It was a fascinating era with Customer information which consolidated on Account Summary screen in Siebel CRM or any other CRM you worked on.
Going forward in Digital era, can we bring customer profile in one screen. Probably impossible. The limitation is not technical, but understanding what Digital means for an organisation.
Many organisation start tracking the social media from 2010, Social Media CRM getting lime-lighted around 2008-2009. Currently this is not a buzzword, you can find Social Media based Customer care Pre-build integration are build into many CRM applications.
Use case like Service requests creations, Follow-up activities are commonplace scenarios for which CRM has touch based with Social Media.
Social Media alone won't enable the "Digitalization". It is mix of technology that is going to enable the Digitalization this COULD be IoT, Cloud, Bigdata, etc (SMAC). And SMAC is going to have smash for 21st century.
In another 10 years, machine language can easily imitate Human brains and thoughts. A terminator is possible soon.but time machines yet to invented to save the world.
Jokes apart, a fascinating customer profile is yet to be developed for digital world may it look like the below depending which vertical you are in.
Customer Data
- Demographics (Location based Services, Recommendation etc)
- Interactions and Channels (Social Media Channels, Mobile Apps, Direct, Push data and Customer interaction preference)
- Recent Entities and Interactions (Quotes, Orders, SR etc)
- Current Business (IoT Devices, Current Services/Assets base)
- Analytic Dashboards (Embedded Dashboards Persona based )
I put recent entities, this could be flat and independent of entities Quotes, Orders etc. This will be recent interactions that the customer had with business. This information is crucial and needs to denormalised form.
Next session I will be discussing on how Bigdata Digital is going to feed an existing running CRM application in a two way transaction model.
As a reference, PB (Pitney Bowe's) has leveraged from the new SMAC initiative come to new 360-degree view where they know the interaction with customer with entire history of transaction with the customer.
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