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Totango and OVUM present: Beyond CRM

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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 …

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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  • 1. Beyond CRM – The Customer-Adaptive Enterprise Carter Lusher Research Fellow and Chief Analyst: Enterprise Applications Ecosystem1 © 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  Contacts  Carter.Lusher@ovum.com Analyst at Gartner  650-274-8309  Charter class of Research Fellows  Twice a Gartner Analyst of the Year  www.twitter.com/CarterLusher Co-founder of SageCircle “analyst of  www.linkedin.com/in/CarterLusher the analysts” Executive at Hewlett-Packard Ovum  Research Fellow  Chief Analyst: Enterprise Applications Ecosystem  Executive2 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 3. Twitter Hashtags #BeyondCRM @Totango @CarterLusher3 © 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 agile4 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 5. Are you changing as fast as the world around you?5 © 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 approach6 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 7. Disruption changes customer expectations Apple’s Siri Public debate colors expectations7 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 8. Innovation drives customer expectations “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.8 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 9. Consequence – traditional CRM has run its course Traditional XXX Customer XXX Relationship Management9 © 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 value10 © 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 Aware11 © 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 enabler12 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 13. CAE requires alignment and orchestration Leadership vision & values People Mission critical core processAdaptive enterprise architectureIntegrated enterprise applications Optimized ecosystem13 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 14. There are organizations which display customer adaptive capabilities14 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 15. Adding new capabilities while integrating existing apps15 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 16. Adding new capabilities while integrating existing apps16 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 17. “The future is already here – it is just unevenly distributed.” William Gibson Science fiction novelist17 © 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  New18 © 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)19 © 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 Possibilities20 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 21. Sense and respond faster than competitors Powerful sensing capabilities21 © 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 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 Ovum On the Radar: Totango Increase conversion of freemium to paid customers Driving customer engagement by Drive trial users to become paid customers finding the signal in the noise Reference Code: IT015001763 Ensure usage to make certain subscription renewals Publication Date: 31 Aug 2012 Promote behavior changes that benefit the company Author: Carter Lusher22 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 23. Wrap Up23 © 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 agile24 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 25. Continue the conversation…25 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 26. Background26 © 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 point27 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.
  • 28. Life Sciences & Healthcare Energy & Telecoms • Big data in healthcare, from genomics to Utilities RFID • Mobilizing healthcare • Mobile applications and • Telcos connect the dots to • Security, identity & access to healthcare communications for utilities turn data into insight • Life sciences applications migrate to the cloud • Smart grids and smart oilfields • Can IT vendors push telcos • Unlocking the potential of emerging markets • Renewable energy: planning & into to the cloud? controlling distributed • Customer Experience generation Management: telcos’ new • IT in the age of unconventional frontier fuels • Oilfield communications poised for change Education• Big data, small data, and Ovum IT everything in between Financial• Next-generation online Research Agenda Transformin learning & transformation 2013 g service Services• Slaying the BYOD & the delivery Retail Banking student experience dragons • Creating the modern banking platform • Delivering innovation in payments Modernizing • Securing the retail bank ICT • Enhancing customer experience in the and operational digital channel age Government & platforms Insurance Public Sector • Making better decisions through analytics • Sourcing and managing ICT in the Media & • Optimizing insurance core public sector administration Broadcast • Strengthening channel management • The frontiers of ICT-enabled innovation in public services Financial Markets • Managing the migration from linear to hybrid linear & The smart city as a catalyst for • Managing risk and regulation after • on-demand operations transforming economies, urban Dodd-Frank and Basel III • Rights & royalties management systems environments and public services • Creating a multi-asset trading platform • Social media exploitation strategies & tools for media • Buy-side technology: enabling client • CRM and e-commerce for broadcast growth • Digital Asset Management for broadcast & publishing
  • 29. Ovum Smartphone Apps  PocketAnalyst™  Analyst bios  StraightTalks  Events  Glossary  Instant message analysts (Android only)  Ovum Industry Congress  Congress agenda  Research highlights  Ovum analyst coverage  Previews for 2013  Free on iPhone/iPad and Android, soon Blackberry29 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.