Impacts
- The need to access the complete and accurate engagement and purchase history of customers during social media interactions will force MDM leaders to integrate MDM will social for CRM solution; ortherwise, the optimal customer experience will remain unachievable.
- The need to retain and share significant amounts of social interaction data will drive MDM leaders to leverage MDM as the organization-level reference to social media interaction; otherwise, the full exploitation of interaction data will remain unrealized.
- Social for CRM implementations will require MDM leaders to use MDM to complete the centralized capability to initiate business events designed to increase customer satisfaction; otherwise, these processes often remain manual, inefficient and error-prone.