Totango and OVUM present: Beyond CRM

Beyond CRM –
The Customer-Adaptive Enterprise

Carter Lusher
Research Fellow and
Chief Analyst: Enterprise Applications Ecosystem

1 © Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.

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
 Executive


Twitter Hashtags

#BeyondCRM
@Totango
@CarterLusher


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


Are you changing as fast as the world around you?


Customers as disruptive forces

Customers upset markets
with their preferences Customers impact brands with their voices

Customers force
institutions to change
their service
approach


Disruption changes customer expectations

Apple’s
Siri

Public debate
colors
expectations


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.


Consequence – traditional CRM has run its course

Traditional

XXX
Customer

XXX
Relationship
Management


Conclusion – CRM has to change

CRM needs to be recalibrated
as a business strategy to
create and deliver value


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


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

CAE requires alignment and orchestration

Leadership vision & values

People

Mission critical core process

Adaptive enterprise architecture

Integrated enterprise applications

Optimized ecosystem


There are organizations which display
customer adaptive capabilities


Adding new capabilities while integrating existing apps


“The future is already here –
it is just unevenly distributed.”

William Gibson
Science fiction novelist


Ovum’s 2013 CRM Trends to Watch

 End of the Trend
 Mobile
 SaaS and Cloud

 Maturing
 Next generation platform
 Social

 New


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)


Increasingly CRM Technology Trends are
Customer AND Employee Facing

Customer Interaction Management
Gamification
Palette of Interaction Possibilities


Sense and respond faster than competitors

Powerful sensing capabilities


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 Lusher


Wrap Up


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


Continue the conversation…


Background


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 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

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 Blackberry


Totango and OVUM present: Beyond CRM

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (13)

Similar to Totango and OVUM present: Beyond CRM

Similar to Totango and OVUM present: Beyond CRM (20)

More from Totango

More from Totango (20)

Recently uploaded

Recently uploaded (20)

Totango and OVUM present: Beyond CRM