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Totango teams up with Carter Lusher, OVUM Chief Analyst, to discuss the future of CRM "The Customer Adaptive Enterprise". What should companies be doing differently to engage their customers? What issues should be incorporated into your customer-facing strategy? And what tools are out there to enable your customer engagement efforts?
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© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.1
Beyond CRM –The Customer-Adaptive Enterprise
Carter LusherResearch Fellow andChief Analyst: Enterprise Applications Ecosystem
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.2
Carter Lusher, Research Fellow &Chief Analyst for the Enterprise Applications Ecosystem
Enterprise IT manager and Gartner client
Analyst at Gartner
Charter class of Research Fellows
Twice a Gartner Analyst of the Year
Co-founder of SageCircle “analyst of the analysts”
Executive at Hewlett-Packard
Ovum
Research Fellow
Chief Analyst: Enterprise Applications Ecosystem
Executive
Contacts
650-274-8309
www.twitter.com/CarterLusher
www.linkedin.com/in/CarterLusher
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.3
Twitter Hashtags
#BeyondCRM
@Totango
@CarterLusher
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.4
Key Take Aways
Customers demand a new approach from companies
Traditional software-centric CRM has run its course
CRM needs to be recalibrated as a business strategy
“Customer Adaptive Enterprises” take a true customer-first approach
Technology is a key enabler, but not the core of CAE approach
Organizations need to stay on top of CRM trends to be agile
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.5
Are you changing as fast as the world around you?
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.6
Customers as disruptive forces
Customers upset markets with their preferences Customers impact brands with their voices
Customers force institutions to change
their service approach
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.7
Public debate colors
expectations
Disruption changes customer expectations
Apple’sSiri
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.8
“Toyota Friend” is a private social network for Toyota customers and their cars. It includes cloud-based telematics, CRM systems, pre- and after-sales dialog marketing and is built on Salesforce.com Chatter.
Innovation drives customer expectations
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.9
Consequence – traditional CRM has run its course
Traditional
Customer
Relationship
Management
XXXXXX
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.10
Conclusion – CRM has to change
CRM needs to be recalibrated
as a business strategy to
create and deliver value
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.11
Implication – CRM has to evolve
Inside Out Outside In
Squeeze costs Deliver value
Eliminate staff Empower staff
Select few Everybody
Monologue Conversation
Dumb down Innovate
Stovepipe comms Integrated cross channel
Big Data Fast data
Horizontal Industry Aware
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.12
The customer-adaptive enterprise creates sustainable competitive advantage
Tech is not at the center of the customer-adaptive enterprise
But it is a key enabler
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.13
CAE requires alignment and orchestration
LeadershipVision
&Values
People
Missioncritical coreprocesses
Adaptiveenterprise
architecture
Integratedenterprise
applications
OptimisedEcosystem
Create a customer adaptive enterpriseto maintain and increase our relevance to the customers we hope to retain, develop and gain
KPIs to trackNPS, LTV,
Innovation index
Set thecontext
core values to guidedecision making
a customerfocusedvision
optimized tocreate and deliver
customer value
support missioncritical coreprocesses
multi-channeloptimised for
customerexperience
end-to-end
empoweredwillingness to
experimentfocused onoutcomes
collaborativeoptimisedworkforce
optimisedownedseamless
enterprisenervous system
future proofand adaptive
data managedfor reliability
integrated nothard-wired
see OvumReports/
Knowledge Center
includesenterprise social &collaborative tools
includes powerfulclosed-loop
scanning capabilities
Leadership vision & values
People
Mission critical core process
Adaptive enterprise architecture
Integrated enterprise applications
Optimized ecosystem
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.14
There are organizations which display customer adaptive capabilities
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.15
Adding new capabilities while integrating existing apps
Adaptive Enterprise Architecture
ecosystem of valuecreation & delivery
providers
the orchestratedcapabilities of the
enterprise to createand deliver
customer valuedriven by insights
into the customer'scontext
ecosystem ofcustomers
Enterprise nervous system - real-time Business & Customer Intelligence analytics
Ecosystemcollaboration
tools
Enterprise social& collaboration
tools
Workforceoptimization &
deployment tools
Customer interactionmgt & decisionsupport tools
Customer/employeeFeedback Mgt tools
ERP Finance CRM Multi-channel multi-devicecommunications tools
support applications e.g. HR, FM + industry specific R&D/CAD/POS/kiosks etc
watching brief
OvumTransformational CRM focus
enterprise applications & supporting technologies & 'next' practicesexamples below
example supporting applications
IT Infrastructure - including effective use of 'big data'
E-commerce
Diagnostics &benchmarking
Trends On The Radar M&A activities Architecture& new technologies
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.16
Adding new capabilities while integrating existing apps
Adaptive Enterprise Architecture
ecosystem of valuecreation & delivery
providers
the orchestratedcapabilities of the
enterprise to createand deliver
customer valuedriven by insights
into the customer'scontext
ecosystem ofcustomers
Enterprise nervous system - real-time Business & Customer Intelligence analytics
Ecosystemcollaboration
tools
Enterprise social& collaboration
tools
Workforceoptimization &
deployment tools
Customer interactionmgt & decisionsupport tools
Customer/employeeFeedback Mgt tools
ERP Finance CRM Multi-channel multi-devicecommunications tools
support applications e.g. HR, FM + industry specific R&D/CAD/POS/kiosks etc
watching brief
OvumTransformational CRM focus
enterprise applications & supporting technologies & 'next' practicesexamples below
example supporting applications
IT Infrastructure - including effective use of 'big data'
E-commerce
Diagnostics &benchmarking
Trends On The Radar M&A activities Architecture& new technologies
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.17
“The future is already here – it is just unevenly distributed.”
William GibsonScience fiction novelist
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.18
Ovum’s 2013 CRM Trends to Watch
End of the Trend
Mobile
SaaS and Cloud
Maturing
Next generation platform
Social
New
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.19
2013 CRM Trends to Watch – Added for 2013
Customer Adaptive Enterprise
Customer Engagement
Customer Interaction Management and Decision Support
Fast, not just big, data
Gamification
Internet of Things (Customer Adaptive Enterprise context)
Palette of Interaction Possibilities (beyond keyboard and touch)
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.20
Increasingly CRM Technology Trends are Customer AND Employee Facing
Customer Interaction Management
Gamification
Palette of Interaction Possibilities
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.21
Sense and respond faster than competitors
Powerful sensing capabilities
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.22
Customer interaction management and decision support is part of the OODA loop toolbox
Ovum On the Radar: Totango
Driving customer engagement by finding the signal in the noise
Reference Code: IT015001763
Publication Date: 31 Aug 2012
Author: Carter Lusher
Situation: Software is becoming a key element of many industries that are not software vendors per se
Problem: Understanding how customer and employees are adopting and using software (SaaS, apps, enterprise applications, etc)
Solution: Instrument SaaS/apps/etc with code to track usage
Use analytics to understand fine-grain usage patterns
Identify users that require intervention
Target users with relevant messages at the right time
Payback: Measureable ROI
Increase conversion of freemium to paid customers
Drive trial users to become paid customers
Ensure usage to make certain subscription renewals
Promote behavior changes that benefit the company
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.23
Wrap Up
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.24
Key Take Aways
Customers demand a new approach from companies
Traditional software-centric CRM has run its course
CRM needs to be recalibrated as a business strategy
“Customer Adaptive Enterprises” take a true customer-first approach
Technology is a key enabler, but not the core of CAE approach
Organizations need to stay on top of CRM trends to be agile
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.25
Continue the conversation…
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.26
Background
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.27
Ovum Signature Research – On the Radar
Audience: enterprise and public sector IT and end user executives
Objective: highlight up-and-coming vendors bringing innovative ideas, products, or business models to their markets
Vendors that bear watching for their impact on markets
Offering could be suitable for certain enterprise and public sector IT organizations
Standardized format, short and to the point
Life Sciences& Healthcare
FinancialServices
Telecoms • Big data in healthcare, from genomics to RFID
• Mobilizing healthcare• Security, identity & access to healthcare• Life sciences applications migrate to the
cloud • Unlocking the potential of emerging
markets
Energy &Utilities
• Mobile applications and communications for utilities
• Smart grids and smart oilfields
• Renewable energy: planning & controlling distributed generation
• IT in the age of unconventional fuels
• Oilfield communications poised for change
Government & Public Sector
• Sourcing and managing ICT in the public sector
• The frontiers of ICT-enabled innovation in public services
• The smart city as a catalyst for transforming economies, urban environments and public services
Retail Banking• Creating the modern banking
platform• Delivering innovation in payments• Securing the retail bank • Enhancing customer experience in
the digital channel ageInsurance• Making better decisions through
analytics• Optimizing insurance core
administration• Strengthening channel
managementFinancial Markets• Managing risk and regulation after
Dodd-Frank and Basel III• Creating a multi-asset trading
platform• Buy-side technology: enabling
client growth
• Telcos connect the dots to turn data into insight
• Can IT vendors push telcos into to the cloud?
• Customer Experience Management: telcos’ new frontier
Media &Broadcast
Education
• Big data, small data, and everything in between
• Next-generation online learning & transformation
• Slaying the BYOD & the student experience dragons
• Managing the migration from linear to hybrid linear & on-demand operations
• Rights & royalties management systems• Social media exploitation strategies & tools for
media• CRM and e-commerce for broadcast• Digital Asset Management for broadcast &
publishing
Managing enterprise risk, security and compliance
Exploiting information for business insight
Succeeding in a mobile and
connected world
Modernizing ICT and
operational platforms
Transforming service
delivery
Ovum IT Research Agenda
2013
Building the customeradaptive enterprise
Promoting ICT-enabled business innovation
© Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.29
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