Mobility is part of a fourth wave of change for the customer service industry, Bard said. Decades ago, the first wave began when companies began putting toll-free customer service numbers on their products, he said. The arrival of the Internet ushered in the era of multichannel customer service, spanning phone calls, websites and other avenues. Social media sites such as Facebook brought about yet another way to engage with customers, and now the prevalence of mobile devices has changed the way customers want to interact with companies, Bard said.
Salesforce.com is undergoing some changes of its own. At an event in New York Tuesday, Salesforce.com CEO Marc Benioff is expected to discuss the company's new marketing message, "customer companies," and how Salesforce.com's clients can become ones.
This is a shift away from Salesforce.com's previous tagline, "social enterprise," which Benioff had pushed hard in a long series of road shows and keynote addresses. Last year, Salesforce.com withdrew a trademark application on the phrase after pushback from social and environmental agencies.
Apart from that controversy, it wasn't clear how well Salesforce.com's broader customer base had embraced the social enterprises concept.
Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com