- Beagle Research Group CEO Denis Pombriant
- CRM Essentials Owner Brent Leary
- ThinkJar Principal and Founder Esteban Kolsky
- Initium LLC/Innovantage Founder and CEO Brian Vellmure
- 56 Group LLC Owner Paul Greenberg
In the 2012 installment, our group talked a lot about advances in Big Data, Social and Mobile. The same themes were repeated this year, but the specific ways each is applied in the CRM context has evolved. Here’s a summary of this year’s Next 5 in 5.
‘Curated Data’ Will Wrangle the Big Data Problem
To tackle these obstacles, our experts foresee more services emerging to curate data from various sources to address specific business problems. This might include data from providers like IP address registries and Dun and Bradstreet, plus social sharing behaviors.
This information would then be fed into your CRM with an alert to act at the moment when it matters most. So if someone is on your website, these technologies could automatically send you information about which company that visitor is from which can help you refine your site’s messaging.
Crowdsourcing Will Use Contacts in New Ways
Our experts predicted that technology developers would new services for leveraging these existing customers for crowdsourced marketing. These products might automatically identify customers with the greatest ability to advocate for your company via social media, then arm them with tools for doing it.
Improving Data Will Monetize Social Media Management
Few products today successfully mine social media data for leads. The process is more often manual and inefficient. This is primarily due to rapidly evolving integration with social tools. Because these are changing so quickly, the data is often imperfect and unreliable. As a result, developers focus most of their energy compensating for these bugs instead of empowering technology to generate revenue. This will change as the way information is passed from social tools improves.
Voice-Enabled Technology Will Truly Mobilize CRM
This will change over time as Natural Language Understanding (NLU) technology improves. NLU determines the intent and context behind spoken words. Our experts expect mobile CRM developers to hop on board as soon as they are confident these apps won’t annoy the user.
Predictive Analytics Will Automate Personalized Marketing
This personalization will extend to other avenues such as onsite navigation – you might be served offers, content and live chats based on what has moved other site visitors like you further down the sales funnel, faster.
You can read the full 2013 report here. What other technology advancements do you see evolving how we use customer relationship technologies today? Leave a comment below.
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