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Gartner Customer Strategies & Technologies Summit 201211 – 12 June | Lancaster London Hotel

London, UK

gartner.com/eu/crm

hoT ToPIcS

keynoTe SPeakeRS

Social and Mobile Strategies

customer experience Management

Marketing and Sales optimization

“Big data” and Business analytics

Intelligent Service Interactions

nigel Barlow

Change and Innovation Expert

Magnus lindqvist

Trend Spotter and Futurist

2 Gartner Customer Strategies & Technologies Summit 2012 | 11 – 12 June | London, UK

Get Smart, Think Social, Be MobileTaBle of conTenTS 2 Event Introduction

3 Why Attend

4 Tracks and Keynotes

5 Gartner Research — Meet the Analysts

6 About Gartner

7 Agenda at a Glance

8 Tracks Session Information

13 Workshops

14 Solution Showcase

15 How to Register

As the term “CRM” celebrates its 30th birthday in 2012, there is much to reflect upon but still much to be done. With organizations balancing growth and retention objectives with stringent operational efficiency goals, you need to:

•Get smarter by collecting, analyzing and acting upon the vast array of unstructured customer data now available

•Thinksocially, about how customers want to engage with each other and with your organization, enabling more open and mutually beneficial relationships

•Bemobile-orientated, so core sales, marketing and service processes can be executed on customers’ new preferred channel

The Gartner Customer Strategies & Technologies Summit will give you insight, ideas, and inspiration to address these challenges. For those new to CRM, the Summit will explore the building blocks of CRM, from developing a vision and strategy, through to organizational collaboration and customer metrics. For those who are more experienced, the Summit will have tracks dedicated to sales, marketing, customer service and customer experience, each focusing on the key CRM trends that will impact on your organization.

Designed for both business and IT CRM leaders, the Gartner Customer Strategies & Technologies Summit will help you to maximize the potential of your CRM initiatives.

We look forward to seeing you at the Summit!

Shane O’RourkeProgram Director, Gartner

Jim DaviesConference Chair, Gartner

Formerly the Gartner customer Relationship Management Summit

3Visit gartner.com/eu/crm or call +44 20 8879 2430 for agenda updates and to register

Get Smart, Think Social, Be Mobile Who Should aTTend?

Why attend•Develop a foundation for building successful CRM projects — and a

successful CRM career — using Gartner’s Eight Building Blocks of CRM

•Learn what it takes to build a customer-centric strategy that drives growth and positive customer experiences for your organization

•Understand how to leverage change management to maximize the positive impact of customer facing technologies

•Examine the opportunities afforded by social CRM and learn how to realizeyourorganization’ssocialCRMpotential

• Identify how to deliverarewardingmobileexperiencefor relevant customer processes

•Make sense out of the vast amounts of unstructured data within your organization and turn it into real value

•Learn how an integratedmarketingstrategycandrivegrowthwhile at the same time improving accountability

• Increase sales effectiveness through an enhanced sales vision and technology infrastructure

•Deliver an optimized multi channel customer service experience though a combination of automated and human interactions

•Gain a more complete understanding of the trends, technologies and solution providers reshaping CRM today and assess which are best suited to your needs

•Examine how to apply analyticsto customer processes, spanning sales,marketingandcustomerservice

•How to optimizethewebfor sales, marketing and customer self-service

With tracks focusing on Sales, Marketing, Customer Service and Customer Experience, the Summit is designed for all business and IT professionals who are involved in customer focused initiatives:

•Chief Customer Officers

•CIOs, Technology strategists, IT managers

•Heads of Customer Experience

•Heads of Customer Strategy

•Heads of Customer Intelligence

•VPs of Sales, Sales Managers

•Chief Marketing Officers, VPs of Marketing, Marketing Managers

•VPs of Customer Service

•Customer Service Managers

•Contact Center Managers

•CRM project managers

•Business analysts


TRackS and keynoTeS

Tracks

1 CRM FoundationsThe rapid evolution of the CRM market and approaches to customer relationships means that the existing “building blocks” of CRM need to be revisited. Suitable for those new to CRM, or delegates revisiting their CRM strategies, this track provides guidance on all aspects of embracing a CRM project, from strategy to metrics and technology to processes.

2 SalesTechnology innovation and rapid consumer adoption of social, mobile, and cloud applications are revolutionizing the sales process and driving a rapid technology refresh. In the current economic environment, the ability to measure and improve sales performance using analytics, elevating knowledge and embracing these key trends will be essential for effective selling. This track will help you to create the sales vision and technology infrastructure required to achieve and exceed sales objectives.

3 MarketingBusiness alignment and technology integration dominates future marketing strategy. New digital channels, such as social and mobile, need to be tightly integrated as part of a true multichannel campaign approach. Marketers must manage multiple resources to prove that all marketing efforts will lead to business performance. Tighter alignment with both sales and customer service is needed at both an executive and technology/process level. This track will help you to determine the right channels, resources and analytics for marketing in 2012 and beyond.

4 Customer ServiceThe goal of customer service is in transition, driven by the splintering of communication channels and the rise of social media, mobile devices, and video based support. The delivery of a consistently satisfying customer experience across multiple channels -some automated and some human-assisted is both a core requirement and a major challenge. Whilst traditional expectations need to be maintained, assisting with sales and marketing execution will transform customer service into a strategic department. This track will help you evolve your support organization into a differentiated next generation business asset.

5 Customer ExperienceThe role of head, VP or director of customer experience continues to increase in popularity as organizations strive to differentiate themselves with superior levels of satisfaction, loyalty, advocacy and brand value. Because it is difficult to achieve an elevated and consistent experience across all communication channels, the competitive differentiation is hard to replicate and sustain. Listening and acting upon the voice of the customer is often the starting point and key for ongoing success. This track will help you plan, deliver and manage a customer experience worthy of tweeting about.

V Virtual TracksThis year’s Summit tackles the major topics that are “top of your mind” for CRM professionals. Each of the above tracks will address the same broad topic areas (Mobile, Social, Web, Analytics, Operations, the vendor landscape/market trends), allowing delegates to either follow a role-based or topic-based agenda through the course of the event. In addition, each track will also include a case study and two short “To the Point” sessions.

GartnerKeynote:BuildingEmotionalResonancewithCustomers—“Feelor Die!”

Economic conditions are tough, uncertainty rules and trust is in short supply — customers and prospects are

more cautious than ever. “Understand me!” “Give me confidence!” “Why should I take a chance?” Reasonable questions for unreasonable times! Marketing professionals may talk of “markets” but in a tight spot, self-preservation kicks in and people think first of themselves. How can technology help you get “up close and personal” with prospects and get under the skin of customers to build emotional resonance that transcends all other factors? However uncomfortable it feels, it’s time to get all emotional and face 2012 behind the battle cry “Feel or Die!”

Steve Prentice, VP & Gartner Research Fellow

GuestKeynote:RethinkingTheCustomer’sExperience—WhatitTakestoCreateaLegend

Delivering a superior customer experience is a combination of soft and hard elements, of offering both technical

and personal solutions that create an emotional connection with your company or brand. Above all, it means thinking beyond the notion of mere customer satisfaction and aiming for a legend: a story that everyone in the marketplace knows and shares. This presentation explores the mindset, innovation, and passion necessary to really differentiate yourself in your customer’s eyes.

Nigel Barlow, Change and Innovation Expert

GuestKeynote:TheAttackofTheUnexpected—TheFutureofCustomers,RelationshipsandManagement

When politicians talk about the future, they talk about slow, linear change — ageing populations, for example. The

reality is often shaped by exponential trends, unexpected discoveries and chance meetings leading to ground-breaking innovations. What are the new customer needs and consumer behaviour that might emerge from the cauldron of the unexpected? What might business and societies be like in the near and distant future? How are we to manage and lead when the future is foggy?

Magnus Lindqvist, Trendspotter and Futurologist

keynotes

Workshops — cRM in PracticeBusiness and IT professionals increasingly need to benchmark themselves against best practices and discuss the practical aspects of CRM. In this track, you will contribute to a series of highly practical and interactive “how to” workshops that will enable you to share best practices and network with your peers — with the guidance of Gartner analysts.


GaRTneR ReSeaRch

Meet the analystsGartner has 1200analystsandconsultantswhodeliverindependentthinking,actionableguidanceanddataanalysistomorethan60,000clients in 10,000 distinct organizations worldwide. A key benefit of attending the Summit is the opportunity to hear advice and insight directly from Gartner Analysts during sessions and interact and ask questions during workshops and roundtables. In addition, Gartner Analyst one-on-one meetings offer attendees a private 30 minute discussion with an analyst where you can set the agenda to receive tailor made advice.

Worldwide expertise at your fingertips — your questions on customer strategies and technologies answered by our experts.

Kim CollinsResearch VP, CRM

Gene AlvarezResearch VP

Jim DaviesResearch Director

Focus Areas: Integrated Marketing Management; Marketing Resource Management; Marketing Performance Management

Focus Areas: E-commerce; Social Commerce; Mobile Commerce; CRM Strategy and Vision; Configure, Price and Quote (CPQ)

Focus Areas: Voice of the Customer; Enterprise Feedback Management; Contact Center Workforce Optimization; Customer Experience Management; Customer Service Contact Center

MichaelMaozVP, Distinguished Analyst

Focus Areas: Customer Service Strategies; Customer Service CRM Multi-Channel Applications; SaaS/On Demand CRM Applications; Social Networking; CRM Strategies; eCustomer and Mobile CRM

Scott NelsonManaging VP

Focus Areas: CRM Strategy; CRM Visioning; Social Media Strategy and CRM; CRM and Broader Application Strategy

Gene PhiferVP, Distinguished Analyst

Focus Areas: Customer Centric Web Strategies; Web Architectures/Management; Intranets; Extranets; E-business Infrastructures; Portals and Web Services Workplace; SOA, Cloud Computing and Web 2.0

AlexanderDrobikManaging VP

Focus Areas: Evolution of Business Applications; E-Business and E-Commerce Trends; Emerging Business Models

ChristopherFletcherResearch Director

Gareth HerschelResearch Director

Focus Areas: CRM; E-Commerce; Lead Management; Partner Relationship Management; Price Optimization

Focus Areas: Customer Segmentation; Predictive Analytics; Text Mining; Real-Time Recommendations; 360 Degree View of Customer; CRM Metrics & Performance Management; Customer Profitability Analysis

NickJonesVP, Distinguished Analyst

Focus Areas: Mobile/wireless Technology; Platform and Device Trends; Mobile Application Development; Mobile Strategy (both employee-facing and consumer-facing)

JeffMannResearch VP

Focus Areas: Social Software; Collaboration; Social Media Strategies and Policies

JohanJacobsResearch Director

Focus Areas: Web Self Service; Web Customer Service; Collaborative Browsing; eMail Response Management; Virtual Assistants; Knowledge Base for Self Service; WCS/eService Vendors; Multi-Channel Contact Center; Customer Interaction Hub

Steve PrenticeVP & Gartner Research Fellow

JohnRadcliffeResearch VP

Adam SarnerResearch Director

Focus Areas: Emerging Trends and Technologies — Future of the Internet; Digital Business Models and Strategy; Relationship between Technology, Business and Society; Human Computer Interactions; Innovation

Focus Areas: Single View of Customer; Customer Data Integration; Master Data Management; Data Quality; Big Data

Focus Areas: Marketing Automation: Includes Multi-Channel Campaign Management, Marketing Resource Management, Enterprise Marketing Management, Loyalty Management, Lead Management, E-Marketing, and Social CRM/Online Relationships

Praveen Sengar Principal Research Analyst

PatrickStakenasResearch Director

EdThompsonVP, Distinguished Analyst

Focus Areas: Configure Price and Quote; E-commerce B2B and B2C; Mobile and Social Commerce; E-commerce on Cloud; CRM Deployment in Asia Pacific

Focus Areas: Sales Performance Management; Incentive Compensation; Sales Process; Sales Analytics; Sales Effectiveness; Mobile Sales

Focus Areas: Customer Experience; Management; CRM Strategy and Implementation; CRM Deployments in Europe; CRM Vendors; Feedback Management


aBouT GaRTneR

GaRTneR SuMMIT excluSIveS

Gartneristheworld’sleadinginformationtechnologyresearchandadvisorycompany.We deliver the technology-related insight and intelligence necessary to make the right decisions, every day — from vendor selection and cost-of-ownership to forecasts on market demand and future predictions. Our rigorous and unbiased analysis is based on proven methodologies that push through market hype to get to the facts. We publish tens of thousands of pages of original research annually.

Ourpivotaladvantage:1200analystsandconsultantswhodeliverindependentthinking,actionableguidanceanddataanalysistomorethan60,000clientsin10,000distinctorganizationsworldwide.(In fact, our analysts answer 250,000 client inquiries every year.) Experts in their chosen field, they are constantly focused on what will make the difference between success and failure in our clients’ businesses.

GartnerSummitsdeliverawealthofnewideas,practicalandrelevantadviceunavailableanywhereelse,andtheconfidencetomakebetterdecisionsaboutyourstrategyandprojectsgoingforward.

• Targeted events that let you interpret the business of IT within the context of your role

• Unbiased, fact-based focus that’s strictly vendor neutral

• High-impact, comprehensive content combining the forward-looking with the hands-on

• Opportunity to access the industry knowledge and topical expertise of Gartner analysts

• Immersive learning experience in a variety of formats

• The latest evaluation of technologies and providers

Discovernewthinking,notfoundanywhereelse.

Gartner Events deliver more than your average industry event. Meeting face-to-face with a Gartner analyst is one of the key benefits of attending a Gartner Summit. Personalize your 30 minute private appointment to discuss your specific issue and walk away with invaluable, tailor made advice that you can apply to your role and your organization for immediate results.

GaRTneR analyST one-on-one MeeTInGS

agenda GuidanceTo help you navigate the Summit agenda, we’ve identified track sessions that match your experience level and information needs. Specific categories include:

Business:Sessions geared toward business leaders or IT professionals who need to understand the challenges and opportunities from a business, organizational or cultural perspective.

IT:Sessions that address technical concepts, details and analysis.

end-uSeR caSe STudy SeSSIonSHear real hands-on “this is how we made it happen” insight, from international organizations whose senior executives are working on the best and most successful customer initiatives in Europe. The latest case study information will be added to the agenda as it is confirmed at gartner.com/eu/crm

TheGartnerand1to1Media CRMExcellenceAwards2012Are 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 attempt to win a highly coveted Gartner and 1to1 Media CRM Excellence Award? If so, then now is the time to act!

Awards will be presented in 6 Categories:

•CustomerExperienceExcellence •CustomerServiceOptimization

• IntegratedMarketingPerformance •SalesEffectiveness

•SocialEngagement •CustomerAnalytics

See gartner.com/eu/crm for the submission procedure and associated information.

Thefinaldateofentryis9March2012.


aGenda aT a GlanceSunday 10 June

18:00 – 19:30 Registration

Monday 11 June07:30 – 20:00 Registration, Information and Refreshments

08:00 – 08:45 Tutorial: Getting Gartner Tutorial: Sponsor Snapshot

09:00 – 09:05 Summit Chair Welcome Jim Davies

09:05 – 10:00 Gartner Keynote: Building Emotional Resonance with Customers — “Feel or Die!” Steve Prentice

10:00 – 10:30 Refreshment Break in the Solution Showcase

10:30 – 11:00 Panel Discussion

11:00 – 11:10 Presentation of the Gartner & 1to1 Media CRM Excellence Awards

11:10 – 12:00 Guest Keynote: Rethinking The Customer’s Experience — What it Takes to Create a Legend Nigel Barlow

12:00 – 13:15 Lunch in the Solution Showcase

Track1:CRMFoundations

Track2:Sales Track3:Marketing Track4:CustomerService

Track5:CustomerExperience

Workshops

13:15 – 14:15 Vision and Strategy: Moving From Mission Statement to Customer Centric OrganizationScott Nelson

Mobile Sales: Generating Revenue on the GoGene Alvarez

Social Marketing Means BusinessAdam Sarner

The Future of Web Customer Service Johan Jacobs

The Customer Experience ScenarioEd Thompson

13:15 – 15:00Mastering Your Customer Data and Creating a Single Source of Truth Moderator: John Radcliffe

14:30 – 15:00 Solution Provider Session Solution Provider Session Solution Provider Session Solution Provider Session Solution Provider Session


15:30 – 16:30 The Top Five Technology Trends Disrupting CRMAlexander Drobik

Sales Performance Management — The Truth Behind Sales Analytics and Performance ManagementPatrick Stakenas

Mobile Marketing: It’s an App, App, App WorldAdam Sarner

#helpme — Providing Customer Support through Social MediaJeff Mann

The Future Web: Widgets, HTML5, Tablets and Social (Among Other Things) Gene Phifer

15:30 – 17:15How to Make Money from Mobile and Social CommercePraveen Sengar

16:45 – 17:15 To the Point: 'Big Data' Meets CRMJohn Radcliffe

To the Point: Building an E-Commerce Architecture for Digital ProductsChris Fletcher

To the Point: Debunking Marketing Myths and Driving CMO Success in 2012 and BeyondKim Collins

To the Point: Getting Rid of the Customer Service Agent Through Virtual AssistantsJohan Jacobs

To the Point: How to Initiate Surveys That Customers Actually Respond ToJim Davies

17:30 – 18:00 To the Point: How to Create Mobile Apps Your Customers Will Love (or Hate)Nick Jones

To the Point: Sales Training — Coaching Next-Gen Salespeople to New Heights of SuccessPatrick Stakenas

To the Point: How Marketing and Customer Service Will Become BFFsMichael Maoz

To the Point: Why CRM and WFO are a Match Made in HeavenJim Davies

To the Point: The User Experience Platform: How to Create Your Future Websites and PortalsGene Phifer

18:00 – 20:00 Networking Reception in the Soution Showcase

Tuesday 12 June

08:00 – 16:15 Registration, Information and Refreshments

08:00 – 09:00 The Future of Customer Analytics is Already HereGareth Herschel

Best Practices in Configure Price and Quote (CPQ) Praveen Sengar

Managing and Optimizing Marketing PerformanceKim Collins

Exploiting Mobile for Excellent Customer ServiceJohan Jacobs

Everlasting Love — How Social Media has Transformed the Customer ExperienceJeff Mann

08:30 – 10:15How to Develop a Successful Social CRM StrategyAdam Sarner

09:15 – 10:15 End-User Case Study End-User Case Study End-User Case Study End-User Case Study End-User Case Study


10:45 – 11:45 Building the Single View of the Customer in an Increasingly Complex WorldJohn Radcliffe

E-commerce: Navigating to Success in a Sea of ChangeGene Alvarez

Driving New Innovation While Integrating MarketingKim Collins

Customer Service Analytics: Adding Intelligence to the Service ExperienceGareth Herschel

Mobile Customers: New Devices, New Interactions, New OpportunitiesNick Jones

11:00 – 12:45Making and Keeping Promises to CustomersEd Thompson

12:00 – 12:30 Solution Provider Session Solution Provider Session Solution Provider Session Solution Provider Session Solution Provider Session

12:30 – 13:30 Lunch in the Solution Showcase

13:30 – 14:30 Organizational Collaboration: More Than Breaking Down the SilosScott Nelson

You’ve Got a Friend in Sales Gene Alvarez

Digital Marketing: A New Hope Adam Sarner

Why Customer Contact Through the Contact Center Will Remain the Cornerstone of Your Business Michael Maoz

Listen to the Voice of the Customer, Even When They are not Talking to You Jim Davies

13:30 – 15:15Is Your Organization ready for Web Customer Service?Moderator: Johan Jacobs14:45 – 15:15 To the Point: Customer

KPIs and Metrics that Focus on Business OutcomesGareth Herschel

To the Point: What you Need to Know from Gartner’s Sales Vendor ResearchChris Fletcher

To the Point: Demystifying the Marketing Vendor Landscape through 2015Kim Collins

To the Point: Turbulence Ahead as the Customer Service Vendor Landscape is RevolutionizedMichael Maoz

To the Point: Putting Plans for Customer Experience Into PracticeEd Thompson


15:45 – 16:30 Closing Guest Keynote: The Attack of The Unexpected — The Future of Customers, Relationships and Management Magnus Lindqvist

16:30 – 16:45 Closing Remarks Jim Davies


TRack 1

CRM FoundationsVisionandStrategy:MovingFromMissionStatementtoCustomerCentric OrganizationCRM is not just installing software. It requires more than a mission statement that says your firm is customer centric. It is understanding how all the pieces need to come together to shift from being product centric to customer centric. We look at the best practices of firms that have made this transition by having a CRM vision and strategy.•What are CRM vision and strategy, and

why are they important?•How does a vision and strategy relate to

the eight building blocks of CRM?•What are the best practices of

successful CRM practitioners?

Scott Nelson

TheTopFiveTechnologyTrendsDisruptingCRMCustomer initiatives are developing at an increasing pace. This is driven by new technologies that are changing the market as well as CRM applications, platforms and architectures. This session details how Social, Mobile, Analytics, Cloud and SOA are changing the CRM landscape. •Which business trends will dominate the

CRM application environment to 2015?•How will CRM enabling technology

evolve to embrace these trends? •How will the CRM application vendor

landscape evolve ?

Alexander Drobik

TothePoint:‘BigData’MeetsCRMOne of the latest buzzwords is “big data”. It offers the potential for managing and analyzing very large amounts of data in new ways, unlocking new opportunities. This session introduces “big data” and extreme information management concepts and discusses how you could leverage “big data” in the context of your CRM program.•What is “big data” and extreme

information management?•How are organizations leveraging “big

data” today?

•How could your organization leverage “big data” in the context of your CRM program?

John Radcliffe

TothePoint:HowtoCreateMobileAppsYourCustomersWillLove(orHate)This session examines why customers rate mobile applications well or badly and how to create mobile apps that will not only support your business and differentiate your brand or products, but will delight your customers.•What do consumers like and dislike

about mobile apps?•How should organisations design and

deliver mobile applications to maximise customer success?

Nick Jones

TheFutureofCustomerAnalyticsisAlreadyHereUnderstanding their customers is a requirement for any organization but the complexity of today’s business environment requires more advanced analytic techniques than ever before. This session will outline current best practices and emerging areas of opportunity for analytic differentiation. •What role does analytics play in the

modern customer experience?•Which types of analysis offer the

greatest potential for business improvement?

•How will organizations create a customer analytics strategy?

Gareth Herschel

BuildingtheSingleViewoftheCustomerinanIncreasinglyComplexWorldEveryone talks about the single view of the customer, but the internal organizational reality is multiple, inconsistent silos and now we want to leverage external social networks and “big data”. Master data management (MDM) can help organizations overcome these challenges and enable their customer strategies.

•What are the best practices for mastering customer data across the enterprise?

•What are the new “”single view of the customer”” challenges and opportunities?

•How will the MDM of customer data market evolve, and which vendors will win?

John Radcliffe

OrganizationalCollaboration: MoreThanBreakingDowntheSilosOrganizations struggle with customer centricity whilst being structured as a product centric firm. The result is a less then successful experience with CRM. In this session we look at the organizational and governance issues that leading organizations are dealing with, that help ensure customer centricity and CRM success. •What is the role of organization and

governance with regard to becoming customer centric?

•What are the biggest hindrances to enabling organizational collaboration?

•How do firms change their culture to encourage collaboration?

Scott Nelson

TothePoint:Customer KPIs and MetricsthatFocusonBusinessOutcomesMost organizations estimate costs and benefits for potential investments, but place less emphasis on their subsequent delivery. Planners must clarify the anticipated benefits using agreed metrics and KPIs that directly tie back to the business case and strategic customer goals. •Why are benefit identification, tracking

and communications important activities?

•What are best practices for articulating the benefits underlying the business case?

•What are best practices for monitoring business benefits delivery and stakeholder communications?

Gareth Herschel


TRack 2

Business IT

Sales MobileSales:GeneratingRevenueonthe GoMobile devices are everywhere and customers and salespeople are pulling organizations forward to support their mobility needs. Simultaneously, their expectations for a great “in context” mobile customer experience are being driven by an increasing number of mobile applications and improvements in mobile Web access.•How is the mobile customer experience

changing for tomorrow? •How can context-aware computing be

used to increase sales and customer satisfaction?

•What are the dos and don’ts of context-enriched mobile applications?

Gene Alvarez

SalesPerformanceManagement—TheTruthBehindSalesAnalyticsandPerformanceManagementEnterprise sales organizations are often blinded by the latest and greatest technology. The truth is that sales analytics and SPM will provide optimal insight and agility in optimizing sales resources, and create a self-reinforcing source of strength for the sales organization.•What are the most valuable elements of

sales analytics and SPM?•What will prove the best approach for

deploying SPM solutions to sales? •How will the vendor landscapes for sales

analysis and SPM evolve?

Patrick Stakenas

TothePoint:BuildinganE-CommerceArchitecture for Digital Products The growth of digital e-commerce represents both opportunity and challenge for software companies, publishers, and media companies. In this session we explore how mobile devices, tablets, the Cloud, and big data can come together to accelerate the growth of the digital e-commerce market. •How do you establish a branded digital

e-commerce presence?

•How can social and mobile trends impact e-commerce?

• Is there an optimal technology and architecture model to follow when creating a digital e-commerce presence?

Chris Fletcher

TothePoint:SalesTraining—CoachingNext-GenSalespeopletoNew Heights of Success Coaching is one of the most critical aspects of front line sales management, but it is often the least understood. Gartner research suggests that sales coaching can increase sales productivity dramatically. Attend this session to understand how. •What should be coached on for the

greatest impact to sales?•How are organizations using coaching to

drive higher sales productivity?•How to know if coaching is making a

difference

Patrick Stakenas

E-commerce:NavigatingtoSuccessina Sea of ChangeOrganizations are seeking new ways to engage customers, drive new sales and increase customer satisfaction by providing a useful and engaging customer experience via digital channels. But they also face multiple challenges ranging from vendor mergers and acquisitions, new geographies, technologies, and more.•What key market trends are driving

e-commerce today and into tomorrow?•What is the future of the e-commerce

digital customer experience?•What are some of the key investment

challenges for the future?

Gene Alvarez

BestPracticesinConfigurePriceandQuote(CPQ)Decreasing sales cycle times, administrative overhead, and process errors are the leading near-term objectives for CPQ, but enterprise leaders are

increasingly exploring integrated CPQ applications to improve sales channels effectiveness and efficiency. Learn about best practices in CPQ and identify the major obstacles to success. •What is CPQ and why does it matter? •What is the current state of the CPQ

market and evolving best practices? •What key technologies will drive

innovation and market expansion?

Praveen Sengar

You’veGotaFriendinSalesOnline social networks’ populations continue to grow and organizations are tapping into them for sales. However, this is neither easy nor straightforward and organizations require an action plan to be successful. •How are organizations using social

networks to reach customers?•Can social networks be used to drive

sales?•How do social and mobile work together

to help the customer?

Gene Alvarez

TothePoint:WhatyouNeedtoKnowfromGartner’sSalesVendorResearchCustomer acquisition and retention is a top priority for sales executives, but which technologies should you invest in? This session will discuss the main vendors and highlight key findings from the Magic Quadrants for SFA, E-Commerce, and Lead Management, and from the MarketScopes for Price Optimization and CPQ.•How can sales, marketing, and senior

management align lead management processes and technology to maximize revenue?

•What does “state of the art” sales technology look like in 2012?

•What sales metrics are needed to manage to success?

Chris Fletcher


TRack 3

MarketingSocialMarketingMeansBusinessSocial CRM is a business strategy that generates opportunities for marketing, customer service and sales while also benefiting digital customers and communities. To be successful, companies must apply this mutual purpose throughout their Social CRM strategy. This presentation focuses on the drivers, technology and the multiple use cases for social CRM.•What is Social CRM and what are

the drivers for the customer and for marketers?

•What are the developing use cases for Social CRM?

•How will the vendors evolve to support Social CRM?

Adam Sarner

MobileMarketing:It’sanApp,App,AppWorldDevice adoption is exploding and marketers have increased opportunities to meaningfully engage with customers. Marketers will need the specific context of mobile devices to craft creative and engaging digital-marketing-type interactions. This presentation will focus on best practices and emerging applications marketers can use for developing a mobile strategy. •Why should marketers focus on a mobile

marketing strategy? •What are the best practices for mobile

marketing? •What does the vendor landscape look

like for mobile marketing?

Adam Sarner

TothePoint:DebunkingMarketingMythsandDrivingCMOSuccessin2012andBeyondCMOs and marketers often find themselves stuck in tradition and paying homage to conventional wisdom. Here we challenge marketing leaders to think out of the box, question marketing tradition and explore new ideas.•What are the most common marketing

myths and how do we turn them into realities in 2012?

•What are the top marketing processes for CMOs and marketing leaders to consider in 2012?

Kim Collins

TothePoint:HowMarketingandCustomerServiceWillBecomeBFFsThis presentation looks at the many ways that corporate marketing can, and will, leverage customer support interactions to gain insight, generate brand awareness and increase loyalty.•What trends are forcing alignment

between the marketing and customer service functions?

•How can marketing help customer service achieve its objectives (and vice versa)?

•Which processes, technologies and measurements need to be changed to achieve success?

Michael Maoz

MeasuringandOptimizingMarketingPerformanceToday’s CMOs must improve marketing accountability, measure marketing performance and optimize the marketing mix. Yet, many lack the fundamental capabilities to do so. This presentation describes the key elements and provides guidelines to develop a successful marketing performance management strategy.•What are the key elements of a

marketing performance management strategy?

•How do you evolve towards a marketing performance management culture and calculate ROMI?

•What technologies, services and vendors support marketing performance management?

Kim Collins

DrivingNewInnovationWhileIntegratingMarketingCMOs today must drive growth while at the same time improving accountability. CMOs will need to innovate new strategies and leverage emerging technologies

while integrating people, processes and technologies. This presentation details how CMOs can work with IT to successfully balance new innovation with integration.•What challenges do CMOs and

marketing organizations face today? •How do I apply a pace layered approach

to managing my marketing applications portfolio?

•How do I select technologies and vendors for integrated marketing management?

Kim Collins

DigitalMarketing:ANewHopeMarketers are shifting traditional marketing strategies around campaigns and moving toward digital marketing, a two-way approach that acts as a decision tool involving and anticipating customers’ wants and needs. This presentation focuses on a digital approach using campaign management to orchestrate the complexity of customer interactions.•What are the drivers fuelling campaign

management? •How will a Digital Marketing reinforce

campaign management?•How will vendors evolve to support

online/offline campaign management orchestration?

Adam Sarner

TothePoint:DemystifyingtheMarketingVendor Landscape through 2015This presentation will showcase the campaign management, marketing resource management (MRM) and integrated marketing management (IMM) Magic Quadrants. We will define the market and describe inclusion and evaluation criteria for each Magic Quadrant. Each marketing Magic Quadrant will be presented along with the vendors for each.•How does Gartner define the marketing

application landscape?•How do you evaluate the multi-channel

campaign management market?•How do you evaluate the MRM market?•How do you evaluate the IMM market?

Kim Collins


TRack 4

Customer ServiceTheFutureofWebCustomerServiceWeb Customer Service (WCS) enables organizations to move interactions to more cost effective channels and gain efficiencies through a reduced workload. This presentation explores how to use WCS and prepare for the next wave of mobile and video customer service, all the while maintaining a good digital relationship.•What web customer service is possible

today?•How can the digital customer

relationship be maintained and grown?•Where are web customer services

heading in the future?

Johan Jacobs

#helpme—ProvidingCustomerSupportthroughSocialMediaWith over 70% of Europeans using social networks your customers will soon expect and even demand to receive support through these channels. Engaging with customers on popular social media sites like Facebook and Twitter, as well as providing communities so they can support themselves will help drive loyalty, satisfaction and service performance. •Where are customers asking for support

on social media?•Why would an organization want to

extend support to cover social media? •How to detect and resolve support

issues through these channels?

Jeff Mann

TothePoint:GettingRidoftheCustomer Service Agent Through Virtual AssistantsThe Virtual Assistant does not take lunch breaks, never gets sick, doesn’t belong to any unions, is trained in an instant and is busy taking over from human customer service representatives all over the world. Working 24x7 at a very low cost, it is becoming the new face in customer service. •What are the business benefits of using

Virtual Assistants for customer service?•Where can and has the Virtual Assistant

replaced the human agent in customer service?

Johan Jacobs

TothePoint:WhyCRMandWFOareaMatchMadeinHeavenCRM and workforce optimization (WFO) have traditionally been provided by separate vendors creating pockets of siloed technology within the customer service contact centre. However, there is a strong business case for alignment and the boundaries are already beginning to blur.•What is contact centre workforce

optimization and how does it provide business value over its siloed counterparts?

•Why should CRM vendors provide this functionality and what is the likelihood of this happening?

Jim Davies

ExploitingMobileforExcellentCustomer ServiceUsing mobile as an additional channel for customer service can improve customer reach, resulting in potential competitive advantage and improved customer satisfaction. Be aware, however, that mobile customer service does not mean just a cordless browser. •What are the components of a mobile

customer service strategy?•What will be the key mobile and wireless

technology and market trends through 2015?

•How will corporations use mobile services to support customers?

Johan Jacobs

CustomerServiceAnalytics:AddingIntelligencetotheServiceExperienceAnalysis has traditionally been done “”on”” rather than “”for”” customer service. As service assumes an ever-increasing role in the customer experience of the enterprise’s value proposition, the idea that analysis is an optional bolt-on to service implementations is unsustainable. •What are performance management

best practices for customer service?•What value can customer service

analytics deliver to the organization?

•How should enterprises prioritize investments and which vendors should organizations consider for a service analytics initiative?

Gareth Herschel

WhyCustomerContactThroughtheContactCenterWillRemaintheCornerstoneofYourBusinessHumans are better than machines at solving complex problems, guaranteeing a role for the Customer Service Contact Center. In this session we highlight the processes and technologies that will drive next-generation customer service, including the addition of Social communities. •Why will the human element gain

importance in customer service and support?

•How will customer service organizations meet the demands of the social and mobile customer while controlling costs and measuring benefit?

•Which technologies will drive best-in-class customer service?

Michael Maoz

TothePoint:TurbulenceAheadastheCustomer Service Vendor Landscape isRevolutionized.The nature of customer engagement and the transition to Cloud Computing and mobile technology are sending shock waves through the world of vendors focused on CRM and Customer Interaction. We look at the existing vendor markets, and how they will change fundamentally over the next five years. •How will the current markets for

Customer Service and Social CRM collide?

•What future is there for Web Customer Service as acquisitions accelerate?

•Why will stand-alone WFO and Contact Center Infrastructure vendors disappear?

Michael Maoz

Business IT


TRack 5

Business IT

Customer ExperienceTheCustomerExperienceScenarioThe customer experience is one of the few differentiators that are still hard to imitate. Increasing numbers of executives see it as a critical competitive battleground. Meanwhile, customers have more choice and power than ever before. This presentation examines the theory, importance and future of customer experience management, while outlining the many possible project types. •What defines a customer experience,

and its management? •Which projects deliver the most positive

customer experiences? •How will CEM evolve through 2020?

Ed Thompson

TheFutureWeb:Widgets,HTML5,TabletsandSocial(AmongOtherThings) Web 2.0 is just a stop along the road, with semantic Web, HTML5 and Cloud Computing driving a new era of Web innovation. Is your enterprise prepared for this future and what impact will it have on the user experience? •What are key trends in the Web? •What does the future Web hold in store? •How can your enterprise prepare for the

future Web?

Gene Phifer

TothePoint:HowtoInitiateSurveysThatCustomersActuallyRespondToVery few organizations apply best practice to survey management. As a result response rates are low and the data untrustworthy. This session will reveal various common sense ideas that will help organizations create, deliver, analyze and subsequently act upon the data they gather from successful customer surveys. •What is wrong with organizational

customer surveying in 2012?•What can be done to improve this

moving forward?

Jim Davies

TothePoint:TheUserExperiencePlatform:HowtoCreateYourFutureWebsitesandPortalsThe user experience platform (UXP) will allow enterprise developers and end users to create cross-platform user interfaces via a single set of integrated technologies, tying together currently disparate tools for creating websites, portals, mashups, rich Internet applications and mobile.•What is driving the UXP?•What are the components of a UXP, and

which vendors are headed down the UXP path?

•How will enterprises adopt the UXP, and how will the UXP evolve?

Gene Phifer

EverlastingLove—HowSocialMediahasTransformedtheCustomerExperienceRelationships with customers and their relationships with each other have evolved with the increased popularity of social media. This session reviews how to use social media channels to improve the customer experience.•What aspects of the customer experience

are affected by social media channels? •What are some ways to use social

media to maximize the customer experience?

•How do we measure the impact our efforts have had on the customer experience?

Jeff Mann

MobileCustomers:NewDevices,NewInteractions, New Opportunities This session explores the new business opportunities that will emerge as today’s mobile apps and websites evolve into advanced contextual interactions. It will examine how the customer experience is impacted by multiple devices, new visualizations such as augmented reality, and new technologies such as near field communication and indoor locations. •Which mobile technology and market

trends will impact customer relationships and customer-facing?

•How will corporations make the most effective use of mobility to interact with customers?

Nick Jones

Listen to the Voice of the Customer, EvenWhenTheyarenotTalkingtoYouThe customer voice takes many forms, from the completion of a formal corporate survey to a throw-away comment on Facebook. Each has merit. The ability to collect, analyze and act upon these diverse feedback channels in a holistic way is a key challenge for organizations that are aiming to improve the customer experience. •How can organizations best leverage the

direct customer voice? •What is the indirect customer voice, and

how can organizations use it to their benefit?

•Why should organizations align the direct, indirect and inferred customer voices?

Jim Davies

TothePoint:Putting Plans for CustomerExperienceIntoPracticeThere is a wide gap between wanting to provide a better customer experience and making it happen. A myriad of vendors provide technology can positively impact the customer experience, but knowing where to start is a key challenge. This session examines the creation of a strategy and highlights relevant technologies and service providers to consider. •How is a strategy created to start to

improve the customer experience? •Who leads and who is involved to

improve the customer experience? •Which technologies and vendors

are best for customer experience management?

Ed Thompson


WoRkShoPS — cRM In PRacTIceWorkshops provide you with a forum to listen to subject-matter experts, interact with fellow delegates and work together to develop best practices that can be put to practical use after the Summit.

LimitedAvailability—BookEarlyPlease note that workshops are restricted to a limited number of participants and are available to end users only. Attendees will be accepted on a fi rst-come, fi rst-served basis. Reservations can be made through the online Agenda Builder tool.

MasteringYourCustomerDataandCreatingaSingleSource of TruthThis workshop focuses on how to create a single source of truth for customer data within the organization, using master data management (MDM) disciplines and technologies. This “single view of the customer” will enable more joined-up business processes, better customer experiences and better customer analytics.

Moderator: John Radcliffe

HowtoMakeMoneyfromMobileandSocialCommerceAs organizations implement customer-facing social and mobile channels, there are ever increasing expectations from senior management to translate social and mobile engagement into revenue. This workshop will look at social and mobile best practices being leveraged that impact top line revenue. •Whatarethekeyelementsofaprofitablesocialandmobile

strategy? •Howdoyoumakesocialandmobilechannelsanintegralpartof

your CRM technology?•Howdoyouovercomethebiggestchallengesinmobileand

social commerce?Praveen Sengar

HowtoDevelopaSuccessfulSocialCRMStrategyNew opportunity exists but strategy is still forming around how to approach, engage and create measurable business value from social media. Join other attendees in this interactive workshop session to share experiences, insights, and best practices on executing against a social CRM strategy.Adam Sarner

MakingandKeepingPromisestoCustomersThis workshop will, through peer collaboration, focus on discovering best practices in improving the customer experience. It will examine as many different ways possible to make promises to customers and then keep them and focus on what works best in specifi c industries. Participants will need to be prepared to contribute and work with other attendees.Ed Thompson

IsYourOrganizationreadyforWebCustomerService?When Web Customer Service (WCS) channels are deployed there is always the question — “will our customers adopt it?”. In this workshop we will show that the problem is not customer adoption but rather organisational readiness. We will conduct a readiness assessment of your organisation and arm you with a toolkit to perform a deeper analysis back in the offi ce. The workshop will explore eight readiness dimensions that you will have to attend to before deploying your next WCS channel.Moderator: Johan Jacobs

Powerful tools to navigate, manage and decideTo get the most out of your Summit experience, we’ve created a range of tools to help you plan your agenda and manage your goals and objectives of attending.

online agenda BuilderA powerful planning tool designed to help you organize, view and select an agenda based on the following criteria:

• Analystprofile

• Dateandtime

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• Schedulearoundtable

• Sessiondescriptions

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

agenda Builder mobileManage your agenda using your mobile device. This app — compatible with iPhone, BlackBerry and Android devices — has all the Agenda Builder features to create your personal agenda. Plus, you can send and receive

messages to attendees, access all social media channels, participate in session polling and view event announcements.

Justify your attendanceOur Justifi cation Toolkit makes it easy to demonstrate the value of your Summit experience. It includes a customizable letter, cost-benefi t analysis, cost optimization highlights, top reasons to attend and more. Find it at gartner.com/eu/crm.


SoluTIon ShoWcaSeMeetthetechnologyandserviceprovidersattheforefrontof Customer Strategies & Technologies

Join us on the opening morning of the Summit to discover what CRM solutions and services you can explore at the Summit. Short overviews from each of our sponsors — providing just enough information to help you understand who you should meet with first.

SIlveR SPonSoRS

PReMIeR SPonSoRS

PlaTInuM SPonSoRS

For further information about sponsoring this event:

Telephone: +44 1784 267456

Email: [email protected]

SPonSoRShIP oPPoRTunITIeS

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Cognizant, a leading services provider in CRM, CEM, MDM and BPM, helps organizations analyze business needs, build technology strategy, and implement systems focused on customer experience.www.cognizant.com

NICE solutions capture and analyze interactions and transactions, extract insight and deliver positive impact. Driven by real-time, cross-channel analytics, NICE helps to increase revenue, enhance customer experience, improve regulatory compliance and optimise contact centre and back office operations. NICE solutions are implemented by contact centres, branches, trading floors and back offices.www.nice.com

CrowdEngineering provides enterprises with easy access to crowdsourcing services. CrowdEngineering Social CRM solutions transform customer-facing business processes, involving clients, prospects and the company staff in collaborative activities www.crowdengineering.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/

With more than 100,000 customers, salesforce.com is the enterprise cloud computing company that is leading the shift to the social enterprise. Social enterprises leverage social, mobile and open cloud technologies to put customers at the heart of their business. Based on salesforce.com’s real-time, multitenant architecture, the company provides a platform and suite of application services.www.salesforce.com/uk

Today, SAP is on an innovation hyperdrive. With a user-centric lens on Big Data, Mobility, Cloud, and Social, SAP is helping people like you to have relevant and smarter 360-degree customer conversations like never before — without requiring you to dig up your ERP and CRM foundations. Stop by and experience the new SAP.www.sap.com

Neolane provides the only conversational marketing technology that empowers organisations to build and sustain one-to-one dialogues with their customers, to increase revenue and marketing efficiency.www.neolane.com/uk

QuestBack enables organisations to gain insights from customer and employee experiences, through leading feedback and dialogue solutions. QuestBack is recognised as a world leading vendor in their industry.www.questback.com

SugarCRM is the world’s leading provider of open source CRM software. Over 7,000 customers rely on SugarCRM to execute marketing programs, grow sales, retain customers and create custom business applications.www.sugarcrm.com

Sword Ciboodle provides an award winning, modular, multi-channel customer engagement platform designed for the 21st century organisation to meet the needs of the 21st century customer. www.sword-ciboodle.com


ReGISTRaTIon

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MedIa PaRTneRS

Gartner Customer Strategies & Technologies Summit 201211 – 12 June 2012 Lancaster London Hotel, London, UK gartner.com/eu/crm

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