A little over 10 years ago, we were toasting social media as the great innovation that would enable CRM to traverse the mythical last mile between vendors and customers. Every analyst had something positive to say about social and its future role in CRM. I wrote a paper forecasting that social networking and analytics would be tightly interwoven into the fabric of the vendor-customer relationship.

Customer relationship management is a term you've likely heard if you have worked in the tech space. CRM software solutions have not always been as far-reaching as they are today. Over the last 40 years, CRM has evolved from a range of disparate business solutions developed for various customer needs. The earliest CRM tools were devices like Rolodexes, which you can hardly even find these days.

Pitney Bowes has unveiled Consumer Connect, a self-service post-purchase marketing solution for retailers and brands. "Retail marketers spend a tremendous amount of time and money attracting consumers and getting them to click the buy button only to leave them in the hands of third-party shipping partners for tracking and notifications until the package is delivered," noted Pitney Bowes EVP Lila Snyder.

Disruptive innovations are only disruptive for as long as it takes competition to develop and thus create a market. Worse, for the disruptor, the niche it created can spawn other niches. Social networking provides a vivid example. First, there were networking sites that could help you find a job or a sales lead. Then there were social sites whose purpose was simply, well, networking.

I've been writing a forecast column every year at least since W was president. Nothing's wrong with that, lots of people do. However, I often find that my forecast is more of a wish list than a true prognostication, so this time I'll dispense with the fiction of analytical rigor and just say what I think needs to happen. First, the industry is consolidating. The big and successful companies are competing on a different plane than the smaller ones.

I don't have to tell you how difficult it is to find and attract customers online. With millions and millions of businesses all vying for attention, the Internet has quickly turned into a very crowded place. But, believe it or not, there's opportunity in all that clutter, and if you approach your marketing and visibility right, you can easily rise to the top.

Salesforce has been very good at skating to where the puck will be, to paraphrase the great Wayne Gretzky. As a result, the company has a long line of firsts, beginning with its initial disruption and continuing through its early adoption of social media and analytics. So it's no surprise that it is pursuing some very different issues now than it did almost 20 years ago -- or even five.

"The reality of relationships is that people buy from people they like, know and trust," said Nimble CEO Jon Ferrara. "In the old days, before we ever engaged in selling, we made a connection by looking at books, things on the shelves, that kind of thing. Today, we're doing that more and more electronically. Social is the perfect way to know more about somebody, and that's actually your job."

The Salesforce people whom I speak with are all heads down and breathing hard in the big push to Dreamforce. In other words, things are normal for this part of the cycle. The big questions for each show are, "What will the vendor emphasize this time?" and "Will that be a tone set for the industry for the year ahead?" Sometimes the announcements set a tone but not always.

AdTheorent, which offers a machine learning platform for advertisers, has announced AdTheorent Relationship Targeting. This new product allows advertisers to harness the power of relationships with family members, cohabitants or friends to influence a consumer to take desired actions. Word of mouth is the primary factor behind 20-50 percent of all purchasing decisions, AdTheorent noted.

Telling an engaging and effective story is vitally important for the success of a business. A good story draws people in, fosters loyalty, and brings your brand alive. "It's important for brands to tell their story because the story is what actually resonates with humans," said Nathan Young, storytelling communication instructor at Storytelling Consultant. "We're hardwired to remember stories."

Most of us understand how overwhelming it can be moving to a new city. Surrounded by a host of options for dining, shopping, daycare, leisure time, auto mechanics and everything else under the sun, making an educated decision on where to go involves some groundwork. So what is there to do? Many of us will turn to a new coworker or neighbor for recommendations.

Social is nearing the end of its "hypecycle," the phase during which an innovation is seen as everything from a cancer cure to free lunch. Most of the claims prove baseless, but then something curious happens. Users take another look and discover some things that the innovation is good for. There's a really good case to be made for a technology that helps you keep in touch with your 200 besties.

I fear CRM could be tainted by the failings of social media and the bad actors who exploited social platforms. Today it seems especially important for CRM to separate itself from the worst aspects of social to the extent that we can. There's certainly a lot to say -- from continuing to talk about the care we take of customer data to explicitly renouncing some of the tactics.

The close of Q2 ends the first wave of vendor customer events. Still to come this fall are Salesforce Dreamforce and Oracle OpenWorld -- and others -- but mercifully, we have the summer to digest all the information absorbed this spring and re-sync with our native time zones.For starters, CRM doesn't appear to be slowing down. As an industry, it's rated at about $35 billion in revenues.

HubSpot has rolled out platform integrations with Shopify and Workplace by Facebook, which are designed to support the marketing and sales efforts of SMBs. The Shopify integration lets e-commerce marketers sync specific merchant sales data from Shopify into HubSpot for use as a marketing signal; segment users based on products, deals and order history; and follow up on abandoned shopping carts.

"The rise of artificial intelligence, for sales teams both internally and externally, is the biggest trend in the industry," observed Rodrigo Vaca, vice president of marketing for CRM at Zoho. If you think of CRM as the centerpiece for your company, and you marry that with the escalating amount of data that each company is gathering each day, ... you can do any sort of analysis on it."

Adam Smith famously referred to "the invisible hand" of the free market in his landmark book The Wealth of Nations, and with that made himself one of the very first political economists. Smith's observation was so on point that most of us assume markets run through the agency of individuals pursuing their enlightened self-interests, which helped drive the evolution of CRM as a tracking tool.

SMBs should "be proactive and ready to help [customers] right at the moment they need it," said Linda Crawford, CEO of Helpshift. Companies must streamline support systems to resolve issues faster and more efficiently, she said. An up-to-date knowledge base enables instant self-service, "but SMBs must also offer channels for customers to communicate directly with support agents."

Facebook on Tuesday announced that it was preparing a plugin to its popular Messenger platform that will allow a website's visitors to chat with a human or bot without leaving the location. Customer Chat is one of a number of changes in the version 2.2 update of Messenger platform revealed at the Web Summit in Lisbon, Portugal. The chat plugin will be available on desktop and mobile devices.

Getting customers -- and keeping them -- is the name of the game in e-commerce. "The e-commerce market is crowded and noisy, and brands need to do everything they can to differentiate themselves from the pack," said Eric Hansen, CTO of SiteSpect. "Loyalty programs do just that, giving a brand the edge they need to stay a step ahead of their competitors."

Social sales and marketing software provider Nimble and cloud services consultant NeoCloud have partnered to deliver a simple, affordable contact management and CRM package for Microsoft Office 365. NeoCloud has agreed to bundle Nimble CRM into all of its Office 365 deployments, beginning this month. Nimble CRM adds employees' individual connections to a shared team relationship manager.

Salesforce earlier this year introduced its Einstein Vision capability, an idea with a lot of promise but not a great deal of precedent. Who had applications that could see, and how would this be used? For decades, we've been content with scanning documents and analyzing them with OCR tools, or we've used bar codes and QR codes -- but it all came down to recognizing simple symbols.

Consumers want mobile apps with good in-app customer support, suggest results of a recent survey. Radius Global Market Research conducted the online poll of adults in the United States this spring. Among the survey's findings: Eighty-nine percent of respondents said they would recommend an app if a customer support agent proactively contacted them while they were experiencing problems.

As an industry, CRM continues to grow and shower benefits on its users. It's hard to imagine that some businesses still don't use some form of CRM, but recent data suggests there are still businesses buying their first CRM solutions or changing vendors. It's a compilation of data from all over, with some credible inputs from a number of sources, so it's worth taking a look.

Hootsuite on Monday launched Amplify for Selling, a mobile-first solution that helps sales teams succeed on social by generating leads and fostering revenue-driving relationships. The new tool is an extension of Hootsuite's Amplify employee advocacy product, which is focused on the business-to-business market. Amplify for Selling integrates with Salesforce and Microsoft Dynamics CRM.

LinkedIn on Tuesday launched an enterprise edition of its Sales Navigator product, with strengthened links to CRM. LinkedIn Enterprise Edition lets users send 50 emails on LinkedIn a month; adds Single Sign-On and other management features; and introduces TeamLink Extend, a tool that pools the networks of all the Sales Navigator users in an enterprise.

McDonald's has begun testing new mobile ordering and payment functionality at 29 of its restaurants in California. It will expand the pilot to another 51 restaurants in Washington on March 20. The company will run multiple pilots to gather customer feedback, work out any issues that arise, and streamline integration with its IT systems before rolling out its updated mobile app more broadly.

WhatsApp reportedly has been conducting tests of a business chat system with a number of companies that are part of the Y Combinator startup incubator. The API gives companies a direct line of communication with WhatsApp users. WhatsApp CEO Jan Koum last year said the company would seek to monetize the free chat service by providing businesses with direct access to consumers.

Before there was experimental data to support various contentions, it made perfect sense to believe that the likes and endorsements posted to friends on social media would drive more business. After all, didn't we all subscribe to the idea that a disgruntled customer would tell many more people about a brand's shortcomings than a happy customer would sing its praises?