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Advance Program
CRM Evolution 2009 - Monday, August 24 2009
TRACK A
Opening Keynote: The Voice of the Customer
9:00 a.m - 10:00 a.m
Paul Greenberg, President - The 56 Group & Author, CRM at the Speed of Light
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Companies should pay attention to the voice of the customer. Customers aren’t what they were 5 years ago. What companies have to do to respond to customers is also not the same. Social media tools and the growth of digital communities have given the customer control of the conversation and control over the business ecosystem. Technologies are not valuable if there is no intent on understanding what the customer is saying. Innovations in speech and other domains are useless unless they are valuable to the enhancement of the customer experience - the one that the customer owns.

A101 – Executive Boot Camp, Part 1
10:15 a.m - 11:00 a.m
Barton J Goldenberg, President - ISM, Inc.
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This nontechnical boot camp targets the busy executive who needs to get pragmatic advice about today’s CRM and how to successfully apply CRM tools and techniques to his or her business. This briefing will walk you through the CRM definition (a business approach that provides sales, marketing, customer service, ebusiness, and business analytics tools and techniques to support an organization's business strategy), describe the current people/process/technology CRM components, dig into emerging trends such as multichannel CRM and the impact of the digital client, offer advice about how to formulate your CRM strategy, detail components of the CRM value proposition, reveal the 10 critical success factors or making CRM happen, and highlight leading CRM executive issues (i.e., obtaining and maintaining user interest; integrating people, process, and technology; managing your software vendor/integration partners).

A102 – Executive Boot Camp, Part 2
11:15 a.m - 12:00 p.m
Barton J Goldenberg, President - ISM, Inc.
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This nontechnical boot camp targets the busy executive who needs to get pragmatic advice about today’s CRM and how to successfully apply CRM tools and techniques to his or her business. This briefing will walk you through the CRM definition (a business approach that provides sales, marketing, customer service, ebusiness, and business analytics tools and techniques to support an organization's business strategy), describe the current people/process/technology CRM components, dig into emerging trends such as multichannel CRM and the impact of the digital client, offer advice about how to formulate your CRM strategy, detail components of the CRM value proposition, reveal the 10 critical success factors for making CRM happen, and highlight leading CRM executive issues (i.e., obtaining and maintaining user interest; integrating people, process, and technology; managing your software vendor/integration partners).

Attendee Lunch
12:00 p.m - 1:15 p.m
A103 – Customer Experience: The Facts, the Fiction, and the Journey
1:15 p.m - 2:00 p.m
Bruce Temkin, Managing Partner - Temkin Group; Blog: Customer Experience Matters
Good customer experience means loyal customers. How can you take advantage of this insight? Chart a course toward experience-based differentiation (EBD), a blueprint for customer experience excellence. But EBD can't be mastered overnight. Instead, companies must embark on a multiyear journey through five levels of customer experience maturity: 1) interested; 2) invested; 3) committed; 4) engaged; and 5) embedded. Along the way, firms need to develop customer-centric DNA, a corporate culture with six components that include collective celebrations, commitment to employees, and consistent trade-offs. During the presentation, we’ll share best-practice examples from many firms.

A104 – Vendor Tutorials
2:15 p.m - 3:00 p.m
See presentations of some of the latest technological developments in CRM from companies at the conference.

Your CRM, Your Way
Clint Oram, Co-founder and CTO - SugarCRM

Effectively managing your customer relationships is what gives you that critical competitive edge in today's challenging economic times. Join Clint Oram, co-founder of SugarCRM, as he steps you through how to quickly and easily tailor Sugar Professional to your exact business requirements, modeling your data and processes that are unique to your business. At the same time, also learn about how Sugar can help you leverage Twitter and other Social CRM tools to put that critical customer data at the fingertips of your sales and support teams.

The Move to Mobile CRM
Paul Briggs, Manager, Mobile CRM Market Development - Research in Motion

Taking the power of CRM to mobile workers through their handsets is increasing the effectiveness of CRM deployments and enabling a new set of business processes aimed at customer intimacy. In this session, you'll gain RIM's perspective on Mobile CRM best practices and what new and more powerful devices mean for mobile business applications like CRM.

A105 – Vendor Selection/Implementation Tips
3:15 p.m - 4:00 p.m
Bruce Culbert, Chief Service Officer - The Pedowitz Group Managing Director - BPT Partners
You don’t necessarily need a complex consulting methodology for selecting the right CRM technology, but you do need to get straight answers from vendors and do the proper investigation on how their solutions can help you improve your business. Too much emphasis is put on the latest features, functions, and buzzwords versus how this vendor and its solution will deliver value to your organization. Company owners and leaders need to present their needs and ask the right questions. In addition to the technical fit, the most important question is this: What solutions will drive the greatest value for your organizations? Come to this session and find out how to find a solution that works for you.

A106 – CRM IT Failures: An Ounce of Prevention
4:15 p.m - 5:00 p.m
Mr. Michael Krigsman, CEO - Asuret, Inc. Industry analyst, Columnist for ZDNet; Contributor to Wall Street Journal, Founder and co-host, CxOTalk
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Statistics suggest 30%–70% of IT projects are late, overbudget, or don’t meet planned requirements. These failures often arise from hidden business, organizational, political, and cultural dynamics that are difficult to understand, let alone prevent. This session will examine key predictors of CRM project failure to help keep your deployment off the unfortunate statistics list. We'll discuss the seven fundamentals of project success, look inside the revealing world of the IT devil's triangle, and examine key governance issues to make your CRM project successful.

Exhibit Hall Grand Opening & Welcome Reception
5:00 p.m - 7:00 p.m
TRACK B
Opening Keynote: The Voice of the Customer
9:00 a.m - 10:00 a.m
Paul Greenberg, President - The 56 Group & Author, CRM at the Speed of Light
Download Presentation
Companies should pay attention to the voice of the customer. Customers aren’t what they were 5 years ago. What companies have to do to respond to customers is also not the same. Social media tools and the growth of digital communities have given the customer control of the conversation and control over the business ecosystem. Technologies are not valuable if there is no intent on understanding what the customer is saying. Innovations in speech and other domains are useless unless they are valuable to the enhancement of the customer experience - the one that the customer owns.

B101 – Influencing the Influentials: CRM Advancing American Politics
10:15 a.m - 11:00 a.m
Brian Komar, Director of Strategic Outreach - Center for American Progress
The Center for American Progress has been referred to as "the most influential think-tank in Mr. Obama's Washington, the training ground for many of his top appointees." At the center of its success is an outreach
strategy focused on influencing the influentials-those people who can drive change-and a heavy use of traditional and social media. Hear more about how the intellectual engine of the progressive movement is leveraging CRM innovation for more effective and efficient outreach including influential relationship
tracking, product management, project workflow, and analytics.

B102 – How to Sell More in Good and Bad Economies
11:15 a.m - 12:00 p.m
Dennis Sommer, CEO - Executive Business Advisers
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Find, present, and close deals with decision-makers in any economy. Attendees will learn why a senior executive should talk with you and how to create value over the phone, how to find clients and penetrate their no-talk zone, how to develop a sales value proposition that puts your busi­ness value in front of you, management telemarketing do’s and don’ts that most salespeople don’t know, nine steps to build tactical telemarket­ing scripts that work with management, and how to manage gatekeepers. This session will cover the three business drivers that force management to buy and how to use them as selling tools and more.

Attendee Lunch
12:00 p.m - 1:15 p.m
B103 – Benchmark Your Marketing Automation Against Industry Best Practices
1:15 p.m - 2:00 p.m
David Raab, Principal - Raab Associates Inc.
How do you know if you're making the best use of your marketing automation system, or what to look for if you're planning to buy a new one? Attendees will learn how to build a continuous-improvement marketing process; the key to long-term optimization of your marketing investments; specific steps to foster cooperation between sales and marketing organizations; sources of data to refine lead profiles and identify new contact names; how to prioritize marketing automation changes to receive the greatest value at the lowest cost; and five specific activities that are most likely to return immediate results. This session will also cover the benefits of social media, advanced lead scoring techniques, and tricks to triple marketing campaigns without increasing your workload. 

B104 – Vendor Tutorials
2:15 p.m - 3:00 p.m
See presentations of some of the latest technological developments in CRM from companies at the conference.

Social CRM: Turning the Social Revolution into Business Value
Sanjay Dholakia, CEO - CrowdFactory

The social media revolution has changed everything. For every one interaction with a customer or prospect that your company knows about today, there are hundreds or thousands more that are already happening between customers, influencers, and prospects. Social CRM strategies and solutions can harness the untapped power of customer networks to drive real ROI as legions of customers promote, innovate, and support on behalf of your company. In this session, hear how market leaders like Best Buy, SONY, and AT&T are developing vibrant customer networks, delivering millions in value, and transforming their customer experiences with the new science of Social CRM.

Deliver Rewarding Customer Experiences in the Contact Center
Randy Saunders, Sr. Marketing Manager - Cincom Systems

Most contact centers are still caught up in efforts to reduce costs-and losing the battle for customer loyalty and profits in the process. Yet even in today's global economic downturn, the customer experience remains one of the top reasons customers choose one company over another. When the customer picks up the phone, your agent is your brand and possibly the only human voice customers experience with the organization. Learn how the contact center has a tremendous opportunity to make emotional connections with customers that will ultimately build your brand or tear it down.

B105 – Re-Engineer Your Sales Operations
3:15 p.m - 4:00 p.m
Kevin Bandy, Global Lead, Sales & Marketing Transformation, Communications & High Tech Industries - Accenture
Do you know your true cost to deliver sales? Do you recognize where sales productivity is being lost? How much time do salespeople spend across various processes? How effective is your sales team at meeting its objectives? Sales is always the core of your business—but today more than ever, a laser focus on sales is your ticket to surviving and emerging from the economic downturn a stronger company positioned for growth. This session will address these questions, and talk about how your current investments can be re-engineered to minimize sales administration and allow your sales organizations to nurture its core competency—selling.

B106 – Relationship Marketing: Client Retention & Loyalty as the New Sales Stratgey
4:15 p.m - 5:00 p.m
Thomas M Cates, Founder & President - The Brookeside Group, Inc.
Learn the fundamentals of business relationships, including popular theories underlying relationship management strategies and the effects they can have on an organization’s growth and sustainability in comparison to typical sales and marketing strategies. Discover the critical difference between client satisfaction and client loyalty. Hear how to use client retention and loyalty as a marketing strategy for growth and brand promotion. This session will show attendees how to implement relationship management tactics in their own companies. Find out simple steps any company can take to instantly improve its client relationships, retention levels, and ultimately loyalty, which will lead to sustainable growth.

Exhibit Hall Grand Opening & Welcome Reception
5:00 p.m - 7:00 p.m
TRACK C
Opening Keynote: The Voice of the Customer
9:00 a.m - 10:00 a.m
Paul Greenberg, President - The 56 Group & Author, CRM at the Speed of Light
Download Presentation
Companies should pay attention to the voice of the customer. Customers aren’t what they were 5 years ago. What companies have to do to respond to customers is also not the same. Social media tools and the growth of digital communities have given the customer control of the conversation and control over the business ecosystem. Technologies are not valuable if there is no intent on understanding what the customer is saying. Innovations in speech and other domains are useless unless they are valuable to the enhancement of the customer experience - the one that the customer owns.

C101 – Building the Economic Case for Loyalty
10:15 a.m - 11:00 a.m
Howard Lax, Senior VP & Senior Consultant, Financial Services Research - Harris Interactive
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Loyalty is not just about happy customers. Too many companies have lost sight of the business case for building loyalty. The focus on customer experience as an end to itself is both confusing the issue and a misguid­ed strategy. With some key exceptions, the experience is but a means to an end. Using actual data from an array of studies from various industries in both B2B and B2C settings, this session will illustrate the economic payoff companies realize from loyal customers. Find out why loyalty does not automatically translate into profitability. This session will walk through increasingly sophisticated ways of proving the economic case for loyalty.

C102 – Trends that Impact Contact Center Stategy
11:15 a.m - 12:00 p.m
Art Hall, Director, Performance Improvement - Alvarez & Marsal President, CRM Association, Atlanta Chapter
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Industry trends, legislation, and increasing shareholder and customer-experience pressures are forcing contact center executives and practition­ers to change the way they view and manage their contact center opera­tions. Learn what’s hot, what’s not, and what contact centers are doing differently in the areas of strategy, operations, and management. This ses­sion will also address the operational and technological advancements that are having the greatest impact on contact center efficiency and effec­tiveness and their impact on customer satisfaction and loyalty. Some top­ics discussed will be contact center technological advancements, com­pensation studies, operational best practices, and customer analytics.

Attendee Lunch
12:00 p.m - 1:15 p.m
C103 – Discovering and Measuring the Most Significant Factors Driving Customer Satisfaction
1:15 p.m - 2:00 p.m
Mariano Tan, SVP, Professional Services - TeleTech
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What are the true drivers of customer satisfaction? Hear how advanced analytics can allow you to take a deep look into customer interactions, learning and presenting actionable data back to strategic decision-makers within your organization. In this session, you will learn how to identify and measure the root causes of negative customer satisfaction, as well as the payback you can receive for improving the customer experience. The discussion will include ways to create differentiation, mitigate dissatisfaction, and identify the top 10 most significant factors driving customer satisfaction.

C104 – Vendor Tutorials
2:15 p.m - 3:00 p.m
See presentations of some of the latest technological developments in CRM from companies at the conference.

C105 – Harnessing Analytics in the Economic Downturn
3:15 p.m - 4:00 p.m
Om Kundu, Industry Strategist
Now more than ever, organizations must minimize the complexity of multiple interaction channels to create a single view of the customer. This session will underscore the significant and sustained gains of creating an enterprise feedback loop, whereby mining the millions of daily interactions across your customer touch points can help inform-and transform-your business model.

C106 – Support Many Customers With a Unified Message
4:15 p.m - 5:00 p.m
Shane Talbot, Technical Manager, Tools and Technology - AOL
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Delivering content that is accurate, relevant, and up-to-date is an ongoing challenge for any knowledge management organization. This challenge is only compounded when content is disseminated via multiple channels to multiple internal and external customers. In this situation, content can quickly become outdated and contradictory. To truly realize the vision of consolidated knowledge management, one must address migration of existing content, management of ongoing processes, third-party tool integration, development of ongoing support/maintenance programs, and implementation of the technology platform. See how AOL revolutionized its knowledge repository for all internal and external systems, thereby solving the challenges caused by using multiple, outdated, out-of-sync knowledge management repositories.

Exhibit Hall Grand Opening & Welcome Reception
5:00 p.m - 7:00 p.m



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