Gartner Research

Customer Engagement Technologies: Enterprises Participating in Conversations

Published: 08 August 2013

ID: G00251876

Analyst(s): Larry Cannell

Summary

Enterprises are recognizing the need to use social media to influence customers. However, social media is not the only channel — enterprises must adopt a coordinated, multichannel approach. This document introduces Gartner's customer engagement technology framework.

Table Of Contents

Analysis

  • Customer Engagement Is About Enterprises Participating in Conversations
    • Employees Participating on Behalf of an Enterprise
  • Business Drivers for Customer Engagement Technologies
  • The IT Organization's Struggle to Support Customer Engagement
    • Overlapping and Conflicting Social Media Needs Across Organizations
    • An Emerging and Confusing Customer Engagement Technology Market
    • The IT Organization's Role in Customer Engagement
  • Defining the Scope of Customer Engagement Technologies
    • Customer Engagement Systems
    • Customer Engagement Technology Framework
    • Initiatives Supported by Customer Engagement Technologies
  • Assign Responsibility for Customer Engagement Technology Leadership
  • Inventory and Rationalize Customer Engagement Technologies
  • Establish Customer Engagement Technology and Services Governance
  • Promote Modular Approaches and Standards Where Possible

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