How 'Generation V' Will Change Your Business - WikiLeaks (15 pages)

1 recommendations for crm managers • figure 3. the virtual environment generation model

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Publication Date: 3 January 2008/ID Number: G00153798

Page 7 of 15

© 2008 Gartner, Inc. and/or its Affiliates. All Rights Reserved.

Figure 3. The Virtual Environment Generation Model

Virtual

Self-Actualization

Web 2.0

Personal Voice

Î

Social

Voice

Self-

Expression

Introspective

Exploration

1995-2005

2005-2015

2015-2025

Web 1.0

Commerce

Buying/Selling

Order mgmt.

Catalog

Ad serving

E-mail

Web browser

HTML

Blogs

Tagging

RSS

distribution

Podcasts

P2P file

sharing

XML

Wikis

Reputation

engines

Community WOM

Community

portals

Location-aware

services

Wireless

Virtual

environments

Life simulation

tools

Persona mgmt.

Persona bots

Company bots

Generation

Goal

Strategy

Tech-

nology

Belonging

Virtual

Self-Actualization

Web 2.0

Personal Voice

Î

Social

Voice

Self-

Expression

Introspective

Exploration

1995-2005

2005-2015

2015-2025

Web 1.0

Commerce

Buying/Selling

Order mgmt.

Catalog

Ad serving

E-mail

Web browser

HTML

Blogs

Tagging

RSS

distribution

Podcasts

P2P file

sharing

XML

Wikis

Reputation

engines

Community WOM

Community

portals

Location-aware

services

Wireless

Virtual

environments

Life simulation

tools

Persona mgmt.

Persona bots

Company bots

Generation

Goal

Strategy

Tech-

nology

Belonging

Source: Gartner (December 2007)

CRM managers can use this model to help them plan their online investments in a virtual
environment. The generations and their goals are:

Generation 1 — Web 1.0. Goal: These types of sites enable customers to engage in
transactions. Technologies such as order management and a catalog are commonplace.

Generation 2 — Web 2.0. Goal: These types of sites facilitate the expression of one's ideas and
sharing. Companies (or users) provide technologies such as tagging, blogging tools or person-to-
person (P2P) applications. These sites give users a personal voice to share their ideas.

Generation 3 — Community. Goal: These types of sites facilitate socialization and community,
and create an influential group voice. Technologies such as wikis and regulation engines are
common devices used to pull together group information and assist in the structuring of social
groups. Location-aware services help bring people together.

Generation 4 — Virtual. Goal: These environments enable introspection and exploration.
They're geared toward multiple virtual experiences, combining goals from Generations 1, 2 and 3.
Technologies include virtual world creation, personas, persona bots and "company bots," which
are artificial intelligence, self-learning automated personas that companies will be using to
interact with other personas.

2.1 Recommendations for CRM Managers

• Use the four-generation model for benchmarking and planning online investments.

• Expect online technologies to facilitate more than half of the customer's buying process

as companies move past Generation 2.

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