The place where the Customer counts

Free thoughts on CRM, Business and the next big thing

The place where the Customer counts - Free thoughts on CRM, Business and the next big thing

Gartner indica il futuro del Social CRM

Dopo l’uscita dell’ultimo Magic Quadrant sulle suite che a vario titolo possono essere considerate come precursori tecnologici a supporto del Social CRM, la stessa Gartner conferma i suoi convincimenti sull’indispensabilità di ripensare le proprie strategie customer-centric nell’epoca del Social Customer, in occasione del recentissimo Symposium ITExpo 2010 che si è tenuto ad Orlando, pubblicando quelli che per lei sono le Top 10 Strategic Technologies del 2011 (vedere qui). La lista dei suddette tecnologie di frontiera è la seguente:

  • Cloud Computing
  • Mobile Applications and Media Tablets
  • Social Communications and Collaboration
  • Video
  • Next Generation Analytics
  • Social Analytics
  • Context-Aware Computing
  • Storage Class Memory
  • Ubiquitous Computing
  • Fabric-Based Infrastructure and Computers

Come si evince ci sono due categorie ben distinte di previsioni; quelle relative a topic puramente tecnologici e quelle che palesemente si riferiscono ad aspetti squisitamente legati al futuro del Social CRM e alla sua evoluzione in Social Business. Per comodità riporto il dettaglio dei 4 punti che ritengo fondamentali nelle previsioni strategiche di business fatte da Gartner:

Social Communications and Collaboration
Social media can be divided into: (1) Social networking — social profile management products, such as MySpace, Facebook, LinkedIn and Friendster as well as social networking analysis (SNA) technologies that employ algorithms to understand and utilize human relationships for the discovery of people and expertise. (2) Social collaboration — technologies, such as wikis, blogs, instant messaging, collaborative office, and crowdsourcing. (3) Social publishing — technologies that assist communities in pooling individual content into a usable and community accessible content repository such as YouTube and flickr. (4) Social feedback — gaining feedback and opinion from the community on specific items as witnessed on YouTube, flickr, Digg, Del.icio.us, and Amazon. Gartner predicts that by 2016, social technologies will be integrated with most business applications. Companies should bring together their social CRM, internal communications and collaboration, and public social site initiatives into a coordinated strategy.

Next Generation Analytics
Increasing compute capabilities of computers including mobile devices along with improving connectivity are enabling a shift in how businesses support operational decisions. It is becoming possible to run simulations or models to predict the future outcome, rather than to simply provide backward looking data about past interactions, and to do these predictions in real-time to support each individual business action. While this may require significant changes to existing operational and business intelligence infrastructure, the potential exists to unlock significant improvements in business results and other success rates.

Social Analytics
Social analytics describes the process of measuring, analyzing and interpreting the results of interactions and associations among people, topics and ideas. These interactions may occur on social software applications used in the workplace, in internally or externally facing communities or on the social web. Social analytics is an umbrella term that includes a number of specialized analysis techniques such as social filtering, social-network analysis, sentiment analysis and social-media analytics. Social network analysis tools are useful for examining social structure and interdependencies as well as the work patterns of individuals, groups or organizations. Social network analysis involves collecting data from multiple sources, identifying relationships, and evaluating the impact, quality or effectiveness of a relationship.

Context-Aware Computing
Context-aware computing centers on the concept of using information about an end user or object’s environment, activities connections and preferences to improve the quality of interaction with that end user. The end user may be a customer, business partner or employee. A contextually aware system anticipates the user’s needs and proactively serves up the most appropriate and customized content, product or service. Gartner predicts that by 2013, more than half of Fortune 500 companies will have context-aware computing initiatives and by 2016, one-third of worldwide mobile consumer marketing will be context-awareness-based.

Come si vede ho sottolineato le dichiarazioni che ritengo più significative di ogni categoria. Da queste emerge in sintesi una previsione globale e sintetica che ci indica la strada della sempre più netta adozione di piattaforme collaborative, che consentano di amplificare le potenzialità relazionali con i vari stakeholder coinvolti nella creazione del valore per il proprio business, e inoltre l’affermazione di nuovi trend analitici che costituiranno l’impalcatura informativa (quello che Esteban Kolsy nel suo modello architetturale di Social CRM ha chiamato Actionable Layer Unit) grazie alla quale sarà possibile agire in maniera proattiva e reattiva (ma in near real-time) agli input provenienti dal social landscape.

La combinazione di questi trend ci consentiranno dunque di elaborare l’unione tra i social data e quelli tipici di utilizzo, transazionali e relazionali (ma su canali tradizionali) al fine di ottimizzare la relazione azienda-cliente nell’ottica di miglioramento continuo dettato dal modello di Continuum Experience.

A tale proposito mi sono dilettato anche a raffigurare qui sotto (cliccate per i dettagli) quale potrebbe essere l’ipotetica architettura che prenderebbe in carico il suddetto processo di miglioramento continuo.

Cosa ne pensate? Potrebbe essere una base di partenza per cominciare a declinare operativamente trend e vision accumulate fino ad oggi?

Category: CRM, SCRM, Trend