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destinationCRM 2007
Best Practices for Effective Sales, Marketing, and Customer Service
August 21-22, 2007
Marriott Marquis • New York, NY
Final Program
destinationCRM 2007 - Wednesday, August 21, 2007
TRACK A: FOCUS ON BUSINESS
Marquis Ballroon, Salon C
Continental Breakfast in Sponsor Showcase

8:00 a.m - 9:00 a.m
KEYNOTE • CRM in “My” World, Oh My!

9:00 a.m - 10:00 a.m
Stan Davis, author of 14 books, including Blur and 2020 Vision, futurist,

Decision making over the past quarter-century has continually moved from the center to the periphery, down hierarchies to where decisions are carried out. Current technologies have moved that decision making overwhelmingly beyond the firm’s boundaries into the physical and mental space of the customer. Think YouTube and MySpace. No matter what your business, CRM will never be the same.

Coffee Break in the Sponsor Showcase

10:00 a.m - 10:45 a.m
A201 – CASE STUDY I CRM: One Step at a Time

10:45 a.m - 11:30 a.m
Donald Lamping, Director–CRM - Hill-Rom

Learn how Donald Lamping developed and launched a custom CRM application that supports 600 users with sales opportunities ranging from $1.2B–$1.5B. The system processes leads, opportunities, and orders and links to Hill-Rom’s JD Edwards ERP system as well as its Oracle-based information warehouse for statistical reporting. Come learn how Hill-Rom has been able to drive high user-adoption rates since launching the system in July 2006. Also hear about the lessons learned along the way regarding how to quantify ROI for a CRM implementation.

A202 – Decomposing Three Classic Challenges in CRM

11:30 a.m - 12:15 p.m
Cyrus Aram, Senior Business Strategy Manager - Hewlett Packard (HP)

“Best practices” seem as diverse as they are numerous. Ask any major consulting firm, think tank or self-described CRM pundit and you will receive a beautiful glossy PDF file possessing a laundry list of best practice tips. The problem? First, quantity does not correlate with realworld implementation quality. Second, doesn’t it seem like most of the interesting “tips” are teasers often requiring a financial investment to obtain more detail? This session tackles the three classic and timeless challenges associated with virtually any CRM implementation. Participants will receive a compelling set of frameworks, tools and approaches to decompose various CRM paradigms.

Attendee Luncheon in the Sponsor Showcase

12:15 p.m - 1:30 p.m
A203 – CASE STUDY - Delivering Differentiated E-Commerce/CRM Customer Experiences

1:30 p.m - 2:15 p.m
Dave Wong, Managing Partner - Strategic Crossroads

What are the best ways to optimize the e-customer experience? In this talk, Dave Wong describes three major areas of best practices that will allow your company to deliver e-commerce/CRM experiences superior to the competition: (1) using customer experience to drive process and system design, (2) establishing the equivalent of a “manufacturing-like” process for design and implementation processes, and (3) implementing effective decision making and measurement systems. Wong will share a great success story for delivering these practices using a leading global technology company as the case study.

A204 – How Web 2.0 Changes the Customer Equation

2:15 p.m - 3:00 p.m
Patrick Bultema, CEO - CodeBaby

Customers are forming radically different patterns of behavior as a result of the Web 2.0 effect. New tools for forming relationships and collaborating online are creating fundamentally new value equations. These Web 2.0 incarnations are transforming and disrupting existing businesses and customer communities in often unexpected ways. This session unpacks the Web 2.0 effect so you can apply it for positive business advantage.

Coffee Break in the Sponsor Showcase

3:00 p.m - 3:30 p.m
Closing Keynote - The Future of CRM: Beyond Real Time

(Marquis Ballroom)

3:30 p.m - 4:30 p.m
Barton J Goldenberg, President - ISM, Inc.

Since 2000, the CRM industry has had varying degrees of success in utilizing real-time technologies and processes to help organizations gain instant access to needed customer information. Building on the impressive advances that have been made in both technology and process, the CRM industry is now facing a far-more-challenging issue: how to effectively integrate Web 2.0, social networking and user-generated content into future CRM tools and techniques so that we secure tomorrow’s customer base. No organization can duck having to put into place the needed CRM tools and techniques required to address the “always-on, always-connected” customer or partner. So here’s the choice: Proactively tackle this new challenge or roll the dice and hope to be able to follow the leaders. Come learn more about the issue and how best-in-class organizations are addressing “beyond real-time CRM.”

TRACK B: FOCUS ON TECHNOLOGY
Marquis Ballroon, Salon B
Continental Breakfast in Sponsor Showcase

8:00 a.m - 9:00 a.m
KEYNOTE • CRM in “My” World, Oh My!

9:00 a.m - 10:00 a.m
Stan Davis, author of 14 books, including Blur and 2020 Vision, futurist,

Decision making over the past quarter-century has continually moved from the center to the periphery, down hierarchies to where decisions are carried out. Current technologies have moved that decision making overwhelmingly beyond the firm’s boundaries into the physical and mental space of the customer. Think YouTube and MySpace. No matter what your business, CRM will never be the same.

Coffee Break in the Sponsor Showcase

10:00 a.m - 10:45 a.m
B201 – CASE STUDY - Building Customer Relationships Through the Mobile Channel

10:45 a.m - 11:30 a.m
Matt Volpi, Director of Product Management - MobileLime

 In this session, MobileLime Director of Product Management, Matt Volpi discusses how businesses have managed and developed one-to-one relationships with their customers in real time by harnessing the mobile universe at the point of service, where customers are most receptive. Companies can take advantage of the cell phone for targeted and creative strategies in product management, pricing, direct electronic message promotion, loyalty, incentives, and customer service to get a jump on the competition as shown through a Ring Bros. case study.

B202 – CASE STUDY - Catching Up with Online Consumers: The Roxio Experience

11:30 a.m - 12:15 p.m
Philippe Suchet, CEO - Kefta Inc.

Consumers are taking control of the Internet. They are generating their own content, creating their own videos, and talking about your brand on blogs and in product reviews. They are fearless when it comes to abandoning a site that doesn’t meet their needs. The pressure is on marketers to catch up or lose the online channel. The secret is to provide a relevant online experience. This session will present a detailed case study on the way that Roxio, the consumer division of Sonic Solutions (NASDAQ: SNIC), is providing a targeted and relevant online experience to its installed base of over 150 million users. The session will share real-life insight and best practices to help marketers differentiate and segment online prospects and customers by need, geographic location, and native language and how to optimize online initiatives to most effectively address these segments. In addition, Roxio will take attendees behind the scenes of a major product campaign that increased conversion by 100%, while saving 3 to 4 weeks of IT effort.

Attendee Luncheon in the Sponsor Showcase

12:15 p.m - 1:30 p.m
B203 – CASE STUDY - Design & Demographics: Innovative Business Tools Are Not Just for the Enterprise

1:30 p.m - 2:15 p.m
Paul Johnston, CEO & President - Entellium

The video game generation—kids weaned on everything from Pong to Tomb Raider—is reshaping how software developers work and think. Mindful of this trend, a few companies, including Entellium, are developing software using Gamer Influenced Design — software that is visually rich, fast, and fun. User adoption issue solved.

B204 – Mobile CRM: It’s Not What You Do, It’s the Way

2:15 p.m - 3:00 p.m
Richard Scott, EVP, Global Sales & Marketing - Antenna Software

The business case for mobilizing CRM is getting harder to ignore, but many companies are still having problems justifying the investment to mobilize SFA and CRM applications. This session will examine how to overcome the obstacles of mobilizing systems and get to the ROI quicker. Learn why anytime, anywhere access to data is fool’s gold and the real value can be found in giving employees access to precisely the right data at the right place and time. Hear how not to use “force” when mobilizing the sales force or field force, but rather to “go with the flow” and optimize business processes and workflows. Richard Scott will use case studies to illustrate the success that many leading organizations are having in this area.

Coffee Break in the Sponsor Showcase

3:00 p.m - 3:30 p.m
Closing Keynote - The Future of CRM: Beyond Real Time

(Marquis Ballroom)

3:30 p.m - 4:30 p.m
Barton J Goldenberg, President - ISM, Inc.

Since 2000, the CRM industry has had varying degrees of success in utilizing real-time technologies and processes to help organizations gain instant access to needed customer information. Building on the impressive advances that have been made in both technology and process, the CRM industry is now facing a far-more-challenging issue: how to effectively integrate Web 2.0, social networking and user-generated content into future CRM tools and techniques so that we secure tomorrow’s customer base. No organization can duck having to put into place the needed CRM tools and techniques required to address the “always-on, always-connected” customer or partner. So here’s the choice: Proactively tackle this new challenge or roll the dice and hope to be able to follow the leaders. Come learn more about the issue and how best-in-class organizations are addressing “beyond real-time CRM.”

TRACK C: KEYS TO SUCCESS
Marquis Ballroon, Salon A
Continental Breakfast in Sponsor Showcase

8:00 a.m - 9:00 a.m
KEYNOTE • CRM in “My” World, Oh My!

9:00 a.m - 10:00 a.m
Stan Davis, author of 14 books, including Blur and 2020 Vision, futurist,

Decision making over the past quarter-century has continually moved from the center to the periphery, down hierarchies to where decisions are carried out. Current technologies have moved that decision making overwhelmingly beyond the firm’s boundaries into the physical and mental space of the customer. Think YouTube and MySpace. No matter what your business, CRM will never be the same.

Coffee Break in the Sponsor Showcase

10:00 a.m - 10:45 a.m
C201 – Improving the Customer Experience Using Speech in the Contact Center

10:45 a.m - 11:15 a.m
Ian Jacobs, Customer Experience Evangelist - Genesys

Analyst Seema Lall will discuss issues and opportunities with the deployment of speech technology in self-service applications; the significance of speech analytics in enhancing the customer experience; market metrics on adoption and growth projections, plus end-user feedback; and adoption patterns for various deployment models including premises/hosted/managed services.

C202 – Going Mobile: Taking CRM on the Road with Solutions that Really Work

11:15 a.m - 11:45 a.m
Carter Hinckley, Director of Strategic Accounts - Infinity Info Systems

No matter what industry you are in, being mobile (i.e., leaving the office with only a hand-held device — not even a laptop) is the new way to do business. Infinity Info Systems has implemented a variety of mobile solutions in the financial, pharmaceutical, construction and insurance industries and will share the secrets of a successful mobile solution. Included in this discussion will be the three keys to “going mobile.” Topics include technology solutions that really work for mobile devices, how to get more done while you are out of the office with mobile CRM, and what to look for in a mobile solution provider.

C203 – Business Process Conformance — How to Get Results at a Fraction of the Cost

11:45 a.m - 12:15 p.m
Joshua Lackovic, Director of Sales - Clear C2, Inc.
Mark Dressel, Director of IT - The Munzing Group

Companies no longer need to spend millions to bring their CRM solution into conformance with their specific business model and to automate their specific business processes. Using best practices and the right amount of upfront business process analysis, customers should adapt user interfaces, forms, and dashboards, integrating everything into the workflow to create a truly “conformed” solution. And, it can all be done for a fraction of the cost one might think. In this case study, The Munzing Group will speak to the layers of CRM—from need assessments to business process outlines to the implementation of these processes into the CRM system. Mark Dressel will tell how Munzing’s key business processes were completely automated and paper flow was reduced, utilizing the Clear C2 CRM application.

Attendee Luncheon in the Sponsor Showcase

12:15 p.m - 1:30 p.m
C204 – Deploying Open Source CRM and “CRM 2.0” in the Enterprise

1:30 p.m - 2:00 p.m
David Richards, CEO - Centric CRM
Ron Bongo, CEO - CorraTech
Timothy LeMunyon, VP Business Development - eVergance

As the enterprise capabilities of open source CRM systems mature and come to be more widely recognized, serious enterprises are now beginning to deploy open source CRM systems, either in conjunction with, instead of, or as outright replacements for traditional legacy CRM solutions. Rather than merely providing “80% of the features at 50% of the cost,” mature open source systems can actually deliver innovative new CRM functionality not found in legacy systems, expanding the very definition of CRM (sometimes referred to as CRM 2.0). This session will focus on real-world implementations of open source CRM in the enterprise and will be conducted by two well-established CRM systems integrators, CorraTech and eVergance. Long recognized for their thought-leadership in the industry, these companies are now adding open source solutions to their product mix in response to shifting demands from customers and in recognition of the new business possibilities created by “CRM 2.0.”

C205 – The Predictive Analytics Imperative for CRM: No More Excuses, ROI Now!

2:00 p.m - 2:30 p.m
Richard Hren, Director, Product Marketing - SPSS Inc.

Predictive analytics is being heralded as the next frontier in developing competitive business advantage. Unfortunately, predictive analytics has been burdened by misunderstandings, misconceptions, and some long-standing myths. The current competitive landscape demands that organizations rapidly remove many of these impediments and begin to take an evolutionary journey toward becoming a predictive enterprise. Join us in this participatory session in which we will clarify and demystify predictive analytics while helping you to deliver a larger ROI by developing a more effective and efficient CRM approach.

C206 – Eight Steps to Deliver Exceptional Customer Experiences

2:30 p.m - 3:00 p.m
Patrick Breault, Senior Solutions Consultant - RightNow

The success of your business depends first and foremost on customer perceptions. If you don’t make customers feel good about doing business with you, you’ll lose them to someone who does—and you’ll lose them quickly in today’s high-choice business environment. According to a recent survey, 80% of individuals have stopped doing business with a company after just one bad experience, while 99% are likely to recommend a business after a positive experience. Those numbers mean one thing: Optimizing the customer experience should be a top priority for every company. Join Jason Mittelstaedt to learn how to retain customers by providing them with an exceptional customer experience.

Coffee Break in the Sponsor Showcase

3:00 p.m - 3:30 p.m
Closing Keynote - The Future of CRM: Beyond Real Time

(Marquis Ballroom)

3:30 p.m - 4:30 p.m
Barton J Goldenberg, President - ISM, Inc.

Since 2000, the CRM industry has had varying degrees of success in utilizing real-time technologies and processes to help organizations gain instant access to needed customer information. Building on the impressive advances that have been made in both technology and process, the CRM industry is now facing a far-more-challenging issue: how to effectively integrate Web 2.0, social networking and user-generated content into future CRM tools and techniques so that we secure tomorrow’s customer base. No organization can duck having to put into place the needed CRM tools and techniques required to address the “always-on, always-connected” customer or partner. So here’s the choice: Proactively tackle this new challenge or roll the dice and hope to be able to follow the leaders. Come learn more about the issue and how best-in-class organizations are addressing “beyond real-time CRM.”




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