As social media continues to grow and make the world smaller and more interconnected, it will continue to have an impact on CRM and give it a far more social form. There will be advances in related technologies, tools and applications making social CRM far more effective and easier to track.
1. Growth of Analytics through CRM
With companies realizing the potential of analytics in their businesses and with social CRM still in its nascent stage, analysts aver that there will eventually be a convergence between analytics and social CRM. And it is also expected that social CRM will act as a catalyst to analytics, taking the latter to the next level.
2. The Age of Aggregators
As companies rush to adapt to the ever-changing landscape of social media and try to integrate them into their existing CRM systems, enablers of such capabilities are still nascent and non-standardized. Features like having a common profile, standardized account management and single sign on for all social networking sites etc. are still unheard of. However there is a huge potential in this and a lot of third party vendors like Socialware, Tweetdeck etc have taken the lead with regard to offering solutions in these areas.
3. Convergence of Sentiment Analysis with Social CRM
According to Wikipedia "Sentiment Analysis refers to a broad area of Neuro-Linguistic Programming (NLP) and text mining which aims to determine the attitude of a speaker or writer with respect to some topic." There are different ways in which the system is trained to identify the sentiment properly. In CRM, sentiment becomes an important metric when considered in conjunction with other attributes. And with social CRM coming of age, the whole landscape will change as touch points with customers increase manifold.
The raw power of sentiment analysis system can be seen only when one can drill down to a specific case for a specific product or service expressed by an unhappy customer through a specific medium, understand the problem, reach out to the customer at the earliest possible time and thus it becomes a part of the solution. And this is the ultimate goal of social CRM, to enrich every interaction with the customer and deepen the relationship across various media and channels, and allowing the customer to drive the relationship forward.?