Gartner Customer Strategies & Technologies Summit 2014€¦ · customer and effective...

Visit www.gartnerevent.com/eu/crmbrochure or call +44 20 8879 2430 1

Gartner Customer Strategies & Technologies Summit 201428 – 29 April | London, UK | www.gartnerevent.com/eu/crmbrochure

Thriving in the Digital Age: Elevated Experiences, Interactions and Analytics

hOT TOPICS

CRM Strategy

Single View and Customer Analytics

Social and Mobile CRM

Customer Experience Management

SAVE €300Register by 28 February 2014 by visiting www.gartnerevent.com/eu/crmbrochure

A revolution in customer thinking is upon us. The much maligned CRM acronym will finally begin to live up to the aspirations bestowed upon it over a decade ago. Customer centricity is coming of age. Driven by major shifts in how customers think, act and communicate, how successful organizations manage their customer relationships will never be the same.

The impact of moving to a “digital world” where information is everywhere and customers can engage whenever and wherever they like should not be underestimated. A new strategy is needed. The 2014 Customer Strategies and Technologies Summit will unravel this complexity, providing guidance to help organizations grow through digital participation and elevated customer engagement.

Discover how to:

•Avoidcostlymistakesandgetabetterreturnfromsales,marketingandcustomerserviceprocesses

•Leveragethebenefitsofspeedandsimplicitythat“digital”hastooffer

•Addintelligenceandcontexttoeveryinteractionthroughadvancednextgenerationanalytics

•Increasecustomeradvocacythroughelevatedcustomerexperiences

•Buildtheseeminglyimpossiblesingleviewofthecustomerthatalsoembraces“BigData”

Thriving in the Digital Age: Elevated Experiences, Interactions and Analytics

Keynote address Jim Davies at the 2013 Summit


Tracks

A Overcoming Obstacles (The “Foundational” track) To succeed at CRM requires more than just buying some CRM software. Numerous obstacles need to be overcome such as gaining executive support, developing a clear vision and strategy, and cultural and interdepartmentalresistance.Inthistrackwewillhighlighthowtotacklethese fundamental hurdles as well as more technology related topics such as picking the right solution architecture, quantifying the benefit and lowering the risk of technology investment and how to successfully negotiate with CRM vendors.

B Delivering Digital As we enter the “digital age” organizations have the opportunity to connect with their customers more frequently and more intimately than ever before. Developing a digital business strategy that embraces social and mobile interactions is no longer optional. Existing approaches to ecommerce and selfserviceneedtoberefreshed.Inthistrackwealsoexploretheoverallimpact of Digital on the CEO and their leadership plans, which increasingly includes the recruitment of a chief digital officer.

C Optimizing Interactions Each and every interaction with a customer is an opportunity to further customer engagement. To do so requires effective marketing, sales and customer service processes enabled by advanced next generation CRM solutions. This track will focus on helping organizations take their CRM project to the next level. Specific topics include building a customer engagement centre, driving sales effectiveness, adopting an integrated approach to marketing, intelligent business process management and social interaction best practices.

D Differentiating Experiences Delivering a superior customer experience is being increasingly viewed as a means of not just providing competitive differentiation, but also securingbusinesssuccess.Itssystematicimprovement,fuelledbyongoingfeedback, separates the winners from losers. Topics in this track will focus on how to design, deliver and systematically improve the customer experience. Key drill down areas that cascade from the opening customer experience management scenario presentation include process redesign, cross channel consistency, the digital user experience, voice of the customer and effective personalization.

E Mastering Data The Holy Grail for most European organizations is to have a single view of the customer, based on high quality data that is increasingly being defined as “big”. With this in place a next-generation customer analytics strategy can accelerate CRM success. This track tackles master data management, big data, data ethics and data quality head-on to ensure organizations cangetatrustedviewofthecustomeracrossalldepartments.Itthenprogresses to describe how to plan your customer analytic strategy, how to select the right analysis to reach your business goals and wraps up by exploring the rise of personal analytics.

ThiseventtargetsbothbusinessandITtitles, including:

• HeadsofCustomerExperience

• HeadsofCustomerStrategy

• HeadsofCustomerIntelligence

• ChiefCustomerOfficers

• CIOsandITLeadersinvolvedinCustomer Technologies

• CRMProjectManagers

• EnterpriseandSolutionArchitects

• CMOsandMarketingManagers

• SalesExecutivesandManagers

• CustomerServiceExecutivesandManagers

• ContactCenterManagers

• BusinessAnalysts

Who should attend?

BeyondGartnerinsights,learnfirsthandlessons from 5 practitioners on their real world initiatives. What approach did they choose? What worked? What challenges did they face, and how did they address them? Case studies will include:

A Practitioner’s Guide to Becoming a Social Business

Bian Salis, Social CRM Expert (formerly BT and BSkyB)

Aligning Sales, Marketing and Automation to Drive Revenue Growth

Dr Kim Yeatman, Director Marketing Operations and Analytics, Thomson Reuters

Case studies

4 Gartner Customer Strategies & Technologies Summit 2014

Agenda at a Glance

08:00 – 20:00 Registration,InformationandRefreshments

08:00 – 08:45 Tutorial: Getting to Know Gartner and Meet the Analysts Kimberly Collins

09:00 – 10:00 Gartner Opening Keynote: The Digital Industrial Revolution, Your Customers and You Mark Raskino

10:00 – 10:45 RefreshmentBreakintheSolutionShowcase Tutorial:60SecondsorBust:SponsorSnapshot Moderator: David Kohler

10:45 – 11:15 PanelDiscussion Moderators: Jim Davies and Ed Thompson

11:15 – 12:15 Guest Keynote: Reality and Myths of Doing Business in a Digital World Professor Jamie Anderson

12:15 – 13:30 LunchintheSolutionShowcase

TRACK A

Overcoming Obstacles

TRACK B

Delivering Digital

TRACK C

Optimizing Interactions

TRACK D

Differentiating Experiences

TRACK E

Mastering Data

WORKShOPS

Interactive Sessions

13:30 – 14:15 A Clear Vision And Strategy: The Key to CRM Success Scott Nelson

How CEOs are Driving the Digital BusinessImperative Mark Raskino

BuildingaCustomerEngagementCenter That Wows Customers Michael Maoz

Customer Experience Scenario: The Magnificent Seven Ed Thompson

InformationisaBusinessIssue:How MDM Can Drive Customer Relationship Management Saul Judah

13:30 – 15:00Analytics is the Answer, What was the Question? Gareth Herschel

14:30 – 15:00 SolutionProviderSessions

15:00 – 15:30 RefreshmentBreakintheSolutionShowcase 15:00 – 15:25 PeerExchange

15:30 – 16:15 Case Study CaseStudy:APractitioner’sGuidetoBecomingaSocialBusinessBian Salins, Social CRM expert

Case Study: Aligning Sales, Marketing and Automation to Drive Revenue Growth Dr Kim Yeatman, Thomson Reuters

Case Study Case Study 15:30 – 17:00DevelopingYourInformationManagement Strategy Saul Judah

16:30 – 17:15 Change Management : The Hidden Key to CRM Scott Nelson

UsingMobilitytoCreateInnovativeRelationships,InteractionsandServices Nick Jones

DrivingImprovedCustomerEngagementThroughIntegratedMarketing Kimberly Collins

ListentotheVoiceoftheCustomer:NowLouderthanEver Jim Davies

PlanningYourThreeDimensionalCustomer Analytics Strategy Gareth Herschel

17:30 – 18:00 TothePoint:Walkingthe3-DTightrope:BalancingApplicationArchitecturewithBusinessObjectives Chris Fletcher

TothePoint:EssentialDigitalMarketingBestPractices Adam Sarner

TothePoint:Best(andWorst)PracticesinSocialCustomerEngagement Jenny Sussin

TothePoint:MobileandSocialUserExperienceDesignBestPractices Gene Phifer

TothePoint:IsYourCustomerDataQuality Any Good? Using Metrics to ImproveCustomerDataQuality Saul Judah

18:00 – 20:00 Networking Reception in the Solution Showcase

07:30 Registration,InformationandRefreshments

08:00 – 08:45 PeerExchange

09:00 – 09:45 Gartner Keynote: Taming the Digital Dragon: Implications of The 2014 CIO Agenda For Customer Strategies Dave Aron


10:15 – 11:00 BestPracticesforNegotiatingwithMicrosoft, Oracle, Salesforce.com andSAP Alexa Bona

AStepbyStepProgramtoDeliverMultichannel Commerce to your Customers David Kohler

Sales Effectiveness — Removing FrictionatEveryPointoftheSalesCycle Chris Fletcher

Act as One: How to Deliver an Outstanding Multichannel Customer Experience Gene Alvarez

Ethics at the Center of Nexus of Forces Frank Buytendijk

10:15 – 11:45BuildingtheBusinessCaseforCRMInitiatives Michael Smith


12:00 – 12:30 TothePoint:ExecutingonaPanEuropeanCRMTechnologyStrategy: An eCommerce Example David Kohler

TothePoint:BetterthanHumans:How Customer Self Service Can RevolutionizeYourBusiness Michael Maoz

TothePoint:TheIncreasingImportanceofManagingMarketingResources in the Digital Age Kimberly Collins

TothePoint:FromOuttoIn:CustomerProcessRedesign Ed Thompson

TothePoint:QuantifiedSelfandtheRiseofPersonalAnalytics Gareth Herschel

12:30 – 13:30 LunchintheSolutionShowcase 12:30 – 12:55 PeerExchange

13:30 – 14:15 CRM: Making the Case to Those Who Control The Funds Gene Alvarez

Exploring the Chief Digital Officer Role Dave Aron

Optimize Your Customer InteractionswithIntelligentBusinessOperations John Dixon

PersonalizetheCustomerExperiencetoBoostSatisfaction,Loyalty,AdvocacyandProfit Jim Davies

ChoosingtheBestAnalysistoReach Your Goal Gareth Herschel

13:30 – 15:00Creating a CRM Stategy That Works Scott Nelson

14:30 – 15:15 QuantifytheBenefitandLowertheRiskofCRMInvestments Michael Smith

Social for CRM: The Next Five Years Jenny Sussin

Multichannel Campaign Management: Optimizing Marketing Interactions Adam Sarner

DesignaBetterDigitalCustomerExperience Gene Phifer

BigDataStrategyEssentials Frank Buytendijk


15:45 – 16:30 Closing Guest Keynote: Changing Relationship Management — If Not You, Then Who? Jim Lawless, Expert on Personal Development, Leadership and Change

16:30 – 16:35 Closing Remarks Jim Davies

Mon

day

28APRIL2014

Tues

day

29APRIL2014

At the Summit, please refer to the agenda in the event guide provided, for the most up to date session and location information




A Clear Vision And Strategy: The Key to CRM Success Scott Nelson


Change Management : The Hidden Key to CRM Scott Nelson






Agenda correct as of 7 January 2014

08:00 – 20:00 Registration,InformationandRefreshments

08:00 – 08:45 Tutorial: Getting to Know Gartner and Meet the Analysts Kimberly Collins

09:00 – 10:00 Gartner Opening Keynote: The Digital Industrial Revolution, Your Customers and You Mark Raskino

10:00 – 10:45 RefreshmentBreakintheSolutionShowcase Tutorial:60SecondsorBust:SponsorSnapshot Moderator: David Kohler

10:45 – 11:15 PanelDiscussion Moderators: Jim Davies and Ed Thompson

11:15 – 12:15 Guest Keynote: Reality and Myths of Doing Business in a Digital World Professor Jamie Anderson

12:15 – 13:30 LunchintheSolutionShowcase

TRACK A

Overcoming Obstacles

TRACK B

Delivering Digital

TRACK C

Optimizing Interactions

TRACK D

Differentiating Experiences

TRACK E

Mastering Data

WORKShOPS

Interactive Sessions

13:30 – 14:15 A Clear Vision And Strategy: The Key to CRM Success Scott Nelson

How CEOs are Driving the Digital BusinessImperative Mark Raskino

BuildingaCustomerEngagementCenter That Wows Customers Michael Maoz


InformationisaBusinessIssue:How MDM Can Drive Customer Relationship Management Saul Judah

13:30 – 15:00Analytics is the Answer, What was the Question? Gareth Herschel



15:30 – 16:15 Case Study CaseStudy:APractitioner’sGuidetoBecomingaSocialBusinessBian Salins, Social CRM expert

Case Study: Aligning Sales, Marketing and Automation to Drive Revenue Growth Dr Kim Yeatman, Thomson Reuters

Case Study Case Study 15:30 – 17:00DevelopingYourInformationManagement Strategy Saul Judah

16:30 – 17:15 Change Management : The Hidden Key to CRM Scott Nelson


DrivingImprovedCustomerEngagementThroughIntegratedMarketing Kimberly Collins

ListentotheVoiceoftheCustomer:NowLouderthanEver Jim Davies

PlanningYourThreeDimensionalCustomer Analytics Strategy Gareth Herschel

17:30 – 18:00 TothePoint:Walkingthe3-DTightrope:BalancingApplicationArchitecturewithBusinessObjectives Chris Fletcher

TothePoint:EssentialDigitalMarketingBestPractices Adam Sarner


TothePoint:MobileandSocialUserExperienceDesignBestPractices Gene Phifer

TothePoint:IsYourCustomerDataQuality Any Good? Using Metrics to ImproveCustomerDataQuality Saul Judah

18:00 – 20:00 Networking Reception in the Solution Showcase

07:30 Registration,InformationandRefreshments

08:00 – 08:45 PeerExchange

09:00 – 09:45 Gartner Keynote: Taming the Digital Dragon: Implications of The 2014 CIO Agenda For Customer Strategies Dave Aron


10:15 – 11:00 BestPracticesforNegotiatingwithMicrosoft, Oracle, Salesforce.com andSAP Alexa Bona

AStepbyStepProgramtoDeliverMultichannel Commerce to your Customers David Kohler

Sales Effectiveness — Removing FrictionatEveryPointoftheSalesCycle Chris Fletcher


Ethics at the Center of Nexus of Forces Frank Buytendijk

10:15 – 11:45BuildingtheBusinessCaseforCRMInitiatives Michael Smith


12:00 – 12:30 TothePoint:ExecutingonaPanEuropeanCRMTechnologyStrategy: An eCommerce Example David Kohler


TothePoint:TheIncreasingImportanceofManagingMarketingResources in the Digital Age Kimberly Collins

TothePoint:FromOuttoIn:CustomerProcessRedesign Ed Thompson

TothePoint:QuantifiedSelfandtheRiseofPersonalAnalytics Gareth Herschel

12:30 – 13:30 LunchintheSolutionShowcase 12:30 – 12:55 PeerExchange

13:30 – 14:15 CRM: Making the Case to Those Who Control The Funds Gene Alvarez

Exploring the Chief Digital Officer Role Dave Aron


PersonalizetheCustomerExperiencetoBoostSatisfaction,Loyalty,AdvocacyandProfit Jim Davies


13:30 – 15:00Creating a CRM Stategy That Works Scott Nelson

14:30 – 15:15 QuantifytheBenefitandLowertheRiskofCRMInvestments Michael Smith


Multichannel Campaign Management: Optimizing Marketing Interactions Adam Sarner


BigDataStrategyEssentials Frank Buytendijk


15:45 – 16:30 Closing Guest Keynote: Changing Relationship Management — If Not You, Then Who? Jim Lawless, Expert on Personal Development, Leadership and Change

16:30 – 16:35 Closing Remarks Jim Davies

Keynote Sessions

Gartner Opening Keynote: The Digital Industrial Revolution, Your Customers and You

Over the coming decade every industry will be digitally remastered. What happened to Kodak and Blockbusterwillhappeninyourindustrytoo.Productsand services will be changed in completely new ways, sometimes bordering on science fiction — creating

opportunitiesfordeepdisruptionstomarkets.Inthisdigitalindustrialrevolution, superficial pseudo-loyalty marketing will do more harm than good. Deep understanding of unmet customer needs will be the key to success.

Mark Raskino

Guest Keynote: Reality and Myths of Doing Business in a Digital World

There has been a lot of hype about the business impactofconsumers’adoptionofdigitalnetworkedtechnologies — especially peer-to-peer platforms, social media sites, tablet computers and smart-phones.Buthastheongoingevolutionoftechnology,

andthewaythatconsumers’interactwithit,trulychangedtheworldofCRM?InthisKeynote,ProfessorJamieAndersonwilldiscusstherealityand myths of doing business in a digital world. Using examples from popular culture, he will show how emerging technologies have brought about profound changes in the way that businesses can engage with customersandhowmulti-platformstrategiescanintegratethe4E’sofExcitement, Emotions, Exclusivity and e-Commerce.

Professor Jamie Anderson

Gartner Keynote: Taming the Digital Dragon: Implications of The 2014 CIO Agenda for Customer Strategies

2013wastheendoftheseconderaofenterpriseIT,which was focused on internal business processes and industrializationofIT.2014isthestartofanewera,focused on digital innovation and external customers. This keynote examines how businesses should evolve

their approach to information and technology in order to win.

Dave Aron

Closing Guest Keynote: Changing Relationship Management — If Not You, Then Who?

CRM professionals are required to be innovators, executors, persuaders, leaders, early adopters, visionaries and excellent communicators at all levels. Now is the moment for you to accelerate in a discipline movingatlightningspeed.MissionImpossible?Maybe

not. Get priceless, practical insight into jumping the barriers that hold usbackmorethananyother—ourselvesandourdeepestfears.LearnfromJim’spersonalexperiencesofundergoing“impossible”changetwice to prove that his principles work. Once in becoming a jockey just 12 months after sitting on a horse for the first time. And once by becomingthefirstBritontodivepast100mundertheseaasinglebreath.

Jim Lawless, Expert on Personal Development, Leadership and Change

15:30 – 17:00DevelopingYourInformationManagement Strategy Saul Judah


Conference Chair’s Choice

6 Gartner Customer Strategies & Technologies Summit 2014

Meet the Analysts

Scott NelsonManaging VP

Michael MaozVP, Distinguished Analyst

Gene PhiferVP, Distinguished Analyst

CRM strategy; CRM visioning; social media strategy and CRM; CRM and broader application strategy

Customer service strategies; customer service CRM multi-channel applications; SaaS/On Demand CRM applications; social networking; CRM strategies; eCustomer and mobile CRM

Web computing; portals; mobile web; digital experience technologies; cloud computing; user experience

Nick JonesVP, Distinguished Analyst

David KohlerResearch Director

Saul JudahResearch Director

Mobile business and technology; mobile trends; mobile innovation; mobile strategy; mobile app development and testing

Multichannel e-commerce/digital commerce management: vision, strategy and organization; platforms, providers and ecosystems; technology, trends and business models

Master data management (MDM); data governance; data quality; information strategy and risk

Gareth HerschelResearch Director

Chris FletcherResearch Director

John DixonManaging VP

Customer segmentation; predictive analytics; real-time recommendations; CRM metrics and performance management

eCommerce; lead management; payment and subscription management

Business process management (BPM); BPM roles, methodologies, and metrics

Jim DaviesResearch Director

Kim CollinsResearch VP

Frank BuytendijkResearch VP

Voice of the customer; enterprise feedback management; contact center workforce optimization; customer experience management; customer service and support

Marketing resource management; integrated or enterprise marketing management; marketing performance management

Information management strategies; big data and analytics; information innovation

Gene AlvarezVP, Distinguished Analyst

Alexa BonaVP, Distinguished Analyst

Dave AronVP and Gartner Fellow

E-commerce; social commerce; mobile commerce; CRM strategy and vision; configure, price and quote

Trends in software licensing; pricing and maintenance impacting CRM costs; SaaS and cloud contracting for CRM; negotiating with Salesforce.com, Microsoft, Oracle and SAP

Digital business strategy; IT strategy; business model innovation; CIO agenda

Ed ThompsonVP, Distinguished Analyst

Adam SarnerResearch VP

Mark RaskinoVP and Gartner Fellow

Michael SmithVP, Distinguished Analyst

Jenny SussinPrincipal Research Analyst

Customer experience management; CRM strategy and implementation; CRM deployments in Europe; enterprise feedback management; CRM vendors

Digital marketing; multi-channel campaign management; marketing resource management; integrated marketing management; loyalty management; lead management; social for CRM

Executive leadership; innovation; emerging trends impact on business and IT strategy

Business performance frameworks and methodologies; metrics and business case

Social for CRM, social media strategies, social networking and customer communities


Solution ShowcaseDevelop a “shortlist” of technology providers who can meet your particular needs. Weofferyouexclusiveaccesstosomeoftheworld’sleadingtechnologyandservicesolution providers in a variety of settings.

SDL allows companies to optimize customers’ experiences across the buyer journey. Using web content management, analytics, social intelligence, campaign management and translation services, SDL helps organizations leverage data-driven insights to understand their customers’ wants, orchestrate relevant content and deliver contextual experiences across languages, cultures, channels and devices. With over 1,500 customers, over 400 partners and a global infrastructure of 70 offices in 38 countries SDL impacts 72 of the top 100 brands.

www.sdl.com

SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. Engage customers with personalized, differentiated experiences across all channels, using SAP 360 Customer powered by SAP HANA — our cutting-edge customer relationship management (CRM) software. Tap into complete, real-time customer insights including social media sentiment. Improve your sales, service, and marketing effectiveness. And take advantage of in-memory analytics, predictive capabilities, mobile, and more.

www.sap.com

Infor is a provider of business software, helping 70,000 customers improve operations and drive growth offering deep industry-specific applications, using ground-breaking technology that delivers a rich user experience.

www.infor.com/solutions/crm

Marketo provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships.

www.marketo.com

Pitney Bowes offers CCM solutions to help organizations manage their customers through the lifecycle from acquisition through conversion, serving, up selling/cross selling to retention, reconnection and win back.

www.pitneybowes.com

Zoho offers a comprehensive suite of online productivity, collaboration and business applications for businesses of all sizes. Over nine million users rely on Zoho apps.

www.zoho.com

KANA’s customer service solutions have reduced handling times, increased resolution rates and improved net promoter scores at some of the world’s best known organisations.

www.kana.com

Global software innovator ISIS Papyrus offers the Papyrus Platform for fully integrated inbound and outbound customer communications, document management and adaptive process in enterprise customer operations.

www.isis-papyrus.com

Premier sponsors

Silver sponsors

Intershop is an e-commerce pioneer. For more than two decades we have helped companies stay ahead of changing customer behavior through innovation. Our omni-channel commerce solutions have enabled companies worldwide to leverage organizational complexities to generate greater revenue, expand their sales channels, reduce operating costs, and grow their top and bottom lines.

www.intershop.com

Oracle Customer Experience (CX) is a complete set of best-in-class, integrated solutions that encompass the entire customer journey. Throughout the customer lifecycle, across all channels and devices, Oracle helps you break down organizational barriers so you can connect engagements, build advocacy, and grow revenue.

www.oracle.com/cx

Verint® is a global leader in Actionable Intelligence® solutions and services. Over 10,000 organizations in 150 countries use our solutions to improve enterprise performance and make the world a safer place. Verint is headquartered in Melville, NY, with 3,100 dedicated professionals worldwide and a global partner network.

www.verint.com

Platinum sponsors

Media partners

Sponsorship opportunities

For further information about sponsoring this event:

Telephone: +44 1784 267456

Email: [email protected]

• Over25brandnewsessionsneverpresented at this event, and updated foundational sessions

• New Gartner research on hot topics such as customer experience management, digital innovation, and organizational alignment

• New analysts including experts in information management, BPM, mobile, and executive leadership

• Moredetailedinsightontheimpact of digital on customer relationships and what to do about it

• Increasedfocusondata — and how to tame it. A major obstacle for organizations in Europe

• Changeoftrackstomoveawayfromfunctional siloes and instead focus on business issues that cut across the organization

• New“PeerExchange”sessionsthathelp attendees share ideas with peers on specific issues

Gartner Customer Strategies & Technologies Summit 201428 – 29 April 2014 | London, UK www.gartnerevent.com/eu/crmbrochure

©2013Gartner,Inc.and/oritsaffiliates.Allrightsreserved.GartnerisaregisteredtrademarkofGartner,Inc.oritsaffiliates.Formoreinformation,[email protected].

What’s new in 2014?

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Gartner Customer Strategies & Technologies Summit 2014€¦ · customer and effective...

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