SlideShare une entreprise Scribd logo
1  sur  22
Télécharger pour lire hors ligne
INDUSTRY
PERSPECTIVE
2016 and Beyond
DEFINITIONS: CE, CX,
CRM
Related but not the same
“CRM is the only science of business that
attempts to reproduce an art of life.”
Source: SkipWalters.net
"Customer Relationship Management is a technology
and system that sustains sales, marketing and
customer service activities. It is designed to capture
and interpret customer data, both structured and
unstructured, and to sustain the management of the
business side of customer related operations. CRM
technology automates processes and workflows and
helps organize and interpret data to support a company
in engaging its customers more effectively."
Source: Searchcrm.com
“Customer engagement is the ongoing
interactions between company and customer;
offered by the company, chosen by the
customer
""CXM is a business science for determining the
strategy and programs that can make the
customer feel good enough about the
company to want to continue to do business
with the company."
"How a customer feels about a
company over time"
"The perception that customers have of their
interactions with an organization."
--Source (Bruce Temkin)
“If a customer likes you and continues to like
you they will continue to do business with
you. If they don’t…they won’t”
TRENDS
■ Customer engagement
• CRM growth
• Customer engagement protoplasm/not a market yet
■ Alignment of sales and marketing
■ Omnichannel strategy/comms
■ Specialization
• Personalization
• AI cutting edge
• Predictive analytics
■ Optimization/enablement/acceleration
■ Verticalization
• Health services
• Public sector
• Other emotional verticals (retail, sports, hospitality, travel, and entertainment)
Trends, 2016
Ecosystems and Platforms
• Larger companies are platform and/or ecosystem focused – not necessarily both
• Microsoft – strong ecosystem, weak but improving as platform
• Salesforce – strong platform, organic ecosystem, not thinking ecosystem
• Oracle – some platform, no ecosystem
• SAP – strong ecosystem, weaker platform (complete overfocus on HANA), strong
microservices push
• Adobe – no platform, no ecosystem, intent announced to move to both.
Artificial Intelligence: Hype v. Reality
■ We are not at Skynet yet…nor will be for a long time
■ AI isn’t human intelligence – its told what to learn by humans
■ It doesn’t want anything
■ YET
■ It is becoming increasingly important as a step toward:
– The next evolution of business process automation
– Higher degrees of dynamic personalization
– Increasing use of self-service as major avenue of customer service
– An optimization tool for marketing content with maximum return
– A bridge from predictive analytics to proscriptive analytics
Artificial Intelligence: Hype v. Reality
■ Market is growing fast but still the subject of a lot of promise/not realization
■ Larger players using it as a:
– Platform piece (Salesforce)
– large scale add on/in for enterprise solutions with customization tools (Oracle)
– Fully integrated/interwoven part of their applications framework (Microsoft)
■ Smaller players are developing niche/specific applications
– Customer service (agent.ai)
– Voice recognition (Cogito)
– Content ROI (Captora)
– Personalized responsiveness (Conversica)
Seeking Optimus Prime
■ Big 4.5 going for world domination - #1 among sort
of equals
Seeking Optimus Prime
■ Salesforce (1.0) – Platform of choice for
business applications
■ Microsoft (1.0) – Mission critical part of 21st
century business infrastructure
■ Oracle (1.0) – End to end hardware and
software solution
■ SAP (1.0) – Customer-centric front and back
end enterprise technology
■ Adobe (0.5) – Amalgamated solutions
become platform tie to open ecosystem
Customer Facing Technology Market Perspective 2016-2017
Traditional CRM (1999–2008)
Social CRM (2009–2012)
CRM again…(2013–2017)
Customer Engagement Technology
Matrix
■ CRM functions as the operational capabilities and the system of record or as Louis Tetu CEO of Coveo calls it rather adroitly, the "ecosystem of record" - because it
handles the data from so many internal and external sources out there - (H/T to Louis for this term. It so works.)
■ Sales especially around "social sales" with the ability to communicate with customers and to support the next best action in that communication e.g. Lattice Engines
■ Market intelligence engines which provide the customized information that makes the personalization of communications with the customers that much better. e.g.
InsideView
■ Community platforms that enable communities of practice or interest and support conversations among customers, their peers, subject matter experts and the brand
owning the communities e.g. Jive.
■ Marketing technologies to help drive the first line of engagement with customers This can include digital marketing, email marketing, campaign management, content
marketing (see below) among many other areas. There are dozens of companies in this space. Most prominent at this point are the marketing clouds of Salesforce,
Adobe and Oracle, and independently, Marketo. Marketo, in fact, has changed their messaging from Revenue Performance Management, which made them sound like
they were providing accounting software to a much more timely focus around Engagement Marketing.
■ Customer journey "management" as either the means to create the paths for the ongoing interactions of customers or to track the interactions e.g.Thunderhead,
Salesforce Journey Builder
■ Feedback that goes well beyond just surveys are an important way and valuable way for the customer to interact with the company. Companies like Medallia and Maritz
Consulting (with their acquisition of Allegiance) fulfill this function.
■ Gamification as one kind of system of engagement. See Bunchball for the technology and Mario Herger for some of the thinking.
■ Customer engagement analytics to identify and anticipate customer behaviors. That's an area that NICE, SAS and Verint/Kana play in.
Customer Engagement Technology
Matrix
■ Knowledge management in its contemporary form that incorporates not only subject matter expertise, but also elements of customer self-service e.g. Transversal
■ Customer service as a locus for engagement - see Michael Maoz, Gartner's extraordinary analyst and his Customer Engagement Hub for a strong validation of this.
■ Ecommerce - an element of customer engagement (though like CRM in that context, a subsumed piece) in the sense that it is a landing place for customers to interact
and transact a la Amazon. Focused as is CRM around the transactional side. SAP with hybris and Oracle with ATG are among the enterprise level leaders. From the
service side of ecommerce, we have companies like Moxie beginning to gain some notice.
■ Loyalty and advocacy programs - engaging customers by incentivizing them.
■ Customer identity management applications/platforms - engagement through knowledge of who a customer actually is and thus what he/she is doing. These are best
represented by Gigya and Janrain in the technology market.
■ Customer success management solutions and platforms - An evolving area that is being touted by tech companies like Totango and salesforce.com which call
themselves customer success platforms and like Bluenose, Preact and Gainsight who claim to have customer success solutions. The basic idea is that, probably more on
a B2B basis, the more you help your customers succeed the more they remain engaged and thus, customers. This area is showing some signs of life as a technology
category with a market - or in my ecosystem a sub market.
■ Relevant contextual Search - the key to this piece for engagement is not only identifying the best answers to questions but the subject matter expertise that is required
by customers. See Coveo for a great example of this.
■ Content creation, distribution, consumption and analysis systems - The simple concept is that content is now created internally and by users, and once created no longer
just pushed to the market, but is being distributed through a vast network of channels (see Brian Solis's Conversation Prism for a visual glimpse at the distribution
channels out there) and then consumed by the digital customers out there. Now, we even have technologies like Captora which do the ROI of that creation, distribution
and consumption - all which foster engagement.

Contenu connexe

Tendances

Winterberry: Customer Experience Marketing: Realizing the Promise of Dynamic ...
Winterberry: Customer Experience Marketing: Realizing the Promise of Dynamic ...Winterberry: Customer Experience Marketing: Realizing the Promise of Dynamic ...
Winterberry: Customer Experience Marketing: Realizing the Promise of Dynamic ...John Zell
 
Social CRM Definition By Martin Walsh
Social CRM Definition By Martin WalshSocial CRM Definition By Martin Walsh
Social CRM Definition By Martin WalshMartin Walsh
 
Roadmap to omnichannel customer excellence
Roadmap to omnichannel customer excellenceRoadmap to omnichannel customer excellence
Roadmap to omnichannel customer excellenceEnrico Pruis
 
Optimizing the Customer Journey
Optimizing the Customer JourneyOptimizing the Customer Journey
Optimizing the Customer JourneyNick Gent
 
The Customer-Conscious C-Suite
The Customer-Conscious C-SuiteThe Customer-Conscious C-Suite
The Customer-Conscious C-SuiteCalabrio
 
4 proven ways to optimize the customer journey
4 proven ways to optimize the customer journey4 proven ways to optimize the customer journey
4 proven ways to optimize the customer journeygroupfio1
 
Customer Journey Mapping
Customer Journey MappingCustomer Journey Mapping
Customer Journey MappingLenati
 
Calabrio analyze
Calabrio analyzeCalabrio analyze
Calabrio analyzeAccenture
 
CRM for the Digital Age
CRM for the Digital AgeCRM for the Digital Age
CRM for the Digital AgeCGIBelgium
 
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...Data Science Thailand
 
Cracking the Code on Insurance Company Customer Loyalty
Cracking the Code on Insurance Company Customer LoyaltyCracking the Code on Insurance Company Customer Loyalty
Cracking the Code on Insurance Company Customer LoyaltyCalabrio
 
Fourth State of Marketing - Salesforce
Fourth State of Marketing - SalesforceFourth State of Marketing - Salesforce
Fourth State of Marketing - SalesforceFrenchWeb.fr
 
The Digital Customer Experience: Why the Future of the Communications Industr...
The Digital Customer Experience: Why the Future of the Communications Industr...The Digital Customer Experience: Why the Future of the Communications Industr...
The Digital Customer Experience: Why the Future of the Communications Industr...Brian Solis
 
How Best-in-Class Contact Centers Satisfy Demanding Customers
How Best-in-Class Contact Centers Satisfy Demanding CustomersHow Best-in-Class Contact Centers Satisfy Demanding Customers
How Best-in-Class Contact Centers Satisfy Demanding CustomersKnowlagent
 
SXSW_Synthesis for Business Transformation
SXSW_Synthesis for Business Transformation SXSW_Synthesis for Business Transformation
SXSW_Synthesis for Business Transformation James Tantaro
 

Tendances (20)

Know Thy Customer Analytics
Know Thy Customer AnalyticsKnow Thy Customer Analytics
Know Thy Customer Analytics
 
Winterberry: Customer Experience Marketing: Realizing the Promise of Dynamic ...
Winterberry: Customer Experience Marketing: Realizing the Promise of Dynamic ...Winterberry: Customer Experience Marketing: Realizing the Promise of Dynamic ...
Winterberry: Customer Experience Marketing: Realizing the Promise of Dynamic ...
 
Social CRM Definition By Martin Walsh
Social CRM Definition By Martin WalshSocial CRM Definition By Martin Walsh
Social CRM Definition By Martin Walsh
 
Roadmap to omnichannel customer excellence
Roadmap to omnichannel customer excellenceRoadmap to omnichannel customer excellence
Roadmap to omnichannel customer excellence
 
Optimizing the Customer Journey
Optimizing the Customer JourneyOptimizing the Customer Journey
Optimizing the Customer Journey
 
The Customer-Conscious C-Suite
The Customer-Conscious C-SuiteThe Customer-Conscious C-Suite
The Customer-Conscious C-Suite
 
4 proven ways to optimize the customer journey
4 proven ways to optimize the customer journey4 proven ways to optimize the customer journey
4 proven ways to optimize the customer journey
 
Customer Journey Mapping
Customer Journey MappingCustomer Journey Mapping
Customer Journey Mapping
 
Transform the way you market at social scale
Transform the way you market at social scaleTransform the way you market at social scale
Transform the way you market at social scale
 
Calabrio analyze
Calabrio analyzeCalabrio analyze
Calabrio analyze
 
CRM for the Digital Age
CRM for the Digital AgeCRM for the Digital Age
CRM for the Digital Age
 
Ibm crm
Ibm crmIbm crm
Ibm crm
 
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
 
Cracking the Code on Insurance Company Customer Loyalty
Cracking the Code on Insurance Company Customer LoyaltyCracking the Code on Insurance Company Customer Loyalty
Cracking the Code on Insurance Company Customer Loyalty
 
Fourth State of Marketing - Salesforce
Fourth State of Marketing - SalesforceFourth State of Marketing - Salesforce
Fourth State of Marketing - Salesforce
 
The Digital Customer Experience: Why the Future of the Communications Industr...
The Digital Customer Experience: Why the Future of the Communications Industr...The Digital Customer Experience: Why the Future of the Communications Industr...
The Digital Customer Experience: Why the Future of the Communications Industr...
 
How Best-in-Class Contact Centers Satisfy Demanding Customers
How Best-in-Class Contact Centers Satisfy Demanding CustomersHow Best-in-Class Contact Centers Satisfy Demanding Customers
How Best-in-Class Contact Centers Satisfy Demanding Customers
 
CRM Introduction
CRM IntroductionCRM Introduction
CRM Introduction
 
SXSW_Synthesis for Business Transformation
SXSW_Synthesis for Business Transformation SXSW_Synthesis for Business Transformation
SXSW_Synthesis for Business Transformation
 
The power of digital CRM
The power of digital CRMThe power of digital CRM
The power of digital CRM
 

Similaire à Customer Facing Technology Market Perspective 2016-2017

Marketing augmented by AI. Alfredo Adamo, Alan Advantage
Marketing augmented by AI. Alfredo Adamo, Alan AdvantageMarketing augmented by AI. Alfredo Adamo, Alan Advantage
Marketing augmented by AI. Alfredo Adamo, Alan AdvantageData Driven Innovation
 
Citizen National Bank Essay Examples
Citizen National Bank Essay ExamplesCitizen National Bank Essay Examples
Citizen National Bank Essay ExamplesAngela Garcia
 
B2B Marketing Report 2023
B2B Marketing Report 2023B2B Marketing Report 2023
B2B Marketing Report 2023Social Samosa
 
Social Observational ActivitySpend some time observing another.docx
Social Observational ActivitySpend some time observing another.docxSocial Observational ActivitySpend some time observing another.docx
Social Observational ActivitySpend some time observing another.docxsamuel699872
 
Social Observational ActivitySpend some time observing another.docx
Social Observational ActivitySpend some time observing another.docxSocial Observational ActivitySpend some time observing another.docx
Social Observational ActivitySpend some time observing another.docxrosemariebrayshaw
 
Evaluation of CRM management
Evaluation of CRM managementEvaluation of CRM management
Evaluation of CRM managementShaden-youssef
 
The Future of CRM Marketing, 8 Big Trends and How They Will Affect You
The Future of CRM Marketing, 8 Big Trends and How They Will Affect YouThe Future of CRM Marketing, 8 Big Trends and How They Will Affect You
The Future of CRM Marketing, 8 Big Trends and How They Will Affect YouArturo Gutierrez, MBA
 
Dynamic 365 Research Paper
Dynamic 365 Research PaperDynamic 365 Research Paper
Dynamic 365 Research PaperLisa Martinez
 
Behind the ABM Curtain with Oracle Data Cloud
Behind the ABM Curtain with Oracle Data CloudBehind the ABM Curtain with Oracle Data Cloud
Behind the ABM Curtain with Oracle Data CloudKwanzoo Inc
 
Digital Transformation and the Marketing Professional
Digital Transformation and the Marketing ProfessionalDigital Transformation and the Marketing Professional
Digital Transformation and the Marketing ProfessionalMatthew W. Bowers
 
Revenue Operations Analytics: A Strategic Blueprint
Revenue Operations Analytics: A Strategic BlueprintRevenue Operations Analytics: A Strategic Blueprint
Revenue Operations Analytics: A Strategic BlueprintKwanzoo Inc
 
Customer Relationship Management unit 5 trends in crm
Customer Relationship Management unit 5 trends in crmCustomer Relationship Management unit 5 trends in crm
Customer Relationship Management unit 5 trends in crmGanesha Pandian
 
Automated marketing tools
Automated marketing toolsAutomated marketing tools
Automated marketing toolsBrad Tornberg
 
How CMOs Can Help Future-Proof their Business-George Pappas, G Squared
How CMOs Can Help Future-Proof their Business-George Pappas, G SquaredHow CMOs Can Help Future-Proof their Business-George Pappas, G Squared
How CMOs Can Help Future-Proof their Business-George Pappas, G SquaredMarketing Network marcus evans
 
CRM evolution, multi-channel integration and customer response management
CRM evolution, multi-channel integration and customer response managementCRM evolution, multi-channel integration and customer response management
CRM evolution, multi-channel integration and customer response managementrahuls30
 
Remodista RetailSource Paper - Sophisticated CRM Strategies
Remodista RetailSource Paper - Sophisticated CRM StrategiesRemodista RetailSource Paper - Sophisticated CRM Strategies
Remodista RetailSource Paper - Sophisticated CRM StrategiesRemodista
 
The World of CRM - SBDC - June 20 - 2016
The World of CRM - SBDC - June 20 - 2016The World of CRM - SBDC - June 20 - 2016
The World of CRM - SBDC - June 20 - 2016Brad Tornberg
 
Business Project Proposal Of Brettamymelissa Essay
Business Project Proposal Of Brettamymelissa EssayBusiness Project Proposal Of Brettamymelissa Essay
Business Project Proposal Of Brettamymelissa EssayLori Flores
 

Similaire à Customer Facing Technology Market Perspective 2016-2017 (20)

Marketing augmented by AI. Alfredo Adamo, Alan Advantage
Marketing augmented by AI. Alfredo Adamo, Alan AdvantageMarketing augmented by AI. Alfredo Adamo, Alan Advantage
Marketing augmented by AI. Alfredo Adamo, Alan Advantage
 
Citizen National Bank Essay Examples
Citizen National Bank Essay ExamplesCitizen National Bank Essay Examples
Citizen National Bank Essay Examples
 
B2B Marketing Report 2023
B2B Marketing Report 2023B2B Marketing Report 2023
B2B Marketing Report 2023
 
Social Observational ActivitySpend some time observing another.docx
Social Observational ActivitySpend some time observing another.docxSocial Observational ActivitySpend some time observing another.docx
Social Observational ActivitySpend some time observing another.docx
 
Social Observational ActivitySpend some time observing another.docx
Social Observational ActivitySpend some time observing another.docxSocial Observational ActivitySpend some time observing another.docx
Social Observational ActivitySpend some time observing another.docx
 
Evaluation of CRM management
Evaluation of CRM managementEvaluation of CRM management
Evaluation of CRM management
 
The Future of CRM Marketing, 8 Big Trends and How They Will Affect You
The Future of CRM Marketing, 8 Big Trends and How They Will Affect YouThe Future of CRM Marketing, 8 Big Trends and How They Will Affect You
The Future of CRM Marketing, 8 Big Trends and How They Will Affect You
 
CRM Renovation
CRM RenovationCRM Renovation
CRM Renovation
 
Dynamic 365 Research Paper
Dynamic 365 Research PaperDynamic 365 Research Paper
Dynamic 365 Research Paper
 
Behind the ABM Curtain with Oracle Data Cloud
Behind the ABM Curtain with Oracle Data CloudBehind the ABM Curtain with Oracle Data Cloud
Behind the ABM Curtain with Oracle Data Cloud
 
Digital Transformation and the Marketing Professional
Digital Transformation and the Marketing ProfessionalDigital Transformation and the Marketing Professional
Digital Transformation and the Marketing Professional
 
Revenue Operations Analytics: A Strategic Blueprint
Revenue Operations Analytics: A Strategic BlueprintRevenue Operations Analytics: A Strategic Blueprint
Revenue Operations Analytics: A Strategic Blueprint
 
Customer Relationship Management unit 5 trends in crm
Customer Relationship Management unit 5 trends in crmCustomer Relationship Management unit 5 trends in crm
Customer Relationship Management unit 5 trends in crm
 
Automated marketing tools
Automated marketing toolsAutomated marketing tools
Automated marketing tools
 
How CMOs Can Help Future-Proof their Business-George Pappas, G Squared
How CMOs Can Help Future-Proof their Business-George Pappas, G SquaredHow CMOs Can Help Future-Proof their Business-George Pappas, G Squared
How CMOs Can Help Future-Proof their Business-George Pappas, G Squared
 
CRM evolution, multi-channel integration and customer response management
CRM evolution, multi-channel integration and customer response managementCRM evolution, multi-channel integration and customer response management
CRM evolution, multi-channel integration and customer response management
 
Remodista RetailSource Paper - Sophisticated CRM Strategies
Remodista RetailSource Paper - Sophisticated CRM StrategiesRemodista RetailSource Paper - Sophisticated CRM Strategies
Remodista RetailSource Paper - Sophisticated CRM Strategies
 
The Future of CRM
The Future of CRMThe Future of CRM
The Future of CRM
 
The World of CRM - SBDC - June 20 - 2016
The World of CRM - SBDC - June 20 - 2016The World of CRM - SBDC - June 20 - 2016
The World of CRM - SBDC - June 20 - 2016
 
Business Project Proposal Of Brettamymelissa Essay
Business Project Proposal Of Brettamymelissa EssayBusiness Project Proposal Of Brettamymelissa Essay
Business Project Proposal Of Brettamymelissa Essay
 

Plus de Paul Greenberg

Enterprise 2.0 & Social CRM: Together At Last
Enterprise 2.0 & Social CRM: Together At LastEnterprise 2.0 & Social CRM: Together At Last
Enterprise 2.0 & Social CRM: Together At LastPaul Greenberg
 
A Case Study In Social CRM Without Technology: The Green Bay Packers
A Case Study In Social CRM Without Technology: The Green Bay PackersA Case Study In Social CRM Without Technology: The Green Bay Packers
A Case Study In Social CRM Without Technology: The Green Bay PackersPaul Greenberg
 
Era of The Social Customer 2010.
Era of The Social Customer 2010.Era of The Social Customer 2010.
Era of The Social Customer 2010.Paul Greenberg
 
Voice Of The Customer 2009
Voice Of The Customer 2009Voice Of The Customer 2009
Voice Of The Customer 2009Paul Greenberg
 
Selling to the Crowd 2009
Selling to the Crowd 2009Selling to the Crowd 2009
Selling to the Crowd 2009Paul Greenberg
 
Retaining Customers In An Economic Downturn03
Retaining Customers In An Economic Downturn03Retaining Customers In An Economic Downturn03
Retaining Customers In An Economic Downturn03Paul Greenberg
 
What The Hell Is Crm 2 2008
What The Hell Is Crm 2 2008What The Hell Is Crm 2 2008
What The Hell Is Crm 2 2008Paul Greenberg
 
Crm State Of The Market 2008 & Beyond
Crm State Of The Market 2008 & BeyondCrm State Of The Market 2008 & Beyond
Crm State Of The Market 2008 & BeyondPaul Greenberg
 
CRM & The Enterprise Value Chain
CRM & The Enterprise Value ChainCRM & The Enterprise Value Chain
CRM & The Enterprise Value ChainPaul Greenberg
 
"Its Just So 2.0 Out There" The 4Ps are Dead
"Its Just So 2.0 Out There" The 4Ps are Dead"Its Just So 2.0 Out There" The 4Ps are Dead
"Its Just So 2.0 Out There" The 4Ps are DeadPaul Greenberg
 

Plus de Paul Greenberg (11)

Crmtransforms2016
Crmtransforms2016Crmtransforms2016
Crmtransforms2016
 
Enterprise 2.0 & Social CRM: Together At Last
Enterprise 2.0 & Social CRM: Together At LastEnterprise 2.0 & Social CRM: Together At Last
Enterprise 2.0 & Social CRM: Together At Last
 
A Case Study In Social CRM Without Technology: The Green Bay Packers
A Case Study In Social CRM Without Technology: The Green Bay PackersA Case Study In Social CRM Without Technology: The Green Bay Packers
A Case Study In Social CRM Without Technology: The Green Bay Packers
 
Era of The Social Customer 2010.
Era of The Social Customer 2010.Era of The Social Customer 2010.
Era of The Social Customer 2010.
 
Voice Of The Customer 2009
Voice Of The Customer 2009Voice Of The Customer 2009
Voice Of The Customer 2009
 
Selling to the Crowd 2009
Selling to the Crowd 2009Selling to the Crowd 2009
Selling to the Crowd 2009
 
Retaining Customers In An Economic Downturn03
Retaining Customers In An Economic Downturn03Retaining Customers In An Economic Downturn03
Retaining Customers In An Economic Downturn03
 
What The Hell Is Crm 2 2008
What The Hell Is Crm 2 2008What The Hell Is Crm 2 2008
What The Hell Is Crm 2 2008
 
Crm State Of The Market 2008 & Beyond
Crm State Of The Market 2008 & BeyondCrm State Of The Market 2008 & Beyond
Crm State Of The Market 2008 & Beyond
 
CRM & The Enterprise Value Chain
CRM & The Enterprise Value ChainCRM & The Enterprise Value Chain
CRM & The Enterprise Value Chain
 
"Its Just So 2.0 Out There" The 4Ps are Dead
"Its Just So 2.0 Out There" The 4Ps are Dead"Its Just So 2.0 Out There" The 4Ps are Dead
"Its Just So 2.0 Out There" The 4Ps are Dead
 

Dernier

Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UbiTrack UK
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXTarek Kalaji
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesDavid Newbury
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-pyJamie (Taka) Wang
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1DianaGray10
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 

Dernier (20)

Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBX
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond Ontologies
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-py
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 

Customer Facing Technology Market Perspective 2016-2017

  • 3. “CRM is the only science of business that attempts to reproduce an art of life.” Source: SkipWalters.net
  • 4. "Customer Relationship Management is a technology and system that sustains sales, marketing and customer service activities. It is designed to capture and interpret customer data, both structured and unstructured, and to sustain the management of the business side of customer related operations. CRM technology automates processes and workflows and helps organize and interpret data to support a company in engaging its customers more effectively." Source: Searchcrm.com
  • 5. “Customer engagement is the ongoing interactions between company and customer; offered by the company, chosen by the customer
  • 6. ""CXM is a business science for determining the strategy and programs that can make the customer feel good enough about the company to want to continue to do business with the company."
  • 7. "How a customer feels about a company over time"
  • 8. "The perception that customers have of their interactions with an organization." --Source (Bruce Temkin)
  • 9. “If a customer likes you and continues to like you they will continue to do business with you. If they don’t…they won’t”
  • 11. ■ Customer engagement • CRM growth • Customer engagement protoplasm/not a market yet ■ Alignment of sales and marketing ■ Omnichannel strategy/comms ■ Specialization • Personalization • AI cutting edge • Predictive analytics ■ Optimization/enablement/acceleration ■ Verticalization • Health services • Public sector • Other emotional verticals (retail, sports, hospitality, travel, and entertainment) Trends, 2016
  • 12. Ecosystems and Platforms • Larger companies are platform and/or ecosystem focused – not necessarily both • Microsoft – strong ecosystem, weak but improving as platform • Salesforce – strong platform, organic ecosystem, not thinking ecosystem • Oracle – some platform, no ecosystem • SAP – strong ecosystem, weaker platform (complete overfocus on HANA), strong microservices push • Adobe – no platform, no ecosystem, intent announced to move to both.
  • 13. Artificial Intelligence: Hype v. Reality ■ We are not at Skynet yet…nor will be for a long time ■ AI isn’t human intelligence – its told what to learn by humans ■ It doesn’t want anything ■ YET ■ It is becoming increasingly important as a step toward: – The next evolution of business process automation – Higher degrees of dynamic personalization – Increasing use of self-service as major avenue of customer service – An optimization tool for marketing content with maximum return – A bridge from predictive analytics to proscriptive analytics
  • 14. Artificial Intelligence: Hype v. Reality ■ Market is growing fast but still the subject of a lot of promise/not realization ■ Larger players using it as a: – Platform piece (Salesforce) – large scale add on/in for enterprise solutions with customization tools (Oracle) – Fully integrated/interwoven part of their applications framework (Microsoft) ■ Smaller players are developing niche/specific applications – Customer service (agent.ai) – Voice recognition (Cogito) – Content ROI (Captora) – Personalized responsiveness (Conversica)
  • 15. Seeking Optimus Prime ■ Big 4.5 going for world domination - #1 among sort of equals
  • 16. Seeking Optimus Prime ■ Salesforce (1.0) – Platform of choice for business applications ■ Microsoft (1.0) – Mission critical part of 21st century business infrastructure ■ Oracle (1.0) – End to end hardware and software solution ■ SAP (1.0) – Customer-centric front and back end enterprise technology ■ Adobe (0.5) – Amalgamated solutions become platform tie to open ecosystem
  • 21. Customer Engagement Technology Matrix ■ CRM functions as the operational capabilities and the system of record or as Louis Tetu CEO of Coveo calls it rather adroitly, the "ecosystem of record" - because it handles the data from so many internal and external sources out there - (H/T to Louis for this term. It so works.) ■ Sales especially around "social sales" with the ability to communicate with customers and to support the next best action in that communication e.g. Lattice Engines ■ Market intelligence engines which provide the customized information that makes the personalization of communications with the customers that much better. e.g. InsideView ■ Community platforms that enable communities of practice or interest and support conversations among customers, their peers, subject matter experts and the brand owning the communities e.g. Jive. ■ Marketing technologies to help drive the first line of engagement with customers This can include digital marketing, email marketing, campaign management, content marketing (see below) among many other areas. There are dozens of companies in this space. Most prominent at this point are the marketing clouds of Salesforce, Adobe and Oracle, and independently, Marketo. Marketo, in fact, has changed their messaging from Revenue Performance Management, which made them sound like they were providing accounting software to a much more timely focus around Engagement Marketing. ■ Customer journey "management" as either the means to create the paths for the ongoing interactions of customers or to track the interactions e.g.Thunderhead, Salesforce Journey Builder ■ Feedback that goes well beyond just surveys are an important way and valuable way for the customer to interact with the company. Companies like Medallia and Maritz Consulting (with their acquisition of Allegiance) fulfill this function. ■ Gamification as one kind of system of engagement. See Bunchball for the technology and Mario Herger for some of the thinking. ■ Customer engagement analytics to identify and anticipate customer behaviors. That's an area that NICE, SAS and Verint/Kana play in.
  • 22. Customer Engagement Technology Matrix ■ Knowledge management in its contemporary form that incorporates not only subject matter expertise, but also elements of customer self-service e.g. Transversal ■ Customer service as a locus for engagement - see Michael Maoz, Gartner's extraordinary analyst and his Customer Engagement Hub for a strong validation of this. ■ Ecommerce - an element of customer engagement (though like CRM in that context, a subsumed piece) in the sense that it is a landing place for customers to interact and transact a la Amazon. Focused as is CRM around the transactional side. SAP with hybris and Oracle with ATG are among the enterprise level leaders. From the service side of ecommerce, we have companies like Moxie beginning to gain some notice. ■ Loyalty and advocacy programs - engaging customers by incentivizing them. ■ Customer identity management applications/platforms - engagement through knowledge of who a customer actually is and thus what he/she is doing. These are best represented by Gigya and Janrain in the technology market. ■ Customer success management solutions and platforms - An evolving area that is being touted by tech companies like Totango and salesforce.com which call themselves customer success platforms and like Bluenose, Preact and Gainsight who claim to have customer success solutions. The basic idea is that, probably more on a B2B basis, the more you help your customers succeed the more they remain engaged and thus, customers. This area is showing some signs of life as a technology category with a market - or in my ecosystem a sub market. ■ Relevant contextual Search - the key to this piece for engagement is not only identifying the best answers to questions but the subject matter expertise that is required by customers. See Coveo for a great example of this. ■ Content creation, distribution, consumption and analysis systems - The simple concept is that content is now created internally and by users, and once created no longer just pushed to the market, but is being distributed through a vast network of channels (see Brian Solis's Conversation Prism for a visual glimpse at the distribution channels out there) and then consumed by the digital customers out there. Now, we even have technologies like Captora which do the ROI of that creation, distribution and consumption - all which foster engagement.