Commentary

Overcoming Challenges Of Mobile CRM

When deciding if it is worth going mobile with CRM tools, there are just two points that need to be considered:

1. Employees are the first client of any company.

2. Making life easier will always lead to success.

Once customer data is easy to gather, more data will be collected with more details, and more details will bring with it a deeper level of integration. Integration will allow us to understand trends, segment and give us the ability to build personalised communication to engage users. 

When businesses start with CRM data and then integrate it with post-sales, loyalty, revenue, survey and product data, as well as any other information available, they are finally building mobile marketing strategies on a solid foundation. 

The success of businesses will depend on incorporating this framework because all prospects and clients want to be informed only with information they find relevant. And, it all starts with CRM tools.

advertisement

advertisement

However, it’s troublesome that the three big challenges faced by companies are often missed in analysis and industry articles when it comes to syncing mobile CRM: cost, maturity/expertise and complexity.

Cost & Expertise

Mobile development is expensive. Therefore, big budgets need to be assigned to mobile projects without the guarantee of success. This fact sometimes makes it difficult for a company to loosen the purse strings. 

Expertise is a rare quality to find when talking about mobile since the code is ever-evolving, and the most experienced mobile developers of Android, for instance, cannot have more than five years experience (as Android 2 was released in May 2010 while the most-used version of the OS, Jelly Bean, was first released in July 2012).

Outsourcing development is a good option. However, when it comes to handing over business processes and logic to somebody else, the decision to continue becomes increasingly more difficult the further along the project goes. 

When creating a mobile strategy in a company, many different areas and departments need to be involved, but when the time comes to prioritise projects, revenue and ROI will always win.

Unfortunately, CRM mobile integration for employees is the one project that inevitably is overtaken by customer-facing applications and/or mobile website releases and optimisations. That said, there are certainly many businesses that would benefit from mobile CRM and greatly increase revenue through its use. They simply need to see this connection in order to make it a top priority in the product roadmap.

Complexity

Complexity is another important matter. Think of a retail company and the systems managing stock, point of sales and online sales. It takes time to make these system available and sync them. Business today has more opportunities to be ‘mobile first’ because it can start this way. 

However, companies that started some time ago need to move forward and take everything they have in place currently, rethink it and rebuild it. When connecting to the mobile world, these companies will have a much more complex task, and always face the risk that adaptation does not work, leading to disappoint as well as a loss in time and financial resources. 

Considering the demand and considering users believe their mobile experience is an extension of themselves in which they can perform all their daily activities, I am sure that we will see many more systems integrated and synced on mobile, including companies CRMs. 

For the time being, I hope to see much more information and many more companies making themselves available on mobile web. I hope that online payments on mobile will be easier to use and process, forms easier to fill out and options of going back and forth from web to app and from app to web will become smoother.

Underlying all the hope, it is essential that businesses start looking at the benefit of a synced CRM not only from a productivity and efficiency standpoint – even though this would be the first goal – but also from the point of view of business intelligence. In fact, the synchronisation of databases will lead to deeper data analysis and limitless possibilities for mobile marketing and business strategy – It’s core. It’s fundamental for any company that wants to benefit from bringing their mobile opportunity to life. 

When it comes to marketing via mobile, once the advertiser has a powerful and clean CRM, that leads to having a better grasp of your prospects and customer base, which in turn allows for deep segmentation and precise targeting.

2 comments about "Overcoming Challenges Of Mobile CRM".
Check to receive email when comments are posted.
  1. Jonathan Bass from Incentivated, August 4, 2014 at 8:16 a.m.

    Apps are expensive to develop, as you point out, plus the average consumer needs a lot of persuading in order to download one. So cut your teeth in Mobile CRM with SMS / text messaging. What better place to start than a format which is quick to implement, consumers are comfortable with and has proven ROI time and time again. Then convert your best customers to your app - once you have come up with a great idea / piece of utility for it to contain!

  2. Matt Ranger from Maximizer Software, August 19, 2014 at 4:41 a.m.

    Great write up, I couldn’t agree with you more. Here at Maximizer CRM we have recognised the importance of developing our Mobile solution for around 10 years now, with various technologies over that time. We are also discovering that the new generation of employees coming into the workplace are almost expecting state of the art mobiles and tablets in order to access any information they want to in a CRM solution.

    I think that it is really important for the sales team to be armed with up to the minute information so that they know exactly what they are walking into. Who spoke to the customer last, have they reported any issues recently, when did they last purchase, have they renewed their support etc.

    Adding up to the minute notes after the meeting or during, and the ability to add immediate opportunities which will add instant value to the forecast is brilliant. We have taken this a step further with Maximizer CRM and added the ability to easily monitor certain opportunities and add people that you would want to see what is happening simply by email notification. An example of this might be certain value opportunities that are added, so that if the value of that opportunity happens to change then a manager can get instant notification via email without having to interrogate the CRM. Although this can also be easily viewed with dashboards that are available in the mobile version.

    Giving your team the relevant tools whilst they are on the front line can only add value, not only value but it allows colleagues that are office based to see live updates and action anything that might need to take place helping to make the company more agile and make decisions faster. CRM whilst we are on the move is a major differentiator for a lot of businesses, if you haven’t got this rolled out to your teams then it would be a great idea to do some investigation. Developing your own mobile solution could be a costly exercise, so well worth taking a look at what is available before going down the bespoke route.

    Matt Ranger
    Maximizer CRM
    www.max.co.uk

Next story loading loading..