Ed Thompson
Our world-class, objective insight is drawn from thousands of daily client interactions
10,000 Client Enterprises
100,000 IT End-User Inquiries
60,000 Clients
5,500 Benchmarks
60+ Conferences
3,700 CIOs
2009 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates.
Start 2010
1. Retaining customers and enhancing existing relationships 2. Maintaining competitive advantage 3. Attracting new customers 4. Attracting and retaining skilled workers/talent 5. Reducing costs via better efficiency
Attracting and retaining new customers Creating new products or services (innovation) Targeting customers and markets more effectively Expanding current customer relation ships
Total Enterprise Software Revenue by Subsegment, 2008-2013 (Millions of U.S. Dollars) 4Q09 Update
Key Issues
Which technology trends will dominate and shape the CRM application environment to 2013? How will the CRM application vendor landscape evolve in response to the new architectures and technologies?
Enterprise Suite
Provide an integrated suite from a single platform Integrated CRM and ERP processes. "best practice" Imposed data model covering CRM and ERP Finance, CIO, boardroom CDC Software, Epicor, IFS, Infor, Oracle, Sage, SAP
Model-driven Application
Part control architecture, differentiate processes Re-express own processes Rules engine, repeatable Imposed data model CRM and ERP IT architects, process experts Oracle Fusion/AIA, SAP/ Netweaver
Model-driven Framework
Control own architecture, differentiate processes Re-express own processes Rules engine, repeatable Designed to fit established data model(s) IT architects, business users Portrait, Chordiant, Sword Ciboodle, Pegasystems
Process
Customer Service
Social CRM / community SaaS CSS Web self-service Knowledge management for service resolution Feedback management Real time decisioning Workforce optimization Multichannel Service BPM Webchat for service Contact center outsourcing Composite service desktop Text mining VOIP and Presence Business Process Mgmt
Marketing
Digital marketing Social media and reputation marketing Loyalty management Lead management Marketing perf. measurement Predictive analytics Marketing resource mgmt Inbound marketing
Anonymous personas marketin Partner, distributed and field marketing Web analytics & Advert mgmt Event-triggered marketing Mobile marketing WOA Customer-Centric Web
Cross-CRM
Cloud computing Web 2.0 Networking, voice and data communications Business Intelligence (BI) Mobile Technologies
Customer Data
Enterprise Firewall Browse and Search Products Product SaaS ERP On-Premises Best-of-Breed on-Premises Custom Application (one-way data integration)
Quoting
Performance Management
Sales Configuration
Order Management
Account Receivables
Analytic Applications
(Stand-alone and Embedded in Business Process Application)
"Producers" (Analysts)
Analytic Processes
BI Capabilities
(Platform/Tools and Embedded in Analytic Application)
"Enablers" (IT)
5. Smartphones:
Campaign Management
Ro le
Gamer
Campaign
"Intrusive"
Photobucket.com Rainbowcheeseburger
Event-Driven
CustomerTriggered Customer- Leveraging Inbound Initiated "Appropriate" "Convenient"
Key Issues
Which technology trends will dominate and shape the CRM application environment to 2013? How will the CRM application vendor landscape evolve in response to the new architectures and technologies?
1999
2002
Megasuite Vendors
2010
Megasuite Vendors No-Man's Land
Breadth
L L Depth H L
Focused Vendors
Ecosystem
Depth
Depth
Megavendors continue to extend their functional footprints into the "front office" End-to-end process integration being their differentiator Analytics, performance management, compliance being their lead reason to buy
Sales Marketing
Customer Service
Web Storefront Mobile Device Storefront Catalog Pricing Inventory Sales Partner Mgmt. Product Review Surveys User Experience Surveys
E-Commerce
Cross-Functional Customer Analytics (Web Analytics, Customer Value Analysis, Customer Data Mining, Real-Time Decisioning, Text Analytics, Speech Analytics, Survey Analytics) Marketing Analytics (MPM, Marketing Optimization Software and Service Providers) Sales Analytics (Sales Performance Management, Price Optimization and Management, Sales ICM Software, Territory Management Software) Service Analytics (Contact Center Performance Mgmt., Interaction Analytics)
2009 2008 Advizor Solutions Sales Cloud9 Analytics Aggregate Knowledge Digby CVent Makana Solutions EveryScape Silent Edge The Fizzback Group Marketing and Analytics GetAbby dna13 LandSonar MuseWorx Lemonade Pontis Orchestra Networks Visible Measures Saepio Technologies Customer Service SalesCentric NexJ Systems SupportSpace Helpstream TopQuadrant Reimage Vitrium Systems Vi-Clone Xmonic Ydilo Zoomix
2010 Sales Artesian Solutions JigSaw Prolifiq Marketing and Analytics Thunderhead Balihoo Nextstage Evolution Starbucks Amazon iPhone app. Customer Service Transera QuickSeach The SelfService Company Synthetix
Fresh Ideas
What do to now? If you are in IT, undertake a skills audit: Who in your department has the requisite skills to capitalize on the 5 CRM technology trends? What to do next month? IT and business: Collaborate to establish a SocialCRM Lab. Highlight the new CRM technologies that could be of use in the business. What to do within the next year? Shift CRM spending to analytical capabilities, understanding how customer driven performance management will help the business and meet CEO customer expectations.
Additional Research
"Business Applications and Cloud Computing: Convergence or Myth? " July 2009 (G00168840) "The Business Impact of Socialization: Real-World Measurable Results December 2009 (G00173256) "Context-Aware Computing: Improving the Customer Experience" August 2009 (G00170035)
"Customer Information and Insight Are the Lifeblood of CRM June 2009 (G00168643)
Analytic Application Adoption Intentions From 2009 Gartner User Wants and Needs Survey September 2009 (G00170860)
"How to Evaluate Your Application Vendor's CRM Application Strategy" June 2009 (G00168385)
NEW! Gartner Customer 360 Summit June 28-30 Los Angeles, CA gartner.com/us/crm
Learn how to implement CRM strategies and technologies that help you better understand, grow and engage customers. More than 400 senior business & IT leaders 20 Gartner analysts on-site to present their latest research, answer questions, conduct one-on-one meetings, moderate user roundtable discussions and mingle at networking events. 2.5 days including 30+ Gartner led sessions, 5 Keynotes, 6 Case studies, 8 CRM Workshops, 7 Magic Quadrant sessions and The Gartner and 1to1 Media CRM Excellence Awards Hot topics: Collaboration, Social CRM, Analytics & Performance, Customer Experience Management, Marketing & Sales Optimization and much more. All-new Agenda Providing In-depth Focus on Four Key Areas: - Create a Customer-Centric Enterprise
- Understand the Customer - Grow Customer Relationships - Engage Customers