Medallia, which specializes in Customer Experience Management (CEM) software, has issued a call "for industry-leading enterprises to prepare for the impact of fast-changing consumer technology trends on their CEM programs and purchasing decisions."

In a series of 2013 predictions unveiled on the Medallia blog, Michelle de Haaff , the company's newly appointed vice president of marketing, outlines how forward-thinking companies are leveraging social media and mobile devices to interact with their customers and to empower their frontlines. de Haaff predicts that the following trends, driven by consumer behaviors, will have the greatest impact on enterprise CEM program success in 2013:

° Solicited and social feedback merge: To share their experiences, consumers are increasingly turning to social media. This has companies struggling to capture and understand the consumer experience.

° Mobile feedback and action adoption soar: Tech-savvy companies already solicit customer feedback through mobile devices moments after a transaction or brand interaction. That is the magic window when customers are most willing to share feedback, data shows. Response rates in 2012 jumped 100% for enterprises that embraced mobile feedback early.

° Action at the frontline will become standard: Today's comprehensive CEM platforms are designed to provide actionable follow-up to frontline teams based on consumer feedback. Smart brands are empowering and motivating their frontlines to act quickly on customer responses and demonstrate the business value of closing the feedback loop. This will increasingly become commonplace as brands empower their frontline teams to take action.

Savvy enterprises will see immediate bottom-line benefits to their investment in CEM platforms, de Haaff predicts, as they adopt new practices and technologies in the New Year. To learn more go to http://blog.medallia.com .