CRM Buyer Talkback
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Mobile CRM is usually not a company's first foray into CRM. Before going mobile, a company usually has a SaaS-based CRM application, at a bare minimum, as well as an online presence that has become increasingly interactive over the years -- and likely a social media presence as well. Mobile CRM has quickly become a must-have for many firms, though -- whether it's an internal mobile sales app or an outbound mobile marketing app. The common thread for all of these projects is that companies want their implementations to be successful and quick.
The author of this article is right in pointing out that simply having a mobile CRM platform is not enough. Companies should have a clear idea of how it will be deployed and the system itself needs to be sophisticated yet easy to use if they are to reap the full rewards. As the article notes, the advantages of mobile access to customer data extend across all aspects of a business’ operations. The one aspect that is perhaps not emphasised enough in the article is why mobile is so important going forward. Mobile CRM is increasingly becoming an indispensable tool in a world in which hot-desking, working from home and setting up a virtual desk on the road are commonplace.
For sales and service professionals in particular, the benefits of being able to access customer information anytime, anywhere are clear. Therefore while companies that have already upgraded to a mobile platform need to make sure that they are getting the most out of the system, the most important step is actually implementing mobile CRM in the first place.
Recent research from Maximizer Software indicates that too many businesses are yet to make the move to mobile CRM and risk falling behind their competitors as a result. The independent survey of nearly 1,400 SMEs in Europe, the Middle East and Africa in mid-2012 revealed that under half – 46% – of those with CRM systems in place had upgraded to include mobile access and functionality. This is still a substantial figure, but in an increasingly mobile business environment it is not high enough. Businesses need to have up-to-date customer information at their fingertips through a platform that is well-designed and simple to use if they are to meet expectations and stay ahead of the curve.
- Mike Richardson, managing director, EMEA, Maximizer Software