You are here: silicon.com > Networks > WebWatch

WebWatch

Watch out - here comes Generation Virtual

CRM must adapt to keep up

Tags: crm, sell, web 2.0, gartner

By Tim Ferguson

Published: 20 February 2008 11:25 GMT

Companies using CRM technology will need to change their approach as traditional ways of selling become less important.

Cheat Sheets

Web 2.0
Mash-ups

Consumers are increasingly going online and developing anonymous online personas, meaning selling methods based on demographic information - such as age, social group and geography - will become less relevant, according to analyst house Gartner.

Gartner says the rise of a so-called 'Generation Virtual' - defined by their preference for the use of digital media channels - means companies will need new skills and techniques to engage with consumers.

Gartner analyst Adam Sarner said this new generation is growing in influence, meaning companies need to change their approach to building relationships.

He added CRM-focused companies - and their marketing departments in particular - need to address this by adapting to changing customer needs, and said in future customers' true identities will have less importance, and instead companies will need to understand the role or persona customers are playing at any given time and treat them accordingly.

Gartner suggests customer data, business intelligence and analytic tools will also develop to allow companies to better understand their customers.

  1. Zones
  2. Management
  3. Networks
  4. Software
  5. IT Services
  6. Hardware
  1. Verticals
  2. Public Sector
  3. Financial Services
  4. Retail & Leisure
Read and write about internet access at the airports of the world at atlarge.com. Rate airports, and see what others have to say...

Rob Bamforth Seeking memorable mobile apps Quocirca's Straight Talking: Why are there so few?

Stewart Baines How much SEO is too much? Net Effect: Plus 10 tips on boosting your site's profile


  • Jobs
CRM Architect, Unica, Epiphany, SAS

International company with massive global customer base is looking for aCRM architect to develop and implement a brand new analytical CRM ...

CRM MS Dynamics Specialist

They require the services of an individual that can offer around 2 years of experience, both development & support, with MS Dynamics CRM (ideally v ...

SAP Support Analyst - CRM/SD/MM/Finance - Retail/Automotive

SAP Support Analyst is required for a large Automotive & Retail organisation, providing 2nd line support for SAP Programme teams and UK Service ...

Agenda Setters 2008
Welcome to the ninth annual Agenda Setters poll – silicon.com's list of the top 50 most influential individuals in the technology and IT industries, from techies and CIOs to entrepreneurs and business leaders. Find out more in our latest special report.





Quick Sitemap Links: