gartner customer strategies & technologies summit · pdf filethis year’s event...

4
1 Understand. Engage. Deliver: Earning Customers for Life Gartner Customer Strategies & Technologies Summit 2013 5 - 6 June | London, UK TRIP REPORT The annual Gartner Customer Strategies & Technologies Summit was held on 5 – 6 June 2013, at the Lancaster London Hotel. This report summarizes and provides highlights from the event. Overview This year’s event examined how new channels, elevated expectations and a shift in power are forcing organizations to rethink how they manage customer relationships. We focused on how organizations can understand their customers via a single holistic view, stimulate engagement through appropriate communications and continually deliver rewarding and differentiated experiences. This theme was explored in depth in our opening keynote with Gene Alvarez, Jim Davies and Ed Thompson, and was continued throughout the presentations that followed. We hope it has helped to spark some new ideas that will make a difference to you, your organization and your customers. SAVE THE DATE The 2014 Customer Strategies & Technologies Summit will be held on April 28-29, 2014 in the Park Plaza Westminster Bridge Hotel. We look forward to seeing you there! TABLE OF CONTENTS 2 Key Take-Aways 3 Keynote Sessions 4 Top-of-Mind Concers 4 Most-Attended Sessions 5 Snapshot of Attendees 6 Sponsors 7 Adverts Lancaster London Hotel, Hyde Park Professor Eddie Obeng speaking at Gartner Customer Strategies & Technologies Summit 2013 © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. For more information, email [email protected] or visit gartner.com. 1

Upload: trandien

Post on 27-Mar-2018

221 views

Category:

Documents


1 download

TRANSCRIPT

1

Understand. Engage. Deliver: Earning Customers for Life

Gartner Customer Strategies & Technologies Summit 20135 - 6 June | London, UK

TRIP REPORTThe annual Gartner Customer Strategies & Technologies Summit was held on 5 – 6 June 2013, at the Lancaster London Hotel. This report summarizes and provides highlights from the event.

Overview

This year’s event examined how new channels, elevated expectations and a shift in power are forcing organizations to rethink how they manage customer relationships. We focused on how organizations can understand their customers via a single holistic view, stimulateengagement through appropriate communications and continually deliver rewarding and differentiated experiences. This theme was explored in depth in our opening keynote with Gene Alvarez, Jim Davies and Ed Thompson, and was continued throughout the presentations that followed. We hope it has helped to spark some new ideas that will make a difference to you, your organization and your customers.

SAVE THE DATE

The 2014 Customer Strategies & Technologies Summit will be held on April 28-29, 2014 in the Park Plaza Westminster Bridge Hotel. We look forward to seeing you there!

TABLE OF CONTENTS

2 Key Take-Aways

3 Keynote Sessions

4 Top-of-Mind Concers

4 Most-Attended Sessions

5 Snapshot of Attendees

6 Sponsors

7 Adverts

Lancaster London Hotel, Hyde Park

Professor Eddie Obeng speaking at Gartner Customer Strategies & Technologies Summit 2013

© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.

For more information, email [email protected] or visit gartner.com. 1

2 3

Gartner Customer Strategies & Technologies Summit 20135 - 6 June | London, UK

Key Take-Aways

We’d like to leave you with these key pieces of advice from the event.

CRM is a not a technology — it’s a business strategy. Before attempting to execute a strategy, stakeholders should first negotiate a collective definition of CRM for their enterprise. CRM technologies should enable greater customer insight, increased customer access, more-effective customer interactions and integration throughout all customer channels and back-office functions.

Customer experience is the next competitive frontier. Enhancing the customer experience — delighting customers at every point of contact — is the new secret to sustained growth and competitive advantage. At leading enterprises, a relentless focus on the customer experience is generating remarkable results.

New customer data and analytics are revolutionizing CRM, creating actionable new customer insights and opportunities to drive business growth. Both structured and unstructured data can help you better understand and engage customers, recognize patterns, deliver more relevant and meaningful messaging and seize new opportunities.

Establishing an enterprise wide customer experience vision and strategy is essential to ongoing success. Delivering today’s world-class customer experience requires coordination that spans the organization, from customer service, sales and marketing, to IT and business leadership.

Step No. 1 hasn’t changed. Listen to your customers to understand when, where and how you can better engage and satisfy them. New analytics, business intelligence and a variety of CRM technologies can help businesses better understand, communicate with and retain customers.

Success in social media means having a well-defined purpose. Just doing social is not enough. Whether using social media to optimize customer service, increase sales, acquire new customers or build the brand, it’s essential to identify specific goals and strategies.

User experience design matters. Creating a mobile application on its own will not win over customers; it takes mobile applications people love. From websites to videos, understanding what defines great user experience design and how to deliver it can make the difference.

Relevance is not enough. Optimizing today’s multichannel marketing campaigns requires new levels of refinement and sophistication to be effective. The best data-driven, real-time, context-aware marketing communications are meaningful, welcome and powerfully compelling.

Disruptive technologies are upending how sales succeed. New mobile, social, cloud and big data technologies are powering a transformation in sales strategies. Organizations that can rapidly transition to effective new tools will win the day.

1

2

3

4

5

6

7

8

9

It was a truly amazing experience for me. Lots of new CRM learning helped me to think beyond where we are today at my companyRakuten, INC. CRM Specialist

Keynote Sessions

Opening Gartner Keynote: Gartner Keynote: Understand, Engage, Deliver: Earning Customers for Life. Gene Alvarez, Jim Davies and Ed Thompson

Gartner analysts Gene Alvarez, Jim Davies and Ed Thompson opened the summit with a competition on which of these CRM aspects is most important: Understand, Engage or Deliver. They provided a forward-looking assessment of today’s ultra-empowered customers and their elevated expectations. To stay competitive and build lasting, profitable relationships, businesses must deliver a truly great customer experience — and this is driving the adoption of all kinds of new strategies and technologies. Although all three analysts provided compelling views of why each aspect is critical to earning customers for life, “Understand” won with a little help from a surprise guest speaker!

Guest Keynote: Concrete Customer Connection in a Complex, Fast-Changing World. Eddie Obeng, Author, Innovator, Educator

In this lively and entertaining session, Professor Eddie Obeng spoke about how to develop and sustain valuable customer relationships in a complex, competitive and fast-changing world. Using his famous “World After Midnight” model, Professor Obeng’s passionate and humorous presentation explained 12 rules for a new world:

• Say “And” not “Or”• Assume Fair=Different not Fair=Equal• Change dependence to interdependence• Do nothing of no use!• Stakeholders rule OK!• Make time fit!• Chunk it or junk it!• All constraints into meat space • Unlearn everything!• Don’t change anything• Loop it up!• Go virtual

Closing Guest Keynote: The Branding Strategies That Will Create Customers For Life. Robin Wight, Advertising and Branding Expert

In this final session of the event, Advertising and Branding expert Robin Wight examined how a brand can deliver a service experience that stands out and is memorable, but also captures the essence of that brand. Robin drew upon his experiences with brands such as BMW, Sky, Orange, First Direct, Apple and Prêt a Manger to show how “inner branding” can build outer reputation. Robin challenged delegates to ask themselves the following questions:

1. What’s the purpose of my business?2. Does my Marketing capture this?3. Am I a conviction brand or a confection brand?4. Do I have an inner branding programme?5. Does my outer branding capture this?

Gene Alvarez

Eddie Obeng

Robin Wight

4 5

Gartner Customer Strategies & Technologies Summit 20135 - 6 June | London, UK

Top of Mind Concerns – What Attendees Asked About

• How to develop a CRM Vision and Strategy?

• How to get a good deal when negotiating and contracting for CRM software?

• How are other organizations achieving sales effectiveness and efficiency?

• How to find new ways to use mobility to support business goals and relate to customers?

• How to best implement Self Service?

• How does listening to the voice of the customer impact revenue?

• How to develop a mobile strategy that doesn’t cost a fortune and is useful for us and our customers?

• How does big data impact customer relationships?

• What does social best practice look like?

Top 10 Most-Attended Sessions1. The Single View of the Customer: Fact or Fantasy?

2. The Clash of the CRM Mega-Vendors

3. Establishing a Vision and Strategy

4. Embrace Organizational, Cultural and Technological Change

5. Oracle: Real World Customer Experience - How Lines of Business Come Together

6. Case Study: TYME and Mobile Money: Combining Next Generation Mobile Technology and CRM to Create a Single View FOR the Customer

7. NICE Systems: The Many Ways to Get Closer

8. Customer Experience is the Next Competitive Frontier

9. To the Point: Customer Analytics 2020: Moving Beyond Traditional Metrics

10. To the Point: How Different Could Your Organization Be in 2020?

CONNECT WITH US

Connect with Gartner Customer Strategies & Technolo-gies Summit on Twitter and LinkedIn.

#GartnerCRM

Gartner

This CRM event has been extremely informative. It has given me great incentive and inspiration. This has also been a great networking opportunity.Barnardo’s ERP Applications Manager

Snapshot of attendees

Who participated in the 2013 conference?

The Summit attracted over 420 attendees, from 30 countries. The core of the audience was naturally from the UK, with the next highest groupings coming from the Nordic and DACH region followed by the USA. In terms of industries represented the key sectors were technology and telecom, banking and finance followed by manufacturing, services and healthcare. The best represented job titles continued to be Customer Relationship Manager, Enterprise Architecture followed by roles in Business/Marketing.

Top 5 job roles

• Management• CLevel• Director• Analyst• Architect

Top 5 job roles

• Customer Relationship Management• Enterprise Architecture• Other Role in Business/Marketing• Application Management• Business Development

Top 5 industry sectors

• Technology & Telecoms• Banking, Finance & Insurance• Manufacturing• Services• Healthcare

It’s my first time being in a Gartner event and I’m highly impressed by the quality of speakers and presentations. Also the sponsors are first class in their categories as expected. I’ll happily advise it to every colleague in my organization.Akbank CRM Application Development Specialist

The summit helped clear my thoughts on what CRM is and how our program has to be broader to be impactful. Very useful few days!Baker Hughes EARC IT Strategic Planning and PMO

6 7

Platinum

www.nice.com

We Believe Every Interaction Counts

NICE Systems is the worldwide leading provider of software solutions that enable organizations to take the next best action in order to improve customer experience and business results, ensure compliance, fight financial crime, and safeguard people and assets. NICE’s solutions empower organizations to capture, analyze, and apply, in real time, insights from both structured and unstructured Big Data -- including phone calls, mobile apps, emails, chat, social media, video, and transactions. NICE solutions are used by over 25,000 organizations, including over 80 of the Fortune 100 companies.

Thank you to our Sponsors

Gartner Customer Strategies & Technologies Summit 20135 - 6 June | London, UK

Extremely well organized event with a good mix of sessions. All speakers/sessions attended have been engaging and clear.Experian CRM Consultant

Premier

Silver

Media and Association Partners