CRM 2.0: Managing Relationships With The Customers Of The Future

Air Date: Tuesday, August 26, 2008

Cost: $250

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Presented By:

Who should attend: Business Process & Applications professionals and Customer Experience professionals

Description:

"CRM 2.0" has arrived. Many organizations are reeling in the face of a burgeoning new phenomenon: the social Web. The social Web, which Forrester calls Social Computing, includes fast-growing, peer-to-peer (P2P) activities like blogging, RSS, file sharing, open source software, podcasting, search engines, and user-generated content.

As result, the new imperative for business process professionals is to move from a focus on optimizing customer-facing transactional processes to developing collaborative connections with customers. Traditional CRM solutions will continue to aggregate customer data, analyze that data, and automate workflows to optimize business processes. But, enterprises must find innovative new technologies to engage with emerging "social consumers," enrich the customer experience through community-based interactions, and architect solutions that are flexible and foster strong customer collaboration.

At Forrester, we advocate using a systematic, four-step method for next-generation customer management strategy formation. The acronym for the four steps is POST: people, objectives, strategy, and technology.

Agenda:

• Adopt a new way of thinking about CRM.
• Pursue both business process and customer collaboration excellence.
• Incorporate emerging solutions to augment traditional capabilities.
• Learn from early- adopter organizations.
• Define your CRM 2.0 strategy using the POST methodology.

Related Research:

The CRM 2.0 Imperative

by William Band, March 10, 2008

Technical requirements:

An Internet connection and a one-time download of the WebEx™ Player are required.