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Gartner Customer 360 Highlights, Day 2A Few Moments from Gartner's Summit.

May 2 2013 in San Diego, CA#CXM

Gene Alvarez –Gartner, Research VP

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“A Vision for Ecommerce – and the Trends That Will Shape Your Strategy.”

“Mobile provides new ways to connect: vision (e.g., QR codes), connections (NFC), payments, social, camera–eCommerce expectations have transformed: personalization, assistance, real-time, fun, recognition -consumerization of even B2B ecommerce.”

“The following are some hot B2b ecommerce industries: • Discrete manufacturing• Wholesale• Travel/ leisure• Entertainment/ media• Retail• Telecom“Shorter ecommerce delivery time puts even more pressure on brick & mortar, via show-rooming. Stores MUST have product in stock.”

Patrick Stakenas –Gartner, Research Director

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“Social CRM's Day is Coming for Sales.”

70% of businesses SAY they leverage social for CRM. Businesses should approach social for sales with the mind-set of creating lead-generation activities.

Become the change agent within your organization, championing social-for-sales technologies.

Emphasize the importance of using social for sales as a key differentiator in your business model.

Scott D. Nelson, Gartner, Managing VP

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“Organizational, Cultural and Technological Changes.”

• Being organized around your products fights CRM.

• What would it be like if Finance was as decentralized as "the customer" at the C-level?

• More likely to update software regularly than to revisit the customer strategy.

• Being human can conflict with efficiency/productivity metrics, Customer-centrism more likely to keep satisfaction up.

• Automating a broken process only gets you a broken automated process...Not so great.

• 7 last words of CRM: “We've never done it that way before.” Change management means we must address corporate fear.

Stop trying to do CRM with no organizational changes.

The iPhone didn’t start the current consumer technology wave. It wasn’t even the first smartphone. It may not have started it, but it did start the current wave of technology-driven consumer power.

Today consumers expect to be able to connect with you through THEIR choice of channel. Tomorrow they will demand an integrated sensory feast. And the brands that make a 1-to-1 info connection to consumers will be the The key to understanding the customer of the future is in understanding how much society has shifted since we were the new kids on the block.

Misia Tramp—SDL, VP of Insight and Innovation

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“A Tale of Two Brands - the Tectonic Shifts in Global Business and Customer Experience Management”

To prepare for tomorrow’s opportunity we have to understand tomorrow’s customer and the world  in which they live. While the fundamentals of “people” have not changed, the world they live in has. To win their business we must understand them, the customer of tomorrow.

Think of social media sources as social data & utilize solid analysis methodologies. There is no one number that will tell you all you need to know about your customer (i.e., NPS). The SM landscape: like it or not, your brand is being managed online. Vanity metrics: everyone likes numbers that get bigger whether it's meaningful or not!

Misia Tramp—SDL, VP of Insight and Innovation

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“A Tale of Two Brands - the Tectonic Shifts in Global Business and Customer Experience Management”

The world is converging in a crazy, crazy way.

80% of humans don’t respond the way you THINK they do.

Global Customer Experience Management includes providing a technology infrastructure that enables you to connect with your customers.

The only way to win is by rethinking your approach to managed customer relations. Know the customer, orchestrate your organization, create a unique, choreographed conversation with each customer.

MEASURE and ACT, MEASURE and ACT, MEASURE and ACT.

David Ashton—SDL, VP Consulting Services

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“A Tale of Two Brands - the Tectonic Shifts in Global Business and Customer Experience Management”

Photo by Gib Bassett 8

 Data is the future of marketing: harvest, analyze, activate and optimize. The value of data increases when it is shared: it makes everyone smarter and more in tune with market trends.

Interest graph marketing is a new frontier.

Convergence points of data-driven marketing, between media and marketing systems: Experience targeting, real time marketing, and marketing analytics.

Andrew Frank—Gartner, Research VP

9 “The Future of Marketing is Data Driven.”

Andrew Frank—Gartner, Research VP

10 “The Future of Marketing is Data Driven.”

Photo by Rob Craig

Digital Marketing is

about convergence of

networks.

Adam Sarner—Gartner, Research Director

11 “What’s Next for Social Marketing.”

58% of marketers say internal I.T. has "no role beyond normal infrastructure" in social marketing. An example of social marketing: Golden State Warriors turned $5,000 into $500,000 through social media.

People don't care if the person tweeting an support answer is in marketing or support. Orchestrate your company.

Top social KPIs used by orgs: increased awareness, website traffic, decreased costs, understanding customer perceptions.

Picture by Andrew J McCauley

Look forward to meeting you at: Booth # 501

Thanks to everyone who shared quotes, observations, photos and more from Gartner Customer 360 today!

http://www.sdl.com

Thanks for viewing!

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