Forrester Tweet Jam Session: Top Challenges Facing Customer Management Professionals In 2010 (#crmjam)

Forrester analysts will host a Tweet Jam on March 24, 2010, from 1:00 – 3:00 PM USA ET (6 to 8 PM GMT) to answer questions from business and IT executives about the top challenges they face in orchestrating customer-facing business processes to drive top-line growth. During this interactive Jam session, Forrester analysts will share results of our latest research into the topics of: customer experience management, CRM technologies and vendor trends, social media, and business process management.

Key questions we will tackle during this Tweet Jam include:

  1. What are the key trends you need to take into account in planning CRM initiatives in 2010?
  2. How do you know if you are delivering a differentiated customer-experience, and does it make a difference to the bottom line?
  3. Social CRM: The real deal, or blogger hype?
  4. How do CRM vendor solutions stack-up, and which ones are really delivering results?
  5. Does business process management (BPM) “lean-thinking” have a place in CRM strategies?
  6. Drowning in (bad) customer data: What to do about it?
  7. How to take advantage of next-generation Business Intelligence tools for deeper customer insights?
  8. Who should lead your customer management process improvement efforts?
  9. What are the best ways to drive user adoption of CRM technologies?
  10. What change management strategies and skills are needed to succeed?
  11. What are the right metrics for success?
  12. CRM pitfalls: What are they, and are there new ones to worry about?
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Five Things You Need To Do Immediately To Succeed With CRM

Although millions of people remain out of work, the economy has clearly thawed and organizations are returning to investing customer-facing business process with a vengeance. Client inquiries and advisory work on CRM topics is going through the roof here at Forrester. Our most recent forecast for global IT purchases of business software anticipates a healthy 9.7% increase in 2010, after brutal decline of 8.0% in 2009. And, Social CRM is all the rage in the blogosphere.

If you are watching the Olympics, you know that the figure skaters spend years practicing to hone their fundamental skills before trying advanced patterns. And, they never stop practicing their elementary figures. My latest report on the key trends driving CRM technology adoption spotlights flawless execution will continue to separate successful CRM initiatives from losers.

We surveyed 58 business and IT professionals to identify the best practices for getting more value from CRM technology projects. These five fundamentals were the keys to success before the economic meltdown — and they remain so today:

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How Do We Define a "BI Vendor"

My colleague, Holger Kisker, just posted a very insightful blog on the convergence of BI and BPM technologies. Yes, Holger, BPM vendors definitely have some BI capabilities. And so do some search vendors like Attivio, Endeca and Microsoft FAST Search. And so do some middleware vendors like TIBCO, Vitria and Software AG. And so do rules vendors like FairIsaac, PegaSystems. Should I go on? I have a list of hundreds of vendors that "say" they are a BI vendor.

But it’s not that simple. First of all, let’s define BI. In the last BI Wave we defined BI as “a set of methodologies, processes, architectures, and technologies that transform raw data into meaningful and useful information used to enable more effective strategic, tactical, and operational insights and decision-making”. To provide all these capabilities a vendor should have most of the necessary components such as data integration, data quality, master data management, metadata management, data warehousing, OLAP, reporting, querying, dashboarding, portal, and many, many others. In this broader sense only full BI stack vendors such as IBM, Oracle, SAP, Microsoft, SAS, TIBCO and Information Builders qualify.

Even if we define BI more narrowly as the reporting and analytics layer of the broader BI stack, we still want to include capabilities such as 11 ones we use to rate BI vendors in the BI Waves:

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Customer Experience Increases the Bottom-Line and Social Media Makes Changing the Customer Experience Easier

91% of executives say customer experiences are critical or very important to their businesses, nearly 5,000 consumers prefer better customers experiences over lower prices and better customer experiences drive higher revenue and profits,—according to Forrester Research .

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The ROI of High-Quality Decision Management Practices

Here now is the broader conceptual model that I promised in the prior blog post. As I said, I built conceptual hooks in my decision support ROI model to address broader requirements for decision automation and decision management.

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BPM: From Rags to Riches

I recently experienced a real world story that is so reminiscent of the BPM journey from rags to riches that I'm going to start many a BPM stump speech with it. I didn't realize it was so apropos until a friend and colleague, Steve Bullinger, told me that the lunchtime story I shared for grins at an IBM advisory session would be a great way to kick off a keynote. After talking with Clay Richardson today, I realized it would make a pretty interesting blog post too.

So, here goes. True story (and I promise it will relate to BPM):

My 12 year old son, Alexander recently wrote a thriller of a book called The Curse Of The Cottonmouth.  It's a humdinger and in it, one of the characters is a cat named Tabitha. Here's Alexander's rendition of Tabitha:

 

 

Even more recently, Alexander and I visited North Carolina to see Grandmother. My husband drove down separately. As I was returning home, Alexander and I dropped by my sister's grooming shop and animal rescue operation. I briefly mentioned to her that Alexander dreamed of owning a cat like Tabitha, despite the fact that we already have two cats and a super high energy Dalmatian.

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Forrester Tweet Jam Session: Top Challenges Facing Business Process Professionals In 2010 (#bpmjam)

Forrester analysts will host a “Tweet Jam” on February 10, 2010, from 1:00 – 3:00 PM ET to answer questions from Business Process professionals and App Dev professionals about top challenges facing their process improvement initiatives.  During this interactive Jam session, Forrester analysts will share the results of our groundbreaking “Business Process Professional Role Deep Dive” research that uncovered major trends and critical challenges facing aspiring process improvement programs.

Key questions we will tackle during this Tweet Jam include:

1. Which role(s) should lead your business process initiative?

2. What are the best practices for establishing your BPM COE?

3. Do yourtraditional business analysts have what it takes to drive BPM initiatives?

4. How heavily should you rely on your software vendor for project implementation?

5. How should you connect your EA and BPM initiatives?

6. Which process improvement methodology (Six Sigma, Lean, TQM) is best for your initiative?

7. How should you incorporate BPMN modeling into your process initiative?

8. How should you measure the progress or success of your process initiative?

9  What’s the typical sizeand composition of process improvement teams?

10. How should process improvement connect to master data management?

11. How do you think Social BPM will impact your organization?

The session will be hosted by Clay Richardson, Connie Moore, CraigLe Clair, Alex Peters, John Rymer, and Ken Vollmer. To join this interactive conversation, simply tune in to the #bpmjam hash tag on Twitter or follow the analysts that will host and moderate the session.

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