoseeffortsgounseen due to absence of search-engine optimization.OthersundertakeSEO,butuse keywords and follow user scenarios thatareoff-target.Finally,thosewhoweresuccessful in the past have recently seen erosionofgoodresultsinfaceofchanges,new competition and other ways in which usersfindinformationontheWeb.

•WhatisSEOandwhatbenefitscanitprovide?

• HowshouldorganizationsundertakeSEOinitiatives?

• How is the Web changing and what impact will changes have on SEO?

Ray Valdes E P

Digital Marketing: The Critical Trek for Multi-Channel Campaign ManagementThese are the voyages for MCCM. Its nextfiveyearmission:toexplorestrangenewonlinedestinations,communitiesanddevices. To seek out new prospects and to engage customers online. This presentation will take you boldly where no traditional campaignmanagementprojectshavegonebefore.

• What will drive Multi-Channel Campaign Managementforthenextfiveyears?

• How will companies reinforce traditional Multi-Channel Campaign Management capabilitieswithDigitalMarketing?

•WhichvendorsarebestsuitedforDigitalMarketing/MCCMinthemediumterm?

Adam Sarner I S

Lead Management in a (B2B2C, Always-On, Socially Connected, et al) Digital WorldLeadmanagementinB2BandB2B2Ccompaniesischallenging:multi-channel,alwayson,andthecustomerisincontrol.Attend this session to understand when andhowtouseE-Commerce,Web,social,e-mail,andmobilechannelstocreatehighyield,highvalue,engagingsellingopportunities.

• How are B2B and B2B2C industry leaders leveraging multiple channels ofdigitalmarketingtomaximizeleadmanagement initiatives?

• Which metrics should be used to quantify the business contribution of digital lead management?

• Which digital technologies will have the biggest impact on lead management?

Chris Fletcher A B T S

A Blue Ocean for Social MarketingThe Internet has shifted a typical buying processofneed/wantrecognition,informationsearch,evaluationandpurchase from an offline to an increasingly onlineactivity.However,customersgothrough similar buying processes and decision points when making purchases. Witheachstageofthebuyingprocess,social marketing will influence and engage the customer through all stages of a purchase.

•Whatnewdatasourcesexistbecauseoftheexplosionofsocialactivity?

• What tools measure the value of social media and how will the market evolve?

• What are the best practices for gaining and using the insight from social networks?

Adam Sarner E S

Putting Mobile CRM in Context for CustomersSmartphone and Web enabled mobile devices like the iPad sales continue to rise. Simultaneouslycustomers’expectationsforagreat“incontext”mobilecustomerexperienceisbeingdrivenbyanincreasingnumber of mobile applications and improvements in mobile Web access. This session addresses three key issues:

• Howiscontextawarecomputingimpacting the mobile customer experiencetodayandtomorrow?

• Howcancontextawarecomputingbe used to drive sales and increase customer satisfaction?

•Whatarethedo’sanddon’tsofcontext-enriched mobile applications?

Gene Alvarez I S


Track 3: CustomerExperienceManagementCustomershaveanexperienceeverytimetheyinteractwithanorganization.Thiscannotbeavoided,soitsmanagementisessential.Bysetting(orresetting)expectationswithcustomersanddeliveringtheintendedexperienceinarepeatablewayacrossallcommunicationchannels,organizationscanimprovesatisfaction,loyaltyandbrandvalue.Technologicalinvestmentisneededtoprovidethisconsistentexperienceacrossthecontactcenter,Webandsocialarenaaswellascaptureimportantfeedbackabouttheactualexperiencedelivered.

3

E Essentials

I Intermediate

A Advanced

B Business

T IT

P Practical

S Strategic

The Customer Experience Management ScenarioThecustomerexperienceisoneoffewdifferentiators that are still hard to copy from a competitor. Increasing numbers of directors see it as a critical competitive battleground.Meanwhile,customershavenever been so willing to drop a supplier onthebasisofonepoorexperience,andthen tell as many people as they can. Thispresentationexaminesthetheory,importance and future of customer experiencemanagement,whileoutliningpossibleprojecttypes.

•Whatisacustomerexperienceandcustomerexperiencemanagement(CEM)?

•Whichprojectsdeliverthemostpositivecustomerexperiences?

• Howwillcustomerexperiencemanagement evolve through 2020?

Ed Thompson I B S

Leveraging Social Knowledge and Communities for Web Self-ServiceCustomer self-service via the Web using technologies such as natural-language search,automatede-mailresponsesystems,virtualassistants,knowledgebase solutions and social networks are fast replacing labour-intensive and phone based interactions.Thispresentationexploreshow to assimilate and use social knowledge and hosted community knowledge for Web based self-service.

• What are the myths and realities around self-service and how is Social impacting it?

• How to go about harvesting social content and using peer to peer communities for Web self-service.

• Which vendors would you go to for self service and the management of social knowledge?

Johan Jacobs A B T P

Keeping it Human: How Your Contact Center Will Deliver Outstanding Customer ServiceThissessionexamineshowefficiencymetrics can be met while selecting the leading technologies and processes to createoutstandingcustomerexperiencesinthe customer service contact center. Fads andtrendssuchassocialcollaboration,cloudcomputing,pervasivemobility(alwaysconnected customers) and software as a service are colliding in the contact center with the basic need to control costs.

• Howwillcustomerserviceorganizationsmeet the demands of the social customer while controlling costs?

• Howwillorganizationscreatekeyperformance indicators and processes to improve customer service?

• Which technologies will drive best in class customerservice,specificallywithcloudapplications?

Michael Maoz I B T P S

Voice of the Customer: Listen, Analyze and Act To Improve the Customer ExperienceThecustomervoicetakesmanyforms;from the completion of a formal corporate survey to a throw-away comment in Facebook. Each has merit. The ability to collect,analyzeandactuponthesediversefeedback channels in a holistic way is a key challengefororganizations.Inthissessionwecategorisethesefeedbackchannels,highlighting:

• Howcanorganizationsbestleveragethedirect customer voice?

• Howcanorganizationsbestleveragetheindirect customer voice?

• Howcanorganizationsbestleveragetheinferred customer voice?

• Howshouldorganizationsalignthedirect,indirect and inferred customer voices?

Jim Davies I B T P S

Designing Delightful (or Dreadful) Digital User Experiences Userexperiencehasbecomeanundeniablecompetitive differentiator in many industry sectors.Manyorganizationsseektoreplaceantiquated designs by adding the latest technology. The results can be dreadful as often as they are delightful. For many internal-facingapplications,mediocritywould be a step upward.

• What are the principles of user experiencedesignandhowcanthesebeapplied to enterprise systems?

• What is design process and why does it outweigh technology as a key success factor?

•Whatisthefutureofuserexperiencedesign?

Ray Valdes E B T P

Putting Plans for Customer Experience Into PracticeThere is a wide gap between wanting to provideabettercustomerexperienceandmaking it happen. The practicalities of improvingthecustomerexperiencehavemany challenges. This presentation helps toovercomesomeofthem.Itexaminesthecreationofastrategy,butfocusesmostontactics.Itexamineswholeads,wheretostart,howtomeasureandwhichtechnologiesarebeneficial.

• How to create a strategy for improving thecustomerexperience?

• Who leads and where to start to improve thecustomerexperience?

• How to measure the success of CEM?

• Which technologies and vendors are best for CEM?

Ed Thompson I B T P


Summit Sessions

Track 4: DataandAnalyticsThecustomerdataavailabletoorganizationsisincreasingatanexponentialrate.Theabilitytocapture,organize,analyzeandactuponthisdataisakeychallenge,butonethatcanbringsignificantrewards.Thevastmajorityofthisnewdatawhichstemsfromdiversesourcessuchassocialmediadialogs,clickstreams,surveysandevenaudiorecordingsisunstructured,whichaddssignificantcomplexitytotheprocess.

Social media is impacting the very foundations of how organizationsmanagecustomerrelationships.SocialCRMapplicationsareemergingthatalloworganizationstofacilitatetheircorecustomerprocessesacrosssales,marketingandservice in a much more collaborative and social way. Social CRM will mean different things to different companies but it cannot be avoided entirely and an appropriate strategy needs to be developed. Sessions within this virtual track include:

• TheBuildingBlocksofSocialCRM• LeveragingSocialKnowledgeandCommunitiesforWeb

Self Service• ABlueOceanforSocialMarketing•MiningValuefromSocialNetworks•Workshop:EngagingWithYourCustomersThroughSocial

Channels — Tips For SuccessSee previous pages for session descriptions.

4

Vir

tual

Tra

ck:

So

cial

CR

M

E Essentials

I Intermediate

A Advanced

B Business

T IT

P Practical

S Strategic

Planning a Customer Analytics StrategyYou are doing some analysis of the customer,liketheidea,havesomeBItools,havegotgoodROI,buthavethenaggingfeeling that you can be doing more. This session will outline the steps and best practices that will take your customer insight activitiesfromadhoc,tostreamlinedandfocused on delivering value to the business.

• Why is analysis becoming a must-have capabilityfororganizationsandwhatrepresents best practice?

•Whatstepsshouldorganizationstaketodefineandexecuteacustomeranalyticsstrategy?

Gareth Herschel I B S

How Many Single Views of the Customer Can You Afford?Everyone talks about the single view of the customer,buttheorganizationalrealityisthattherearemultiple,inconsistent“singleviews.”Tocreateaunified,trustedviewyouneedMasterDataManagement(MDM).LeadingorganizationsareleveragingMDMtoimprovetheirbusinessprocesses,customerexperience,customer insight and decision making. Attend thispresentationtolearnmoreaboutMDMandhow it can help your CRM strategy.

•WhyareorganizationsinvestinginMDMand what has been achieved so far?

• What are current and emerging best practicesforMDM?

• How will the market and technologies evolve,andwhichvendorswillwin?

John Radcliffe I T P S

Predictive Analytics; Now More Than EverIf you think predictive analytics is incredibly important but aren’t sure you are doing itright,wishthateverytimeyouaskedsomeone to build a model you weren’t told thatitcanbereadyinsixmonthsandareconfused by the number of vendors who suddenly seem to offer predictive analytics solutions,thencometothissession.

• What is the business case for predictive analytics?

• How do we overcome the analyst productivity bottleneck?

• What is the future of the predictive analytic market?

Gareth Herschel I B T P

Your Online Channel Needs Analytical HelpOrganizationsarestrugglingtooptimizemarketing,shiftsupportfromcallcenterto Web and maintain a view of customer activity across on and offl ine channels. Untilnow,SaaSsolutionshavemetmanyneeds,butproblemswithcross-channelintegration,datamodelling,metricsdefinitions,dataqualityandinterpretationofanalysis is limiting what could be done. This presentationexplainshowtofindandapplyskills and governance to a critical channel.

•Whatanalysesareinusetooptimizetheonline channel?

• What bottlenecks are holding back online marketing,salesandcustomersupport?

• Howcanamarketingorganizationimprove their analytical skills?

Bill Gassman I B T P

How Marketing Benefi ts from Business Intelligence and Data Quality SkillsMany marketing practitioners make decisions based on desktop analysis tools orcloudanalyticapplications,outsidethe view and disciplines of the IT focused centerofexcellence.Thispresentationdiscusses the value of linking to business intelligence and data quality initiatives that are likely already in place.

• What is broken about decision making withinthemarketingorganization?

• How can following BI best practices help improvetheefficiencyofmarketing?

• Why is data quality so important and what can be done to improve it?

Bill Gassman and John Radcliffe E T P

Mining Value from Social NetworksTheexplosiveadoptionofsocialmediaby individuals and enterprises creates unprecedented sources of insight. While newopportunitiestodiscoverpatterns,detectearlywarningsigns,anddistilotheractionable information from the data hold greatpromise,toolsandtechniquesaresparselyused.Thispresentationexamines:

•Whatnewdatasourcesexistbecauseoftheexplosionofsocialactivity?

• What tools measure the value of social media and how will the market evolve?

• What are the best practices for gaining and using the insight from social networks?

Gareth Herschel and Bill Gassman A B T P


Workshops

WhetheryouareanewcomertoCustomerRelationshipManagement,oraCRM“master,”it’salwaysbeneficialtoshareideas and best practices. This track includes a series of workshops addressing some of the key CRM challenges facing organizationstoday.Specificallydesignedtobehighlyinteractive,theseworkshopswillfacilitatepeertopeerexchangeandnetworking—combinedwiththeexpertadviceoftheGartner’sanalysts.

Please note that workshops are strictly reserved for end-users only. Pre-registration is required, attendance is on a first-come, first-served basis and numbers are limited.

Engaging With Your Customers Through Social Channels — Tips For SuccessIn the growing social media space where there are more people onFacebookthanliveintheUK,thereisnodenyingthatanewopportunityexistsforcustomerengagement.However,thereismuchanxietyaroundhowtoapproach,engageandcreatebusinessvaluefromsocialmedia.Joinotherattendeesinthisinteractiveworkshopsessionasweshareexperiences,insights,andbestpracticesonhowtogetmanagementbuy-inandexecuteagainstasocialCRMstrategy,discusstechniquesandtoolsforsocialCRM,anddeterminewhattodonextuponreturningfromthis conference.

Moderator: Adam Sarner

Mastering Your Customer Data and Creating a Single Source of TruthThis workshop focuses on how to create a single source of truth forcustomerdatawithintheorganization,usingmasterdatamanagement disciplines and technologies. This “single view of the customer”willenablemorejoinedupbusinessprocesses,bettercustomerexperiencesandbettercustomeranalytics.Keyissuesfordiscussion:

• CreatingavisionandstrategyforanMDMofcustomerdataprogram.

• Creatingabusinesscase,basedonbusinessmetrics,foranMDMofcustomerdataprogram.

• Creatingtherightgovernance,organizationalrolesandresponsibilitiesandprocessesforMDM.

• CreatinganarchitectureandtechnologyinfrastructureforMDM

Moderator: John Radcliffe

Great Customer Experience SecretsThisworkshopwill,throughpeercollaboration,focusondiscoveringthesecretbestpracticesusedbythecustomerexperienceleadersineachindustry.Itwillexamineasmanydifferentwayspossibletocreategreatcustomerexperiencesandfocusonwhatworksbestinspecificindustries.Participantswillneedtobepreparedto contribute and work with other attendees to help answer the question: “Which company in your industry provides the best customerexperienceandwhatonethingdotheydobetterthanothers?”

Moderator: Ed Thompson

Tips for Turning Vague Cross Channel Leads into €€Leadmanagementisatoppriorityforeverymarketingandsalesprofessional.Therearelikelyhundredsofvendors,services,andexpertsfocusingonleadmanagement,yetmanycompaniesstillstrugglewiththechallenge:Howdoweturnanunqualifiedcontactintoaqualified,high-value,high-probabilitybuyingopportunity?JoinotherCRMSummitattendeesinthisinteractiveworkshopsessionasweshareexperiences,insights,andbestpractices.Participantsshouldcomepreparedtodiscussanexamplefromtheirownorganizationorindustryofaleadmanagementprocessthat worked well and showed positive results — or one that did not.

Moderator: Chris Fletcher


Solution Showcase

Meet the Technology and Service Providers at the Forefront of CRMTheSummithelpsyoudevelopa“shortlist”oftechnologyproviderswhocanmeetyourparticularneeds.Weofferyouexclusiveaccesstosomeoftheworld’sleadingtechnologyandservicesolutionprovidersinavarietyofsettings.VisittheSolutionShowcase,attendtheSolutionProviderSessionsandjoinintheNetworkingReceptionforinformalrelationshipbuilding.

PremierAutonomy, the clear leader in enterprise software for unstructured information, automates processes by understanding the meaning of content. Autonomy’s Intelligent Data Operating Layer (IDOL) recognizes patterns and concepts in “human friendly” information including e-mails, documents, videos, phone calls, Web content, news and social media. Over 20,000 customers worldwide rely on Autonomy to power, promote, and protect unstructured information. Autonomy’s promote modules include advanced solutions for Web content, call center and digital asset management, Web site optimization, multi-channel analysis and optimization and social media analysis.

http://promote.autonomy.com/

At Microsoft, we’re motivated and inspired every day by how customers use our software to find creative solutions to business problems, develop breakthrough ideas, and stay connected to what’s most important to them. At this event we will be showcasing how Microsoft Dynamics CRM offers an affordable technology that encapsulates CRM best practices and uses the familiar Microsoft Outlook and Office interfaces to streamline your business processes, improve your efficiency and help you stay competitive.

http://crm.dynamics.com/

PlatinumCognizant,aleadingservicesproviderinCRM,CEM,MDMandBPM,helpsorganizationsanalyzebusinessneeds,buildtechnologystrategy,andimplementsystemsfocusedoncustomerexperience.

www.cognizant.com

NICEsolutionscaptureandanalyzeinteractionsandtransactions,extractinsightanddeliverpositiveimpact.Drivenbyreal-time,cross-channelanalytics,NICEhelpstoincreaserevenue,enhancecustomerexperience,improveregulatorycomplianceandoptimisecontactcentreandbackofficeoperations.NICEsolutionsareimplementedbycontactcenters,branches,tradingfloorsandbackoffices.

www.nice.com

Oracle(Nasdaq:ORCL)istheworld’sleaderinCRMwith5,000CRMcustomers,andmorethanfivemillionCRMusers.CustomersrelyonOracle’sOnDemandandOnPremiseCRMsolutions,toempowerenduserswhiledeliveringdramaticimprovementsintheirabilitytoidentify,acquire,analyze,retain and serve their customers.

www.oracle.com/crm

SilverNeolanedrivesmarketingthatdelivers,withtheonlyenterprisemarketingsoftware that enables companies to integrate emerging technologies such as mobile with traditional channels.

http://www.neolane.com/uk/

Pegasystems’CRMandcustomerservicesolutions,basedonitsaward-winning Build for Change®technology,helpsorganizationstopositivelytransformcustomerexperienceacrossallchannelsandcustomertouchpoints.

www.pega.com

Sword Ciboodle’s focus is customer engagement that embraces every dialogue and every service interaction to dramatically reduce operational costs anddeliverconsistentlyexceptionalcustomerexperience.

www.sword-ciboodle.com

Bronze

Ifyourorganizationisinterestedinsponsoringthisevent,pleasecontact Shane Hannam for further details.

Telephone: +441784267366

E-mail: [email protected]

SponsorshipOpportunities

Avanade

www.avanade.com

Uniserv

www.uniserv.com


Registration

GartnerEventshasdesignedanexperiencethatwillhelpteamsoffourto25maximizetheirSummitexperiencewhileon-siteandlongafter the event concludes.

Benefits1 Team meeting with a Gartner analyst (end-users only)

2 Optionalteammeeting(s)withselectexecutivesfromvendororganizations

3 Adviceandsupportonbuildingpersonalizedagendasforyourteam

4 10+freeaudiosessionsfromtheGartnerEventsOnDemandproduct

5 Complimentaryteamloungeandmeetingspace(basedonteamsize)

6 Concierge service pre-event and on-site

7 Discountsonregistrationrates

Summit Team Discount Offers:• 4forthepriceof3

• 7forthepriceof5

• 12 for the price of 8

To register a team please e-mail [email protected] or contact your Gartner Account Manager.

Please note that teams must be registered at the same time and we can only guarantee availability of team benefitsiftheteamisregisteredatleastthreeweeksinadvance of the Event.

Been to this Summit Before?As an Alumni, we recognize your ongoing commitment and loyalty to Gartner.

Therearenumberofbenefitsavailabletoourreturningattendees:

• Personal e-mail communications and event discounts

• Fast-track registration

• Gift bag on arrival

• InvitationtoAlumnichampagnelunchonday1,hostedbySummit Chair

• Priority seating at keynote presentations

• Post-event communication with Trip Report

• Continued personal communication throughout the year

Pricing* Early Bird Price: €1,895+UKVAT(offer ends 14 January 2011)

Standard Price: €2,195+UKVAT

Public Sector Price:€1,695+UKVAT

*PricingcorrectasofNovember2011

Gartner ClientsA Gartner ticket covers both days of the Summit. Contact your Account Manager or e-mail [email protected] to register using a ticket.

How to RegisterOnline: europe.gartner.com/crm

Telephone: +442088792430

E-mail: [email protected]

Team Attendance

Media Partners

Venue InformationLancaster London, HydeParkLondon,UKW22TY

Phone:+442072626737

www.lancasterlondon.com

Early Bird Savings

Early Bird Price

€1,895 + UK VAT

(offer ends 14 January 2011)

Register by 14January2011for Early Bird savings

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Your Event Reminders

14 – 15 March 2011LancasterLondonHotel,London

gartner customer relationship management summit...

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