Ten years ago I had the wonderful opportunity to be a Gartner Fellow. What I did during that fecund two-year period was develop a concept that I termed, The Intent-Driven Enterprise. I began to talk to my colleagues, talk to IT managers, heads of customer support, sales leaders, and software vendors about the idea. Some really got it, but most didn’t see the value. In 2005 I published my first papers on the topic, and created the first presentations. Here was the opening of the first paper (which is still archived on Gartner.com as http://www.gartner.com/document/485578 , The Next Phase of CRM Is a Customer-Intent-Driven Organization)
“Building an intent-driven organization requires more than just matching the intent of the customer during an interaction with the intent of the organization. It requires integrating the organization into the customer’s life so that the intent of the organization (typically revenue and profit growth) is met, while pleasing the customer. Understanding the context of the relationship and each interaction within that relationship is critical to redesigning the organization’s processes. Move beyond standard business processes into the mass-customization of organizational processes to align with the needs of the customer.”
Looking at the great trends in Smart Machines, Personal Virtual Assistants, Haptics, Internet of Things, Big Data analytics, personalization technologies, social media analytics and Digital Marketing technologies, we might be on the edge of returning to the concept of the Intent-Driven Enterprise – of aligning corporate / enterprise (even governments and higher ed – heck: all Education!) processes such that they maximize serving the customer in line with revenue goals.
What we suggested then seems to resonate today:
“The necessary change is not to replace product centricity with customer centricity, but to recognize that customer-facing aspects of operations require different approaches than core back-office functions. Test whether the approach that has been taken toward the customer and customer-facing processes is correct, based on customer feedback. Ask customers and yourself, “Do we consistently identify the intent of the customer (their need) and then build processes that match these intents in a way that meets the needs of the organization?” This is the challenge organizations must meet if they wish to sustain customer centricity.”
So, ten years later, are you ready to build an Intent-Driven Organization? Who will run it? Marketing? Maybe a collaboration between the CIO or Chief Digital Officer and the Chief Marketing Officer?
How do you see this playing out?