Jenny Sussin

A member of the Gartner Blog Network

Jenny Sussin
Principal Research Analyst
2 years with Gartner
4 years IT industry

Jenny Sussin is a princial research analyst in the ITL Enterprise Software group of Gartner Research, with primary focus on social for CRM. Read Full Bio

Coverage Areas:

We are the 99%! – How Gartner Customer 360 Set and Reset My Brain

by Jenny Sussin  |  March 19, 2012  |  2 Comments

I feel like the title of “Lessons Learned” is so boring, don’t you? Instead I went “Occupy Wall Street” on you.

Image from "Technosyncratic"

For those who didn’t attend 360 this year, let me give you a quick recap of how days went: breakfast meeting, meeting, presentation, meeting, meeting, thinking you don’t have a meeting but you do have a meeting, lunch meeting, meeting, coffee meeting, presentation, meeting, meeting, dinner meeting, sleep, repeat. Needless to say, my brain was on overload and is still in recovery mode so I am sorting the “lessons learned” into three categories: confirmed truths, things to revisit and things I was totally off on.

1. Confirmed Truths

  • Biggest issues for organizations looking to implement a social CRM plan are cross-teaming (the good old silo issue) and figuring out how to budget headcount for the work to be done.
  • Marketing is still leading the social CRM revolution/evolution, followed by customer service and IT. Sales is still saying “prove it.
  • IT is still trying to figure out how to convince LOBs they should be included in social CRM planning.
  • Technology is not the issue – people and process are. All the software in the world can’t make up for poor people and process planning.
  • I look ridiculous in a suit. 

2. Things to Revisit

  • There is a MAJOR divide in the maturity of social CRM strategy and implementations.
  • Some businesses, we’ll call them the 1%, are rolling. They’ve created a single view of the customer (social, CSS, sales,) they have a cross-departmental team in place to guide the enterprise social CRM strategy, they have budget, they are measuring what they have done, they are putting it into an ROI model.
  • The 99% are still trying to get their strategy off of the ground. They need traction. They need help identifying their business case. They need strategy advice. They need execution advice. They need tactical advice. They are at levels 1 and 2 of The Five Stages of Social CRM Adoption.
  • The 1% are sick of people calling themselves social media experts, so while there are only 1% of us: please stop calling yourself that.

3. Things I Was Totally Off On

  • The timing of my presentations. They took 25 and 35 mins of the 60 planned. (Nice, Sussin.)
  • My jokes…I am not as funny as I like to think I am.
  • Very little else, it actually makes me feel alright that I am not so off.

Anyone else at 360 – what did you learn? Anything surprise you? Any feedback for the crew here?

Oh, and first person to find 3+ grammatical errors in this post, wins!

2 Comments »

Category: 360 customer service marketing social crm social media     Tags: , , , , , , , , , , , , , , , , ,

2 responses so far ↓

  • 1 Beth Torrie   March 21, 2012 at 7:46 pm

    Jenny
    I went to both pcc and 360 and I loved your session.

    * You look great in a suit!
    * Never apologize for ending early.
    * Gartner hired a young, smart, funny woman – a great change for the big G. Congratulations to us – the gartnerclientbase.
    * Peach tablecloths in a basement are ugly and cheap. Oh Gartner, you can do better.
    * Seth Godin rocked it.
    * Marketers are getting smarter every day.
    * I have reflected over and over again on many of the great takeaways from Kim Collins’ Panel with Stowe, Match.com, Mohegan Sun, and Anthropologies. Beautiful stories on Customer Engagement.

    I found more than three grammar errors – do you really want to know….I don’t want you to have a flashback to your last session, plus I can’t figure out how to markup text with microsoft word.

    Great to meet you and thank you for a great show.

    – Beth Torrie

  • 2 Jenny Sussin   March 21, 2012 at 8:01 pm

    Thank you for all of the compliments Beth. (I paid her.)

    Just tell me the spelling errors, TELL ME! The last thing I need is a similar error to that in my last session. (Inside joke for those who attended.)