2014 phillyForce keynote

CRM In the Information Age

Michael Fauscette Group VP, WW Enterprise Software Research

@mfauscette


Transactions

Sales Force Automation Marketing Automation Customer Service

Decisions Relationships

Customer Relationship Management


Transactions

Sales Force Automation Marketing Automation Customer Service

Decisions Relationships

Customer Relationship Management Customer Managed Relationships

The Information Revolution

Economic changes

Technology changes

Social Changes

Copyright 2013 IDC

Expectations

Copyright 2013 IDC

And…

8

Information is “out of the barn”

Explosion of Technology – Mobile, Social, Cloud, Analytics

Consumerization

“Telling” isn’t Credible

Cold Calling is Impossible

CRM

§  Customer Experience

§  Community and Content

§  The Mess that is Digital Marketing

§  Service / Sales / Marketing being redefined by 3rd Platform Technologies (Mobile, Social, Cloud, Big Data/analytics and IoT)

Copyright 2013 IDC 9

Applications to Enable Experiences

Customer Experience Management (CXM)

Employee Experience Management (EXM)

Partner Experience Management (PXM)

ESN

and

Inno

vatio

n M

anag

emen

t

Dig

ital C

omm

erce

Soci

alyt

ics

Cloud

Mobile

10

Communities

11


Sales and Marketing

Conversation based on mutual need and trust

Copyright 2013 IDC

Copyright 2013 IDC

Circle of Trust

Optimized for the “quote”

Optimized for building trust / creating value

Copyright 2013 IDC

Sales Marketing Service Engagement

Move from “automation” to orchestration

IDC’s 2014 Marketing Technology Map v1.0 = 78 categories

19

Moni- toring

Pub- lishing

Content Mktg

Platforms

Mobile Apps

Ad Buy Optimization

Off Line Ad Mgmt

Display Ad Mgmt

Location Based

Mobile Ads Other

Mobile Retargeting

Search Ad Mgmt

Web Content Mgmt (WCM) Mobile Web SEO

Chat Social Login/ Sharing

Community Mgmt

On Line Video

Platforms

Customer Portals

Search Content

Mktg Platforms

Recom-mendation Engines

Tag Mgmt

Personal-ization

Web Retar-geting

Web Ads

Other

Social Ad Mgmt

Search Ad Mgmt

On Line Video Ads

Web Display

Ad Mgmt

Clientelling eCommerce Platforms

Merchan-dising

Social Commerce

Real Time Offers

On Line Catalogs

Mobile POS

Integrated Mktg

Mgmt Mobile Apps Email Mktg

Tele-marketing Direct Mail SMS/

Text

Online

On Site

AR/PR Mgmt

Loyalty/ Gamifi-cation

Direct Sales

Tools & Portals

Partner Relation-

ship Mgmt

Monitoring

Publishing

Digital Publishing

Graphic & Web Design

A/V Authoring

Tools

Diagram- ming

Office Apps Surveys

Cat/ Cluster Engines

Lang Analysis

Q&A Engines

Digital Asset Mgmt (DAM)

Doc Mgmt Market Intell

Mktg Dataware-

house

Data Mgmt

Web Analytics

Social Media

Analytics

Predictive Analytics

Segment-ation

Reporting/BI MRM

Budget/ Plan/ Track

Web Confer-encing

Team Collabor-

ation

Project Mgmt

Instant Commun-ications

Ent Social

Networks

Email Apps

Rich Media Search Text Analytics

Competitive Intell

Customer Intell

Enblmnt Social Mktg Other Events Direct Mktg Digital Commerce

Portals CMS

Content Search and Analytics

Authoring and Publishing Website Mgmt

Web Ads

Mobile Ads Advertising

Other Ads

Mktg Data Mgmt Analytics MRM Collaborative Apps

Interaction Content

Data and Analytics Mgmt and Admin

Listening

Content Creation

Content Curation

Identify "Events"

Support Purchase Process

Support Ongoing

Relationship

Customer Community

Inbound Marketing

Community

CX Modeling - Buying

Copyright 2013 IDC

Need Brand Awareness

Education Evaluation

Decision Purchase Advocate

Connected Experiences

22

Customer Service Redefined


Customer Experience Model

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Want or

Need

Personal Network

Brand Awareness

Evaluation / Education

Decision

purchase

Customer Community

Advocate

Customer Service

customer

Michael Fausce,e Group Vice President So7ware Business Solu:ons mfausce,[email protected] @mfausce,e about.me/mfausce,e

Thank You

Blog: www.mfauscette.com IDC Social Business Blog https://idc-insights-community.com/groups/it_agenda/social-business

2014 phillyForce keynote

Technology

Transcript of 2014 phillyForce keynote