Agenda Tracks

Track A: Business Strategy

Track B: Marketing: Orchestrating the Customer Experience

Track C: Sales Sets the Stage for Beneficial Customer Experiences

Track D: Customer Service: Delivering the Intended Experience

Track E: Technology Strategy: CRM Technologies that will Create a Differentiated Customer Experience

Track F: Vendors & Markets: Providing the Resources for the Customer Experience

Virtual Track G: Analytics: Enabling Insight Driven Strategies and Experiences

Virtual Track H: Web & E-Commerce



Agenda Track Details

Track A: Business Strategy
Effective business strategies are evolving to meet elevated customer expectations. This track presents a combination of sessions relevant to business strategists as they plan the next phase of their CRM Strategy. Sessions will cover best practices from the industries that are pioneering the evolution of CRM as well as sessions that cover fundamental issues in enterprise management of the customer relationship such as customer understanding and process management.


Track B: Marketing: Orchestrating the Customer Experience
For many organizations, thought leadership for a customer experience strategy will come from the marketing organization. This track will discuss the evolving marketing role in an organization, its power in managing the company brand and shaping the overall customer experience, as well as the current and developing technologies marketers will use to support an enterprise wide multi-channel CRM strategy.


Track C: Sales Sets the Stage for Beneficial Customer Experiences
In the pursuit of revenue sales defines expectations on customer experiences in the sales cycle, but its primary concern with achieving targets often leads to actions that contradict corporate strategies for improving customer experiences. A quandary for companies is finding out how best to orchestrate sales so that desired customer experiences are promoted. Such initiatives often require technology for enabling improvements to sales practices, but sales people are notoriously resistant to adopting new software. This track highlights and analyzes key sales constituencies and applications to consider when seeking to mobilize sales for customer experience initiatives.


Track D: Customer Service: Delivering the Intended Experience
Attendees will learn how customer service strategies will evolve with changing consumer trends such as social networking as well as drill down to explore the role and scope of the intelligent multi-channel contact center and web self-service over the next five years.

For many organizations, Customer Service has a critical role to play in the delivery and understanding of "the customer experience" and thus holds the key to CRM success. This track explores both at a high level how customer service strategies will evolve with changing consumer trends such as social networking as well as drill down to explore the role and scope of the intelligent multi-channel contact center and web self-service over the next five years.


Track E: Technology Strategy: CRM Technologies that will Create a Differentiated Customer Experience
Attendees will learn about the next generation of technologies that will support emerging trends in customer centricity. This will involve co-innovation between the business and the customer to design, create and improve the interactions that will create the most value for both sides regardless of interaction channel. Systems will learn and respond to customer intentions, foster communication and collaboration, and will support customers consistently across marketing, sales, and customer service and support activities.

Although CRM is a business strategy rather than a set of technologies, technology does play a vital role in enabling most successful CRM strategies. This Track covers the range of technologies that support CRM initiatives - from Social Networking, Contact Centers and Customer Data Integration to advanced analytics. We will also address the implications of technologies for CRM success in the Web 2.0 world, and highlight how enterprises are using these technologies for competitive differentiation.


Track F: Vendors & Markets: Providing the Resources for the Customer Experience
These sessions will provide the opportunity for a deeper discussion into the vendors and markets that shape organizational use of technology as an enabler of CRM. Each interactive session will focus on a particular component of the CRM market. As well as defining the key vendors that organizations should consider as they make buying decisions these sessions will provide insight into the key evaluation criteria and differentiators between the vendors.


Virtual Track G: Analytics: Enabling Insight Driven Strategies and Experiences
Analytics has become a key component of business strategies, not only across CRM but also within the marketing, sales and service functions. This track highlights the evolution of analytics from a "Bolted-on" late addition to CRM strategies to a key role in helping organizations prioritize investment decisions and determine customer treatment strategies. Sessions will cover the role that performance management plays in driving enterprise activity across functions and channels as well as the role of more advanced techniques such as predictive analytics in driving the customer experience.


Virtual Track H: Web & E-Commerce
Many customer experiences begin on the web and almost every organization has a web site with the ultimate objectives to increase customer loyalty and company revenues. Additionally websites have proven that they can capture customer demand for products and services during economic downturns. These dynamics are powering the constant evolution of sites from sites that provide marketing, sales and services capabilities to ones that are customer destinations with and enticing customer experience powered by new web 2.0 social and technological capabilities. This track enables attendees evolve and improve their online customer experience strategy and leverage these new Web 2.0 social, business models and technological trends, and understand the technology providers in this market.

Analyst/User Roundtable Topics

Analyst/User Roundtables are a great forum for hearing what your industry peers are experiencing on issues similar to those you face. Gartner analysts kickoff and moderate the sessions and will also add relevant research and user experiences to the discussion. Discussions are focused on a specific conference topic. Please refer to the list below for session topics being offered.

All end-user attendees at the event are invited to register for Analyst/User Roundtable by reserving at the Gartner One-on-One Reservation Desk. Seating is limited to 12 persons per session and appointments will be scheduled on a first-come, first-served basis.

Reserve your spot early these sessions always sell-out quickly!


AUR1 - Success with using Web Analytics Tools
Bill Gassman
Monday, September 8, 10:30-11:30am
Much effort is put into Web site design and getting visitors to the site, but most organizations struggle with using analysis tools to measure the results. Come listen and share experiences about the use of Web analytics tools and discuss the value they provide.

AUR2 - Contract Negotiation Best Practices
Bill Snyder
Monday, September 8, 10:30-11:30am
Negotiating contracts can be challenging in any business, but in IT, it can make the difference between a successful long-term relationship, or a dismal long-term relationship. Join your peers and analyst/facilitator Bill Snyder as they share and discuss negotiation approaches that deliver good business results.

AUR3 - CRM as a Competitive Advantage in Consumer Goods
Dale Hagemeyer
Monday, September 8, 11:45am-12:45pm
What are the competitive differentiators that are helping consumer goods companies grow and even steal market share in both good and bad economic times?

AUR4 - Digital Media and Retail CRM: Evolving For Better or Worse?
Gale Daikoku & Andrew Frank
Monday, September 8, 11:45am-12:45pm
This AUR will address:
- State of Digital Signage models and electronic touch points in the store
- Web /Out of Home/New Media Advertising Models and touch points to the customer

AUR5 - CRM Implementation: Best Practices
Isher Kaila
Monday, September 8, 4:00-5:00pm
Implementing CRM continues to remain one of the most challenging aspects of a transformational CRM vision.

AUR6 - Best Practices in Automating Marketing Processes
Kim Collins
Monday, September 8, 4:00-5:00pm
Companies are rapidly investing in technology to automate a broad set of marketing processes. Understanding the best practices as well as the pitfalls to avoid from your peers can save you considerable time and money while ensuring you get value from your technology investments. Join us for an interactive discussion on how to get the most business value from your marketing technology investments.

AUR7 - CRM as a competitive advantage in Life Sciences
Dale Hagemeyer
Tuesday, September 9, 9:15-10:15am
With all the competitive and regulatory pressures how are leading life sciences companies using customer centric technologies to improve garner more mindshare and loyalty with practitioners.

AUR8 - Local Government 311 & CRM
John Kost
Tuesday, September 9, 9:15-10:15am
Local governments continue to be the most successful in creating a coherent focus on improving customer service. The roll-out of 311 systems, in particular, has helped drive success as well as make the operations of government more transparent for citizens and management. In this session, we will discuss issues of interest to local governments considering implementing 311.

AUR9 - Best Practices in Improving the Customer Experience
Ed Thompson
Tuesday, September 9, 10:30-11:30am
The customer experience can be improved in myriad of different ways from the intense use of analytics of customer feedback and behaviors through to the training of employees on how they treat customers. This round table will focus on learning from others on what works best.

AUR10 - Creating a Single View of the Customer: Part of your Master Data Management Strategy
John Radcliffe
Tuesday, September 9, 10:30-11:30am
Creating some form of single customer view is increasingly seen as fundamental to an organization's CRM strategy and its ability to understand customer value and provide a consistent customer experience across channels and business units. If your organization has a "single view of the customer" program, either standing alone as a customer data integration (CDI) initiative or forming part of a wider master data management (MDM) strategy, come to this session to exchange best practices and ideas with other organizations that are facing similar challenges.

AUR11 - Best Practices in eService
Johan Jacobs
Tuesday, September 9, 10:30-11:30am
Deploying eService channels have proven to benefit many organization in a number of ways so if you are still considering what to build your business case around and which channels to do first, come sit in on this round table discussion. We will firstly clear the air of what is an eService and then discuss the impact of deploying additional interaction channels and close off by answering the question - "Where do I start".

AUR12 - Best Practices for Establishing CRM Metrics
Michael Smith
Tuesday, September 9, 2:45-3:45pm
In this session attendees will share best practices on how to quantify the benefits of CRM initiatives and ensure a common understanding of the projects objectives among the key stakeholders.

AUR13 - E-commerce Innovation Strategies and Techniques That Work
Gene Alvarez
Tuesday, September 9, 4:00-5:00pm
In this session attendee will openly discuss their thoughts on how to innovate their web customer experience and what techniques will be required to delivery their organizations vision of the next generation of e-commerce.

AUR14 - Retail CRM: Managing Customer Loyalty in a Multi-touch point World
Gale Daikoku
Tuesday, September 9, 4:00-5:00pm
In this AUR we will address:
- State of CRM and loyalty management today
- Practical realities for retailers pursuing customer centric strategies in a world of exploding customer touch points

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