Totango and OVUM present: Beyond CRM

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

Beyond CRM –The Customer-Adaptive Enterprise

Carter LusherResearch Fellow andChief Analyst: Enterprise Applications Ecosystem


Carter Lusher, Research Fellow &Chief Analyst for the Enterprise Applications Ecosystem

Enterprise IT manager and Gartner client

Analyst at Gartner

Charter class of Research Fellows

Twice a Gartner Analyst of the Year

Co-founder of SageCircle “analyst of the analysts”

Executive at Hewlett-Packard

Ovum

Research Fellow

Chief Analyst: Enterprise Applications Ecosystem

Executive

Contacts

[email protected]

650-274-8309

www.twitter.com/CarterLusher

www.linkedin.com/in/CarterLusher

mailto:[email protected]

http://www.twitter.com/CarterLusher

http://www.linkedin.com/in/CarterLusher


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


Public debate colors

expectations

Disruption changes customer expectations

Apple’sSiri

http://www.bgpl.lib.in.us/Portals/0/facebook-logo.jpg

http://www.amazon.com/gp/customer-media/product-gallery/B0013FRNKG/ref=cm_ciu_pdp_images_0?ie=UTF8&index=0


“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.

Innovation drives customer expectations


Consequence – traditional CRM has run its course

Traditional

Customer

Relationship

Management

XXXXXX


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

LeadershipVision

&Values

People

Missioncritical coreprocesses

Adaptiveenterprise

architecture

Integratedenterprise

applications

OptimisedEcosystem

Create a customer adaptive enterpriseto maintain and increase our relevance to the customers we hope to retain, develop and gain

KPIs to trackNPS, LTV,

Innovation index

Set thecontext

core values to guidedecision making

a customerfocusedvision

optimized tocreate and deliver

customer value

support missioncritical coreprocesses

multi-channeloptimised for

customerexperience

end-to-end

empoweredwillingness to

experimentfocused onoutcomes

collaborativeoptimisedworkforce

optimisedownedseamless

enterprisenervous system

future proofand adaptive

data managedfor reliability

integrated nothard-wired

see OvumReports/

Knowledge Center

includesenterprise social &collaborative tools

includes powerfulclosed-loop

scanning capabilities

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

Adaptive Enterprise Architecture

ecosystem of valuecreation & delivery

providers

the orchestratedcapabilities of the

enterprise to createand deliver

customer valuedriven by insights

into the customer'scontext

ecosystem ofcustomers

Enterprise nervous system - real-time Business & Customer Intelligence analytics

Ecosystemcollaboration

tools

Enterprise social& collaboration

tools

Workforceoptimization &

deployment tools

Customer interactionmgt & decisionsupport tools

Customer/employeeFeedback Mgt tools

ERP Finance CRM Multi-channel multi-devicecommunications tools

support applications e.g. HR, FM + industry specific R&D/CAD/POS/kiosks etc

watching brief

OvumTransformational CRM focus

enterprise applications & supporting technologies & 'next' practicesexamples below

example supporting applications

IT Infrastructure - including effective use of 'big data'

E-commerce

Diagnostics &benchmarking

Trends On The Radar M&A activities Architecture& new technologies


Adding new capabilities while integrating existing apps

Adaptive Enterprise Architecture

ecosystem of valuecreation & delivery

providers

the orchestratedcapabilities of the

enterprise to createand deliver

customer valuedriven by insights

into the customer'scontext

ecosystem ofcustomers

Enterprise nervous system - real-time Business & Customer Intelligence analytics

Ecosystemcollaboration

tools

Enterprise social& collaboration

tools

Workforceoptimization &

deployment tools

Customer interactionmgt & decisionsupport tools

Customer/employeeFeedback Mgt tools

ERP Finance CRM Multi-channel multi-devicecommunications tools

support applications e.g. HR, FM + industry specific R&D/CAD/POS/kiosks etc

watching brief

OvumTransformational CRM focus

enterprise applications & supporting technologies & 'next' practicesexamples below

example supporting applications

IT Infrastructure - including effective use of 'big data'

E-commerce

Diagnostics &benchmarking

Trends On The Radar M&A activities Architecture& new technologies


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

William GibsonScience 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

Ovum On the Radar: Totango

Driving customer engagement by finding the signal in the noise

Reference Code: IT015001763

Publication Date: 31 Aug 2012

Author: Carter Lusher

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

Increase conversion of freemium to paid customers

Drive trial users to become paid customers

Ensure usage to make certain subscription renewals

Promote behavior changes that benefit the company


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

FinancialServices

Telecoms • Big data in healthcare, from genomics to RFID

• Mobilizing healthcare• Security, identity & access to healthcare• Life sciences applications migrate to the

cloud • Unlocking the potential of emerging

markets

Energy &Utilities

• Mobile applications and communications for utilities

• Smart grids and smart oilfields

• Renewable energy: planning & controlling distributed generation

• IT in the age of unconventional fuels

• Oilfield communications poised for change

Government & Public Sector

• Sourcing and managing ICT in the public sector

• The frontiers of ICT-enabled innovation in public services

• The smart city as a catalyst for transforming economies, urban environments and public services

Retail Banking• Creating the modern banking

platform• Delivering innovation in payments• Securing the retail bank • Enhancing customer experience in

the digital channel ageInsurance• Making better decisions through

analytics• Optimizing insurance core

administration• Strengthening channel

managementFinancial Markets• Managing risk and regulation after

Dodd-Frank and Basel III• Creating a multi-asset trading

platform• Buy-side technology: enabling

client growth

• Telcos connect the dots to turn data into insight

• Can IT vendors push telcos into to the cloud?

• Customer Experience Management: telcos’ new frontier

Media &Broadcast

Education

• Big data, small data, and everything in between

• Next-generation online learning & transformation

• Slaying the BYOD & the student experience dragons

• Managing the migration from linear to hybrid linear & on-demand operations

• Rights & royalties management systems• Social media exploitation strategies & tools for

media• CRM and e-commerce for broadcast• Digital Asset Management for broadcast &

publishing

Managing enterprise risk, security and compliance

Exploiting information for business insight

Succeeding in a mobile and

connected world

Modernizing ICT and

operational platforms

Transforming service

delivery

Ovum IT Research Agenda

2013

Building the customeradaptive enterprise

Promoting ICT-enabled business innovation


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

http://bit.ly/PAppts