In my previous post, I highlighted how social technologies will drive businesses to focus on the complete customer experience and why organizations must plan ahead to stay competitive. We expect most organizations to increase their investments in social technologies. But to drive business value (and reduce risks), CIOs must be proactive in managing the coming invasion of consumer-driven social technology.
Expect investments in social technologies to grow across Asia Pacific. Discussions with both IT buyers and vendors confirm that social technology adoption and usage are growing across the region. The data below shows the likelihood to spend on social technologies over the coming year. Economies like Malaysia (92%), Korea (86%), and India (70%) are most keen on spending, whereas Australia (31%), China (30%), and Singapore (26%) all lag. This is likely due to growth economies like Malaysia and India ramping up their initial investments in areas like collaboration and knowledge management, both of which are already well-established in more mature IT markets like Australia and Singapore. China stands out as an anomaly among other mature markets chiefly because of language-specific needs.
We’ve all heard, spoken about, or at least mentioned big data as a key trend for the technology industry in the past year. While it’s a no-brainer that big data is definitely affecting businesses today, little has been said about its relevance and how it affects consumer engagement. In an effort to make sense of this hype and decode the impact of big data on organizations’ relationships with customers, I’ve decided to write a report entitled “The Big Deal About Big Data For Customer Engagement.” Yes, big data is definitely a big deal — in fact, it’s a bigger deal if not handled with prudence!
To better understand this space, I’m keen to engage with both vendors and senior decision-makers at organizations that are either currently grappling with big data or planning to launch a project to manage this situation.
Once I hear from you, I or one of my colleagues will reach out to you with a premise document that covers the main questions that I would like to discuss with you during the course of a 30-minute interview. Just to share with you, we are looking at conducting these interviews over the next month. It goes without saying — but it’s best when said — we will honor all requests for confidentiality and will send you a copy of the report when it is published.
Please leave a comment with your contact details or send me an email at sgogia (at) forrester (dot) com.
Consumers across Asia Pacific are using multiple touchpoints to obtain and share information and purchase products and services. Organizations — both public and private — are struggling to support and enhance these new customer experiences across rapidly evolving channels like application marketplaces and mobile devices that are increasingly contributing to revenue growth.
Customer relationships will continue to change faster than CRM tools. Organizations are unable to cater to non-traditional touchpoints using their legacy systems. They are beginning to understand how these new touchpoints are impacting engagement at every phase of the customer lifecycle and across multiple channels and touchpoints. Organizations that truly value customers will invest in social tools (and platforms) in 2012 to better manage relationships.
Organizations will increasingly be forced to evolve from "transactional" customer interaction methods to customer "engagement." Organizations across multiple industries like FMCG (fast-moving consumer goods), retail, professional services, and media & entertainment in Asia Pacific are already thinking about the customer lifecycle beyond legacy CRM tools — which were typically designed to support organizational processes, not customer ones. Over 2012, we expect organizations across Asia Pacific to expand their use of social technologies, mobility solutions, and analytics to improve engagement.