Social Technologies Are Here to Stay — But CIOs Must Tread Carefully!

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.
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The Big Deal About Big Data for Customer Engagement — We Are Keen To Hear From You!

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.

Social Technologies Will Drive Businesses To Focus On The Complete Customer Experience

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.
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What's Special About India's Latest Notification On Information Technology Rules?

After not addressing the flak for years from governments across the globe, the Department of Information Technology (DIT), Government of India (GoI) has introduced new rules earlier this year. Coined as the Information Technology (IT) Rules, 2011, the notification is freely available to download from the DIT website ( With more than handful new additions, I believe this move does well to address long pending issues.

Data Protection Act likely to put few BPOs out of business; help address Data Privacy concerns of cloud users

I was impressed to read through the broad list of information the act included as part of sensitive data. The DIT has also been mindful to include the clause on access of data being only restricted to what is “freely available or accessible in public domain or furnished under the Right to Information Act, 2005."

This is a brilliant move to curb illegal trafficking of data in the BPOs (both domestic and international). Given the nonchalant attitude towards data protection by many Indian BPOs and the nature of business being based on the loop holes that have traditionally existed, I believe (in theory) the rule on data protection can be limiting for many, and a few might even go out of business. This will particularly be true for the BPOs catering to the domestic business in India. This rule will also provide additional confidence for those willing to use cloud offerings but have had concerns around data privacy.

Having said the above, I would like to call out the need for stringent enforcement policies – something that has been a sticky issue for us in India – to ensure Indian citizens can make the most from this.

There are real reasons for the organizations to join

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