1. In 2012 and continuing into 2013, I believe businesses will start to explore new dynamics of CRM beginning with the Customer Influence Factor (I.F.). Services such as Klout, PeerIndex, and Kred are by default creating a social customer hierarchy that introduces influence beyond marketing, to now include service and sales professionals.
2. The second trend is the development of CRM systems that integrate I.F. data into the mix. This will help the front line prioritize engagement, personalize engagement, while providing a more comprehensive view of the social customer and their needs and expectations.
3. Naturally this introduces complications and new parameters in how businesses engage and develop relationships with customers. This will by default necessitate the development of new rules of engagement and supporting metrics to convert leads, solve customer issues, and improve experiences.
4. Next, we will see gamification extend beyond marketing to improve loyalty through integrated social rewards programs, social graph data, and a more community-focused effort on expanding the company’s reach through influence and advocacy programs.
5. Finally, the convergence of marketing, service, sales, and business intelligence will set the stage for businesses to build a more holistic front and experience through traditional web, social and mobile networks. Integration signals not only technology frameworks and connected systems and processes for collaboration, but more importantly, a mission, purpose, and charter to meet and exceed customer needs and expectations.