Gartner Research

The CRM Innovator's Sandbox

Published: 22 July 2015

ID: G00280352

Analyst(s): Kimberly Collins

Summary

The CRM innovator's "sandbox" enables IT leaders to provide a more controlled environment with guidelines, data and tools for CRM business leaders to be more agile with customer innovation, while minimizing risk and ensuring the technical due diligence to scale innovations globally as they mature.

Table Of Contents
  • Key Challenges

Analysis

  • Create an IT-Supported Sandbox for CRM Leaders to Test Innovative Technologies and Capabilities
    • Allow the Business to Control the Technology, but Help With Technical Due Diligence
    • Accept Line of Business as a Source for the Budget for Applications Leveraged in the CRM Innovator's Sandbox
    • Create a Data Mart to Test CRM Innovations With a Small Subset of Customers
    • Limit Interactions to a Few Channels or Set of Processes
    • Minimize Integrations to Other Applications
    • Allow Frequent, Throwaway Customizations to Customer Processes
    • Closely Monitor Business Results for Impact to Customers
    • Be Prepared to Turn Innovative Technologies Off Quickly
  • Enable Successful Innovations to Move From the CRM Innovator's Sandbox to Achieve Global Rollout and Scale
    • Scale the Innovative Customer Process and CRM Application Globally
    • Apply Stricter Governance for the Global CRM Application
    • Enhance Security
    • Monitor Performance

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