trends in crm outsourcing - social media
TRANSCRIPT
7/28/2019 Trends in CRM Outsourcing - Social Media
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7/28/2019 Trends in CRM Outsourcing - Social Media
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12y 13 de Junio de 2013 – Buenos Aires - Argentina
Contents
• Introduction
• Overview of contact center trends
• Geographic
• Vertical
• The importance of social media CRM to enterprises and outsourcers
• Emerging trends
• Challenges in measuring ROI
• Conclusion
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Setting the scene
• Contact center outsourcing will continue to changeand evolve over the coming years
• Social media as CRM channel continues to grow
• Measuring social media CRM ROI is difficult;
• Outsourcers can deliver value by developinganalytics platforms and social media metrics.
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Overview of Outsourced Contact Center Trends
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Regional split –2017
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North America CRM Outsourcing Forecast 2013-2017
Source: Ovum
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Latin America CRM Outsourcing Forecast 2013-2017
Source: Ovum
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EMEA CRM Outsourcing Forecast 2013-2017
Source: Ovum
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Asia Pacific CRM Outsourcing Forecast 2013-2017
Source: Ovum
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Vertical Trends – FTEs Volume Growth
Source: Ovum
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The Importance of Social Media CRM to Enterprisesand Outsourcers
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What channels do enterprises currently deploy?
Source: Ovum
What contact center channel capabilities do you currently deploy? (please tick all that apply)
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Evolution of social network channels deployed
Source: Ovum
Which social networks do you currently support? (please tick all that apply)
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Emerging vertical trends – MAKE IT PRETTIER –less textthe better
Industries with younger customer demographics are more willing toleverage social CRM.
Early adopters of social media include:
Retail
Hospitality
Transportation
Technology
…and they are using it pervasively
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Emerging vertical trends (continued)
BFSI and healthcare tend to approach social CRM more reluctantly
…but this is slowly changing.
Organizations with compliance concerns:
Often treat social networks as listening tools
….rather than engagement channels
Tend to look for metrics such as ROI to justify investment
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Latin America social media linguistic trends
Social media is becoming the preferred method of communicationfor day-to-day interaction.
It is emerging as a potential labor pool for social media CSRs
Language skillsets becomes particularly important for outsourcers.
Navigating mixed languages used in social networking isincreasingly important
Example: “Spanglish” = Spanish + English
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Source: Ovum
What functions do enterprises outsource now within theentire service process?
Which of the following functions do you currently outsource within the entire service process?
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How likely are enterprises to outsource their social mediainteractions?
Source: Ovum
For the functions that you do not outsource now, how likely are you to outsource them in the next 12
months for the entire service process? (Please rate 1– 4, with 4 being highly likely to outsource)
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Geographic Stability and Contact Centers
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Challenges in measuring social CRM ROI
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Conclusions
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Analytics are key to outsourcers’ end-game
Analytics help enterprises to understand and interpretcustomer activity.
Predictive analytics will become more important andmainstream
Larger players have the advantage of more broadlydeveloped analytics tools and significant expertise acrossmultiple industries.
To develop analytics and metrics, niche firms shouldconsider adding external expertise through acquisitions orpartnerships.
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Questions?
Ask the analyst
Margaret Goldberg, Associate Analyst
Email: [email protected]