CRM is entering a new era where the focus is much more on the Relationship and less on its Management. Driven by social media, a more open, honest and balanced approach is emerging, where organizations listen to and work with their customers to provide mutually beneficial and rewarding relationships.
As a result, the customer experience is now of paramount importance but organizations currently struggle to provide a consistent experience across existing and emerging channels and lack insight on the cross-channel interactions their customers' embark on. The adoption of analytics to help understand and improve sales, marketing and service processes across all channels, ranging from a contact center to the mobile web to a social community is a key investment area.
At this Summit, Gartner will provide guidance on how to apply intelligence to customer interactions and become socially aligned and digitally enabled.
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- Event website: http://www.gartner.com/technology/summits/emea/crm/index.jsp