Gartner Research

China Summary Translation: 'The Digital Business Era of Social Networking and Its Impact on CRM'

Published: 24 December 2015

ID: G00296398

Analyst(s): Jenny Sussin , Roger Sheng


Emerging technologies such as smart machines and connected things are slated to have a major impact on popular social networks. IT application leaders must therefore prepare for the change in customer social networking in the digital business era.

Table Of Contents



The Digital Business Era of Social Networking and Its Impact on CRM

  • Impacts
  • Recommendations


Impacts and Recommendations

  • Connected things provide quantified customer data within a structured format on social media, enabling IT application leaders to provide more relevant offers and support through CRM applications
  • As connected things increasingly populate social networks, people will take to more private channels — challenging IT application leaders supporting CRM to refine their social customer strategies
  • Customers' smart machine proxies will process large volumes of social media posts on their behalf, giving IT application leaders ample opportunity to get in front of their customers with highly relevant topics

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