We are at the end of this year and as usual you can read lots of articles about predictions and trends for next 2013 about whatever you want, and Social CRM is not except.
Here, more than predictions, I’d like to list my personal expectations for the next year; a short set of strategic/operations/tech events I’d like to see coming true to boost Social CRM strategies implementations.
Social media as commodities – they are more and more seen as new channels to be integrated with others (phone, email, chat, etc.) even if their own pecularities have to be considered carefully cause of potential pitfalls related to their misuse (a perception gap resulting from a bad accordance between customers and companies expectations is a classic dangerous outcome).
Communities as Social CRM basis – real Social CRM success cases will come mainly from generation and/or nurturing of specific p2p communities. It’ll obviously depend on industry but B2C and B2B sectors will gain more and more value considering people contribution to the business in marketing, branding, service and innovation areas.
Customer Experience as a new focal point – service design concepts and techniques will be increasingly utilized especially to analyze customer journey and understand customer experience through moments of truth and pain points; and these activities will be the fundamental steps to re-think and re-design your customer-centric strategies.
Internal and External integration – I’d like to see a progressive effort to improve integration between internal collaboration projects with external ones to link and correlate more dinamically and fluently operational processes with customer-centric objectives
Big data will simply become data – it depends on how companies will open their “eyes”, or better “ears”, to take information coming from various sources. More openness more data but, once you get them, I’d like to see expertise in the company to extract sense from them and, more valuable, to nurture analytical approach so you can allocate right information in each organizational level to help people doing their jobs more efficiently and effectively.
Mobile is here to stay – nothing to say cause I’d like not to listen about Mobile potential opportunities anymore. It’s “a fact” not a “nice to have” and you need to consider it not simply as a new touchpoint to integrate in multi-channel offering but also as a new interaction model with its own pecularities.
Merger & Acquisition won’t stop tomorrow – yes, the market will keep on moving and won’t stop in 2013 for sure. Consolidation is mandatory when you have so many granular and different features concurring to a Social CRM functional enablement, and big CRM players knows that very well.
What do you think? Do you want to extend the list wtih more expectations?
Meanwhile I wish you a Merry Christmas and/or Happy New Year and see you on 2013