I have been working on evaluating a range of vendors for the CRM Wave which will be published in March. What I am seeing is that core CRM capabilities are very, very commoditized. Just about every vendor can check the box on core SFA and marketing automation features. There's a bit more difference if you look at customer service capabilities over social, digital and self service channels but all evaluated vendors handle core case management adequately. So what does this mean to the buyer who is looking for a CRM?
Choose a solution that is right-sized for your business. Some CRM vendors target the complex, global enterprise. These solutions are typically heavyweight and replete with features that are often customized to meet specific business requirements. Other CRM vendors target small to midsize organizations with a breath, but not necessarily a depth of capabilties. For smaller organizations too many features are often an overkill for organizations with lightweight needs, so make sure you understand the target user of the CRMs under evaluation.
You are running from the office to your car to pick up the kids and while you are at it you think "OMG! Valentine's day is coming, I forgot to order the flowers for my wife." You pull out your mobile phone and stop on the side of the road to log on to your favorite Valentine's specialty retailer - leveraging a mix of digital retailers which sell flowers (or candy or other items) and you want to order something. Unfortunately, your favorite retailer is slow and the kids start complaining in the back seat and you must drive on. Too late! You are going to break hearts (ok maybe that is a bit too much) but certainly some of the retail vendors will experience a "break" in revenue. If you are working for a retail vendor, Mobile Application Performance Management matters - not just on Valentine's day.
See our recent report titled "Brief: Shopping Guide On Mobile Application Performance Management Solutions" so that you can get prepared. Don't wait until Easter.
There's never been a question on the advantages of open source software. Crowdsourcing, vendor independence, ability to see and in some cases control the source code, and lower costs are just a few benefits of open source software (OSS) and business model. Linux and Apache Hadoop are prime examples of successful OSS projects. It's a different story, however, when it comes to OSS BI. For years, OSS BI vendors struggled with growth because of:
The developer-centric nature of open source projects. The target audience for open source projects is developers, which means deals are mostly sealed by technology management. The industry, on the other hand, has gravitated toward business decision-makers within organizations over the last several years. However, business users are less interested in the opportunities that a collaborative open source community offers, and more concerned about ease of use and quick setup. Indeed, Forrester's research constantly finds evidence correlating business ownership as one of the key success factors for effective BI initiatives.
Earlier this week, TCS launched its CrewCollab Solution at the Singapore Aviation Festival. The sector has attracted a lot of investments from service providers lately with companies like NIIT Technologies, Pactera, Hexaware and others strengthening their portfolio of software assets for airlines. The TCS CrewCollab mobile solution – co-developed in partnership with Singapore Airlines – fills an important gap in the digital transformation strategy of airlines globally. Why is that?
The in-flight experience remains disjointed from the rest of the customer journey. Airlines like Delta, United and Emirates have already invested in developing successful digital customer experience initiatives covering the pre- and post-flight phases of the customer journey. However, airlines typically struggle understanding and serving their customers as they board the flight, customer data being seldom available to the cabin crew.
On February 9, SAP announced the launch of its next-generation enterprise process application, SAP Business Suite 4 SAP HANA (S/4HANA), in China. This is the third product launch event of SAP globally but it’s the first event during which the product is being launched with customer together.
From my discussions with Chinese customers during the event, I believe that SAP is on the right track to address their major concerns. However, enterprise architecture (EA) professionals in China should take a realistic approach when evaluating the feasibility of the architectural evolution of their enterprise process applications.
Chinese clients have suffered from complexity for a long time.As mentioned in my previous report, complexity is one of the key challenges that Chinese companies have faced in their drive to achieve business growth and product innovation, and product innovation must focus on simplicity to enhance customer experiences. This is particularly true when it comes to adopting mission-critical management software. It’s quite normal to hear complaints about the complex user interface, long implementation times, and the significant effort required to maintain and customize software; customization is much more popular and necessary in China than elsewhere due to the need for various types of localization.
In the age of the customer, marketers face three acute strategic and operational challenges: how to powerfully and consistently connect with distracted, empowered customers; how to deeply engage with customers once you make that connection; and how to consistently deliver on customer obsession throughout your organization. In China, this is even more critical and challenging for marketing leaders, as they face the most digitalized and mobile consumers in the world — 90% of the metro Chinese online adult population used a smartphone as their primary phone in 2014, according to Forrester’s Consumer Technographics® data. At the same time, China has emerged as the world’s largest eCommerce market, estimated at $440 billion in 2014 and expected to grow at a compound annual rate of 19.9%, topping $1 trillion by 2019.
With this in mind, we are kicking off our third annual Summit for Marketing Leaders in Shanghai on March 25, 2015. The agenda will focus on real-world solutions to each of these critical challenges — taking into consideration the China context, where traditional retailers and brands are far from prepared for the age of the customer, and emerging digital service and platform providers are actively disrupting businesses.
Our program will deliver outcome-oriented analysis and advice, driven by Forrester’s latest research and detailed case studies from industry leaders in China and around the world. Learn how to:
Master the key concepts and skills for brand leadership across the age of the customer.
Create seamless brand experiences across the digital and physical divide.
Mark Grannan, Ted Schadler, Stephen Powers, and I recently launched our annual survey on delivering customer-facing web and mobile initiatives. If you're someone who is involved in delivering your firms web and mobile experience, we'd love to have you participate in this survey. If you're a vendor or services firm, we encourage you to circulate this survey to your customers or prospects!
What do we hope to explore in this survey? Some of the questions we’d like to get answers to include:
What projects (if any) you have planned for this year.
Once again, the mobile world is getting ready for the most important mobile event of the year, the Mobile World Congress (MWC), which will take place in Barcelona from March 2 to 5. In my role as analyst with a focus on CIO requirements, I expect the following themes to dominate this year's show:
Everybody will talk about data — and many about data privacy. The long-anticipated marriage between big data and mobility is finally happening. I expect just about every vendor at MWC will claim a stake in these mobile data wedding arrangements. However, many big data business models remain building sites, and it remains far from clear which players will benefit via which types of business models. The growing awareness of regulatory constraints on the use of customer data as well as what the Financial Times recently called the "creepiness quotient", i.e., hyper-personalized advertising, further complicate a convincing business model for mobile analytics on a mass scale. Despite all the hype, mobile data is one of the must-focus areas for CIOs who attend MWC.
I’m ramping up to attend Strata in San Jose, February 18, 19 and 20th. Here is some info to help everyone who wants to connect and share thoughts. Looking forward to great sessions and a lot of thought leadership.
I’ll be setting aside some time for 1:1 meetings (Booked Full)
[Updated on 2/17] - I have set up some blocks of time to meet with people at Strata. Please follow the link below to schedule with me on a first come basis.
[Update] - I booked out inside 2 hours...didn't expect that! I may open up my calendar for more meetings but need to get a better bead on the sessions I want to attend first. Shoot to catch me at breakfast, will tweet out when I'm there.
I’ll be posting my thoughts and locations on Twitter
The best way to connect with me at Strata is to follow me on Twitter @practicingea.
You can post @ me or DM me. I’ll be posting my location and you can drop by for ad hoc conversations as well.
I’m very interested in your point of view - data driven to insights driven
I am concluding very quickly that “big data” as we have viewed it for the last five years is not enough. I see firms using words like “real-time” or “right-time” or “fast data” to suggest the need is much bigger than big data – its about connecting data to action in a continuous learning loop.
There’s a renewed interest in integration technologies due to new needs for integration to mobile, the Internet of Things (IoT), and cloud — but also because integration requirements betwen systems of engagement and systems of record are requiring realtime for seamless boundaries omnichannel, higher volume, with end-to-end security highlight the changes in integration practices. Forrester will soon publish a report about the integration trends around these subjects.
I am happy to pick up this subject again from Stefan Ried after being away from the space for the past six years. Stefan left Forrester in December and I regret his departure, because he was a very passionate analyst and a smart guy to work with.