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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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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Customer Service Social Media: Social Media Works for B2B Businesses like Intel

Many of the case studies you've seen me write about are B2C. But in the report on ROI of Social Media, I gathered data on B2B companies too. Here's a list of B2B communities.

 

 Many people know Intel by their catch tune, "Inside Intel." And what's inside are the most amazing microprocessors that allow us to do great things back 25 years ago people could only imagine. Key to having been an innovator is always innovating. Intel- when they first came out with a new chip-- think back to the 286 processor and then transition to the 386. They met with some resistance in getting computer manufactuers to be interested in the chip. Why would you need more computing power?

So instead of staying stuck or ditching the product, Intel brought together a multidisciplinary team of individuals to tackle the problem. The net-net is that the team realized that its the end-user who is really their customer! when they went into computer shops and talked to the customers, they asked, "Would you like to be able to have many files open at once? Would you like to be able to run graphics programs, plays games, etc...." The customers responded positively with, "Of course we would!" That drove the computer store operators to tell the computer manufacturers to get those intel chips in their computers.  Ah... I love that "voice of the customer" story.

But what I love more is that Intel innovated, why? Because they listened. That's a skill most companies don't have. And with social media, Intel has put their listening on dual processor tubro charged power. They know that their ability to innovate and lead the market is based on harnessing the power, knowledge and collaboration among customers, resellers, etc.. and Intel.

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