3 Social Analytics and CRM Predictions for 2012
Some marketers still do not believe social media has much to offer. Others are hankering to know so much about it that they want to hear the predictions for 2012 "in the realm of social analytics for customer experience management." To that end, Rebecca MacDonald does not disappoint.
Here are the predictions from MacDonald, vice president of marketing at Palo Alto, Calif.-based customer experience management application provider Attensity:
1. Real-time social analytics will become the new standard for success. "In 2012, text analytics and CEM tools will be sharpened to specifically target certain industries and time-sensitive events," she says. Such solutions were adopted in 2011 in industries ranging from financial services and hospitality to telecommunications, consumer electronics and IT.
"There still remain industries that have barely tapped into the social stream," MacDonald adds. "Across the board, the demand for real-time social analytics on timely events and topics like marketing campaigns, product launches, emerging issues and news events (such as the ongoing election and debates) is going to become the new standard for success. Those who can analyze social customer sentiment in real-time—and share that information the fastest—will win."
2. Social engagement will move from specialized social teams to business users throughout the enterprise, MacDonald says. "Customer issues and opportunities appear and spike very quickly in social media. Enterprise organizations must find ways to address this by integrating social media into their customer interaction processes. They are looking for solutions that combine social engagement with workflow and business process rules, alerting and routing."
3. Companies will implement multichannel tools that integrate social analysis with other enterprise systems, MacDonald says. "There is an increasing demand among large global organizations for text analytics solutions capable of analyzing multi-lingual customer conversation data from millions of sources, while integrating with other systems (BI, CRM, etc.)," she says. "Big data is predicted by [IDC] analysts to be 'the next must have competency in 2012 as the volume of digital content grows to 2.7 zettabytes, up 48 percent from 2011. Over 90 percent of this information will be unstructured (e.g., images, videos, MP3 files, and files based on social media and Web-enabled workloads)—full of rich information, but challenging to understand and analyze.'"