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June 22, 2011

Kotadia's Five Tech Trends Driving Social CRM

By David Sims, TMCnet Contributing Editor

Dr. Harish Kotadia Social CRM, CRM Consulting Lead for Infosys (News - Alert) Technologies, certainly knows his stuff when it comes to Social CRM. He’s recently posted a list of what he considers to be five key technological trends driving Social CRM, excerpted here:

Cloud Computing/SaaS CRM. Social Media channels (like Twitter and Facebook (News - Alert)) generate tremendous volume of user generated content created by millions of users. It’s not possible for CRM system to import/store the data locally, unlike traditional CRM, where data was generated by few users and stored in local database. Under the SaaS (News - Alert) model, it is not difficult to add new Social Media channels/feeds to the hosted (Social) CRM application and make it available to users on-demand.

Service Oriented Architecture. Along with cloud computing, not only makes it easy to integrate applications, but also facilitate plug and play modules and add-ons that can dramatically reduce time and cost involved in extending functionality of the application. SOA design is of great help in Social CRM as new social media tools and functionality can be added without expensive customization or upgrades.

Real time in process analytics. Predictive analytics has made it possible not only to analyze past customer behavior, but predict future behavior too based on statistical models. Predictive analytics logic/modules can be embedded in Social CRM work-flows to analyze and predict customer behavior from real-time social network data feed and take corrective action by triggering appropriate work-flows based on pre-defined business rules.

Smart phones and tablet PCs. Mobile phones have evolved from simple telephones to mobile multi-media communication hubs connected to the Internet via always-on wireless broadband connections. This is going to be one of the big stories over the next couple of years that will fuel exponential increases in social networking sites and their user base as inexpensive smart phones continue to flood the market. Similarly, tablet PCs have the potential to change the way we use social media tools and take social networking to a whole new level.

Enterprise application and data mashups. In any large or medium enterprise are a diverse range of applications such as on premise CRM or SaaS CRM, BPM, MDM, ERP etc. to name just a few. Adding social networks to the enterprise application landscape increases the complexity of integrating and managing all the applications, not only because of amount of data generated by users on social networks but also the need to monitor and respond in real time.

David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.

Edited by Juliana Kenny

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