Customer Insights, Collaboration, and Cloud in 2011
It’s that time of the year again, when we look back to the past and try to project what will happen in the future. Although I do not consider myself to be an analyst, I do have some ideas I’d like to share concerning my areas of interest.
Clouds above San Francisco
The year 2010 has seen a rapid adoption of the idea that companies should listen more closely what customers are saying in order to understand their job-to-be-done and work towards meeting their desired outcomes. These outcome can be an ideal customer experience, or adapting a service offering so that it better meets needs and expectations. Customer experience now increasingly includes using social media to find and exchange with like-minded individuals, creating de facto online communities. Customer Engagement strategies which integrate these channels is increasingly being accepted by companies for Voice Of Customer, to source ideas for innovation, and to scale support.
Customer Enablement Technology
Enterprise Software Vendors have always focused on their enterprise clients’ needs when concocting their products. SFA, SCM, CRM, ERM, [insert your TLA] were all developed with the objective of optimising business from the inside-out, formalising and streamlining processes and connecting systems, and now with Social Software in the Workplace connecting people again. In parallel to that, we have seen companies build platforms that help people connect such as the now-ubiquitous Facebook, Twitter and consorts, bridging time and space to help people interact and reinforce ties with others like them.
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