Monday, February 22, 2010

Gartner Reveals Key Customer Relationship Management Predictions for 2010 and Beyond

Facebook will be the No. 1 social network in all but 25 countries, according to Gartner, Inc. In countries such as Brazil, Russia, India, China and Japan it will not be No. 1. The prediction is one in a series Gartner analysts have made on customer relationship management (CRM) in areas including CRM marketing and social CRM.

CRM remains high on the business agenda for CIOs in 2010. According to the Gartner Executive Programs (EXP) 2010 CIO Agenda survey, attracting and retaining new customers will be the No. 5 business priority for CIOs in 2010.

Gartner’s predictions for CRM in 2010 and beyond include:

By the end of 2010, Facebook will be the No. 1 social network in all but 25 countries, but it will not be No. 1 in Brazil, Russia, India, China or Japan.
Marketers and customer service management will need to switch focus from the large number of social networks to the three or four that will dominate specific languages.

Through 2010, marketing budgets will remain flat in more than 90 percent of companies, despite a return to growth.
CFOs are demanding increased accountability from marketing departments, often exerting unprecedented pressure to link programmes to sales results and return on investment (ROI).

By the end of 2010, more than 80 percent of market growth in social applications will center around a business use case for improving external customer relationships, rather than improving internal collaboration.
Although the hype around any and all social media activities will continue through 2010, companies are struggling to find a business case, including hard metrics and specific business outcomes, using general social activities and generic social applications. Nevertheless, social projects evaluated by Gartner show that those with a clear and direct mutual purpose (benefits for both company and customer) were the ones likely to show measurable results. Gartner said that the social application vendors that make the transition from general purpose to support for specific business, with use cases and key performance indicators, will see double- or triple-digit growth in 2010.

By the end of 2011, more than 90 percent of Fortune 1000 marketing campaigns will include online marketing, up from 50 percent in 2009.
Marketers are responding to the expansion of the internet by investing in addressable branding and advertising, and contextual, community and transactional marketing.

Gartner predicts that marketers will see a 10 to 20 percent savings in marketing communications as a result of precise attribution metrics for campaigns. Online marketing will enable faster testing and campaign refinement, and help avoid the continued waste of funding a failed campaign, while engaging in more-thorough campaign testing prior to launch. It will improve the overall success of all marketing objectives. Both speed of analysis and response will be critical to success.

More information on CRM can be found at

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