Don Scheibenreif

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Don Scheibenreif
Research VP
2 years at Gartner
3 years IT Industry

Don Scheibenreif is a research VP with Gartner's Industries Research group. He works with Gartner's Consumer Goods Manufacturing and Pharma clients to help them understand the technologies and trends that will drive profitable consumer demand and engagement. Read Full Bio

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Travel Notes: Gartner Customer360 Summit

by Don Scheibenreif  |  May 10, 2013  |  Comments Off

As you saw from the previous video posts (a first for me and thanks to my colleague Jenny Sussin for suggesting) we had an exciting and busy time at last week’s Gartner Customer 360 Summit in San Diego, CA.  We had record attendance on top of a big jump in attendance last year.  Here are some of my key takeaways from the Summit

On the importance of customer-centricity: The Summit highlighted that CRM is more than just technology. It is as much (if not more) about culture and people inside the organization. Many organizations talk about being customer-centric, but without the ability and commitment to understand your customers, engage them and deliver for them, CRM is just a set of technologies. Given the range of content, examples, speakers, solution providers and attendees, I hope that we  were able to advance customer centricity and the idea of earning customers for life.   

On the evolving IT-Marketing relationship: I led a round table discussion with over 15 clients from all types of industries on the relationship between marketing and IT.  The mix was about 1/3 marketing and 2/3 IT, which was great. Having written on this topic several times in addition to delivering presentations and workshops on the subject. I was excited about the level of engagement in the discussion. Participants approached the roundtable from the angle of seeking advice, ideas and  encouragement and less about complaints. Like many situations, there is no one way to approach this opportunity, but I felt like was encouraged that people were asking the right questions to take advantage of the benefits of a strong marketing-IT relationship

On context-aware real time offers in grocery: I had a chance to deliver our presentation, “Me Marketing: Get Ready for the Promise of Context-Aware, Real-Time Offers in Consumer Goods.” As with the other times we have made this presentation, we generated some good discussion among retailers, manufacturers and service providers. The group agreed that the idea of “Minority Report in the Grocery Store” is at least five or more years away, but the building blocks are in place for that future.

Cool use of crowd sourcing: During the opening keynote presentation, Gene Alvarez, Jim Davies and Ed Thompson used interactive polling to help Gartner develop three predictions we will use in our research. The technology is getting easier to do for this type of audience interaction.  Think  about how you can build this into any type of group interaction or presentation. It’ll make it more fun.  

Twitter surprise: Gene Alvarez told us that the Summit’s Twitter handle #GartnerCRM trended in the top ten topics globally on Wednesday May 1.  This was certainly a first for us and underscored the importance of  social media and how people engage and share during conferences. I tweeted as well, but not as fast as others I saw on the feed. Watching the feed is a great way to see what people are taking away from the content.

Also, be sure to mark your calendars for the 2014 Gartner Customer 360 Summit. It will be May 12-14 in Orlando, Florida.

If you attended the Summit, please share your comments and takeaways…

 

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Category: Consumer Goods     Tags: