International Institute on Innovation, IT Management and Entrepreneurship. Services on business models, ecosystems, digital transformation efforts.

14 June 2012 | Posted by Innova Institute

Building Social CRM scenarios, key dimensions to assess the future transformation.

Previous blog entries on the Social Media research project done at Innova Institute focus on the description of the current situation and the different scenarios. This entry is dedicated to display the cross-industry view of the future Social CRM scenarios.

To build the scenarios, the values of two key dimensions were taken into account:

(1) Personal digitalization, describing how the offline and online life get blended together.

(2) Value chain transformation, taking into account the degree of change in the industry activities structure and value distribution among actors.

Depending on the future values of each of these two key dimensions we would then define scenario A, B and C for each industry:

Scenario A: combines high personal digitalization with stable value chain evolution

Scenario B: expects high personal digitalization together with an important value chain transformation

Scenario C: describes a situation with diverse levels of personal digitalization and minor changes in the value chain structure.

 

Each different scenario (A, B, C) was analyzed taking into account the industry context and as a result a different level of expected Social CRM usage was identified.

As it can be seen in the attached image, across all industries it was observed that higher levels of Social CRM usage are expected in the scenario that combines a high personal digitalization coupled with an important transformation in the value chain structure.

How is Social Media changing your industry structure? Have you taken into account the potential changes that Social Media will introduce in your CRM strategy?

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