Modern-day CRM started its roots in the 1960s with the "4 P's" marketing framework--product, price, place, and promotion. Any relationship marketer who has been at their craft since the 1980s knows that this structure eventually became the foundation to describe companies' focus on understanding individual customer segments and delivering personalized service and marketing engagement strategies.
By the 1990s, when computer systems were deployed to support and automate sales and service processes,"CRM" quickly became the model for managing a company's interactions with current and future customers and involves technology to organize, automate, and synchronize sales, marketing, and service.
CRM has changed the face of marketing and service forever. Today, CRM's interactive technologies allow for customization and personalization of all elements of the value proposition - product, service, logistics, inbound and outbound communications - in collaboration with customers. In return its cultivated customers with high expectations of the brands with which they do business.
Today, CRM has become synonymous with customer experience. In an effort to recognize excellence among the organizations that have implemented customer strategies and CRM initiatives that deliver optimum customer experiences, 1to1 Media and Gartner spotlight these leaders in its joint annual awards program. Now in its 10th year, the Gartner & 1to1 Media CRM Excellence Awards are awarded to customer-centric companies for their outstanding business performance and exceptional results.
The call for entries for our 2014 awards program will open on Wednesday. For our 10th year, we've made a couple of changes. We've merged our EMEA and U.S. programs into one global awards program. All winners will be announced and honored at Gartner's Customer 360 Summit on May 19th in Orlando. Additionally, we added a new category: Innovation (emerging technologies). Nominations in this category will be judged on the company's use of innovation with emerging technologies such as social channels or mobile capabilities to increase customer engagement, improve the customer experience, and increase business performance across several criteria, including the quality of the overall engagement strategy, the execution of that strategy, and the measurable business results.
Together, 1to1 Media and Gartner have created a class of international CRM winners that highlight the importance of having an enterprisewide customer experience and can show the resulting organizational excellence from doing so. If you know a company that has achieved CRM excellence in the categories of Customer Analytics, Sales Force Effectiveness, Innovation, Customer Service Optimization, or Integrated Marketing, please download a nomination form on the 23rd. Good luck!