CRM 2.0: Managing the New Customer Experience

For those of you near the Chicago area there’s a CRM event being put on by Gartner. Here’s a brief overview:

11-13 September 2006 - Chicago Hilton and Towers

Getting CRM right means integrating processes both within and across
business functions to drive more effective customer interactions and
unlock greater customer value. More mature areas such as campaign
management, sales force automation, contact center and ecommerce are
adding advanced capabilities through analytics, business process
management and knowledge management tools. Newer areas such as Field
Service, Marketing Resource Management, and Sales Asset Management are
broadening departmental capabilities and enabling CRM to reach new
heights. Customer data

integration (CDI), Customer Interaction Hubs and
Customer Experience Management make the relationship visible and
customer interactions cohesive throughout the organization. Customer
value analysis and customer data mining enable more insightful customer
interactions within the context of the interaction.

In its 14th edition, this Summit is the most comprehensive
and insightful conference on topics of customer strategies and
technologies ever held. IT and business executives will receive
actionable insights and best practices from business strategy and
process to software selection and implementation to change management
and metrics.

What You Will Learn

The benefits of a customer-centric organization
The latest trends for customer strategies and technologies
How to create a single view of the customer
How to improve marketing, sales and customer service processes
How to manage the customer experience
Which vendors and solutions to consider for different aspects of CRM
When to consider CRM Ondemand as a delivery option
How new technologies (VoIP, Gaming, Interactive TV) impact your CRM initiatives
What organizational and cultural changes must happen to ensure success

Who Should Attend

Chief Customer Officers, CRM project managers
CEOs, line of business executives and managers
Customer Service & Support executives and their direct reports
Sales and Marketing Executives and their direct reports
CIOs, Technology strategists, IT Managers, Applications
Business Analysts
Enterprise and Solution Architects
Strategic planners, Operations Officers
Consultants

Standard Conference Price

Fee includes conference attendance, documentation and planned functions.
— US $1795

4 Comments Already

Danny Levine Said,

September 23rd, 2006 @10:59 am

Does anyone know if there are presentations available from this event?

Thanks,
Danny

Joe Keading Said,

September 23rd, 2006 @1:36 pm

Hi Danny, I haven’t seen any presentations from the event. Did you try looking at their web site?

Mike Santoro Said,

September 27th, 2006 @4:44 pm

I was at the Gartner conference and it was pretty good. I attempted to give some live updates about the goings on at the conference. You can check out my five or so entries at http://crm.ducttapemarketing.com/

Mike

Vladimir Dimitroff Said,

January 3rd, 2007 @1:57 pm

Gartner command enromous respect for their depth of understanding technology (and business) trends, visionary foresight and relentless market education. In our ‘niche’ interest area of customer strategies they have made similarly impressive contribution and continue to be among thought leaders.

This makes the content under their ‘CRM 2.0′ title somewhat disappointing. The event (I couldn’t attend and admittedly only have 2nd-hand awareness) seems to have focused mostly on ‘CRM 1.0′ or ’so 20th-century’ concepts. Not that they are any less valid today, but have become familiar and are hardly ground-breaking.

The moderate doses of ‘Customer experience’ (so 2004 on their own hype cycle) and new technologies don’t seem to be enough to herald a new stage in the evolution of CRM.

The world is, IMHO, seeing a few more important trends that should have taken center stage and merit a ‘2.0′ sticker:

- Customer empowerment and delegation of essential business functions like marketing (as in viral and WoM) and product development, even production (as in UGC).
- Conectedness, the true meaning of community manifested in the ’social network’ phenomenon. 1to1 becoming ‘many-to-many’.
- Financial implications of disappearing boundaries inthe value chain, Customer being also Employee (performing internal functions as above), but also an Investor (in more than one way - from holding stock to literally financing growth)and, of course, the ROC concept.

These are what I would call ‘CRM 2.0′, and I would only use this label as a joke referring to the on-going ‘Web 2.0′ hype. In fact I did call it just that - in this blog:
http://www.ecademy.com/node.php?id=76896

It would be interesting to hear other opinions of what is seriously new and important in CRM, marketing, and business in general?