We have discussed the impact that social media and the channels that have emerged based on social technologies will have on the enterprise previously here and here. Rob Harles, of Accenture Interactive has a nice article on the social enterprise of the future on CMO.com, including a terrific graphic of what that enterprise might look like. From the article:
Within five years, “social enterprises” could completely redefine customer value. We will see organizations emerge that will go way beyond polishing their presence on social networks and channels. Instead, they will make social media–the channels, the data, the users, the approach to collaboration–a part of every activity that zooms in on the customer.
The future of social enterprises (see figure, below) will be defined by how these organizations incorporate a real-time stream of predictive insights and personalized messages into their businesses, and how they define customer relationships and experiences by the level of complete digital integration and influence. Social enterprises will notice the redefinition of management roles, with each part of the business responsible for managing, synthesizing, and acting on ongoing torrents of digital information and content received in real time.
Additionally, they will depend more on the integrated views of the customer across multiple touch points and channels–such as combining social with physical call centers–to maintain customer happiness, with access to the most up-to-date customer data in real time.
As new technologies and digital strategies need to be developed almost every day, social enterprises will need to constantly adapt to their evolving landscape and anticipate what the social enterprise of the future will look like. This moves away from social strategies that are siloed within the business, focused only on expanding reach and “engagement,” and closer to a landscape where social is everywhere, driving real-time actions tied firmly to measurable business objectives.
If companies get this right, social can increase intimacy and relevance with their customers, which can become the tipping point between buying or not buying and remaining a loyal customer or going elsewhere.