Trends in CRM and Social Media Outsourcing

Margaret Goldberg, Associate Analyst, Ovum Congreso Regional de Call Centers y CRM Buenos Aires June 2013

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

12y 13 de Junio de 2013– Buenos Aires - Argentina

Setting the scene

• Contact center outsourcing will continue to change and 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 developing analytics platforms and social media metrics.

12y 13 de Junio de 2013– Buenos Aires - Argentina

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 Enterprises and Outsourcers

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What channels do enterprises currently deploy?
What contact center channel capabilities do you currently deploy? (please tick all that apply)

Source: Ovum

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Evolution of social network channels deployed
Which social networks do you currently support? (please tick all that apply)

Source: Ovum

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Emerging vertical trends – MAKE IT PRETTIER –less text the better
  Industries with younger customer demographics are more willing to leverage social CRM. Early adopters of social media include:
 Retail  Hospitality  Transportation  Technology

…and they are using it pervasively

12y 13 de Junio de 2013– Buenos Aires - Argentina

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

12y 13 de Junio de 2013– Buenos Aires - Argentina

Latin America social media linguistic trends
 Social media is becoming the preferred method of communication for 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 is increasingly important
 Example: “Spanglish” = Spanish + English

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What functions do enterprises outsource now within the entire service process?
Which of the following functions do you currently outsource within the entire service process?

Source: Ovum

12y 13 de Junio de 2013– Buenos Aires - Argentina

How likely are enterprises to outsource their social media interactions?
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)

Source: Ovum 12y 13 de Junio de 2013– Buenos Aires - Argentina

What are the important criteria to enterprises in choosing an outsourcer?
Whether you do or do not outsource, can you please rate the importance of the following criteria in choosing an outsourcer?

Source: Ovum
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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 interpret customer activity.
 Predictive analytics will become more important and mainstream  Larger players have the advantage of more broadly developed analytics tools and significant expertise across multiple industries.  To develop analytics and metrics, niche firms should consider adding external expertise through acquisitions or partnerships.
12y 13 de Junio de 2013– Buenos Aires - Argentina

Questions?

Ask the analyst
Margaret Goldberg, Associate Analyst Email: margaret.goldberg@ovum.com

12y 13 de Junio de 2013– Buenos Aires - Argentina

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