When it comes to mobile CRM, it has become more and more important for vendors to focus on this area of the market, especially with the number of smartphones that are being bought every year. However, customer relationship management has been sporadic at best and isn’t being employed even by the biggest names in the market. The biggest problem has been the translation over to the mobile market.
Many people have mistaken CRM to be the same methods that are employed to a mobile device, but this isn’t the case. The needs for both markets are quite different, over utilizing some aspects of the regular CRM market while ignoring others that are necessary to make the mobile market succeed. This makes many of the mobile applications quite impractical and don’t put the strengths of the mobile devices to great use.
The best way to start making the mobile CRM market succeed is to focus on the right CRM software. One of the best ways is to focus on making it case driven. By identifying the business processes that are accessed by mobile users, then a more effective mobile CRM strategy can be developed. For example, a person working in sales may need access to real-time information that is being updated on a constant basis in order to avoid causing delays in the services he is providing to his customers. Invoices, unpaid deliveries, and other necessary information can be requested and received when he needs it so that he can improve on his productivity.
Another way to integrate customer relationship management for mobile devices is to cater to their unique abilities. Simply transferring Mobile CRM software onto a mobile device isn’t going to produce the desired results. There would be more success if the capabilities of this unique medium were employed, such as the use of mobile geolocation, the use of the touch screen to update activities, or access to social networks of specific business contacts. This will certainly increase the efficiency of the CRM software being uploaded to mobile devices.
Lastly, nothing is more important to mobile CRM than the user’s experience. People use personal computers and mobile devices quite differently, so transferring a desktop application to a mobile device is not going to yield the same results. Mobile devices are used to check information at a much higher rate, and in a reduced volume. Data needs to be sorted on a more precise basis to decrease the information being provided so that search and navigation time are also reduced. Summarized data that focuses on the search terms is much more preferable to users than having voluminous records produced on a tiny device.
With the rise of mobile devices, mobile CRM is becoming increasingly more important to the market as a whole and needs to be improved upon. Missed opportunities and poor implementation have led to Mobile CRM software being less than successful, when they could be better utilized if they were structured correctly.