Intent-Driven Customer Processes: The Next Evolution in CRM

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Organizations are working to streamline and improve their customer interaction processes in order to become closer to their customers. However, the best possible action in any interaction is dynamic and based on the changing needs of both the customer and the organization.

Organizations are working to streamline and improve their customer interaction processes in order to become closer to their customers. However, the best possible action in any interaction is dynamic and based on the changing needs of both the customer and the organization. Standardized processes are too rigid and are unable to meet customer expectations and ensure loyalty.

Organizations that adopt an intent-driven customer service strategy can dynamically change processes to align their intentions for the customer with the customer’s most likely intentions for the business — in the moment of customer interaction — and make an evolutionary leap in service that results in greater levels of retention and profitability.

In this session, we will explore the rewards of an intent-driven CRM strategy and discuss how organizations have used "smart" business process management (BPM) to unify their business decisions and policies with their operations and systems to drive process innovation and achieve:

  • Branded customer experiences that build loyalty
  • Intelligent customer interactions that drive profitability
  • Value-based customer service that enables differentiation

 

Featured Speakers:

Michael MaozMichael Maoz – VP and Gartner Fellow

Michael Maoz is a research vice president and Distinguished Analyst in Gartner Research. His research focuses on customer relationship management (CRM) and he is the research leader for customer service and support strategies, field service and service management for product-centric industries. Mr. Maoz has 20 years of international experience, with 12 years in CRM applications, contact centers, field service, software as a service, and European market dynamics.

 

Amy BethkeAmy Bethke, Director of Product Management, Pegasystems

Amy Bethke is Director of Product Management at Pegasystems Inc., where she is responsible for the company’s customer service product offerings. Amy has held engineering, product management, product marketing, customer support, and business analysis positions in the software industry since 1987.

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