In regard to mobility, 2013 had emerged as the year in which the vendors shipped over 1 billion smartphones. After reviewing the mobility trend across the globe, IDC predicted that the tablet sales will touch a significant 227.4 million units in 2013, witnessing 57.7% jump as compared to 2012. Despite the considerable increase in mobile adoption across the globe, CRM continues to stay sporadic and also under-utilized for most of the companies. It has been found that few of the mobile CRM adopters are unable to attain the consistent user adoption along with a considerable rise in ROI.
Why disconnect and low user adoption?
There are many who are of the opinion that CRM is just software which can be used on a mobile device as well. This thinking is not able to recognize the essential CRM objectives like creating quotes, managing the opportunities or also offering 360 degree client view which are available in the smartphones. There are many mobile apps available in the market these days but they don’t need to be applied to the wide reach of CRM business processes. In fact, they need to stress on the essential mobility driven use cases that are able to offer the greatest value for money.
Is it possible to attain success with Mobile CRM?
Now, let us take a close look at some of the tips that can be helpful in attaining success with a mobile CRM
- Initiating with use cases
For mobile to offer business sense, it is essential that it should be use case driven. It has been found that the contact center use cases are minimalistic in number, whereas the sales people use cases are plenty but usually differ in regard to terms of value.
It is believed that the starting point for mobile CRM strategy should be identifying these essential business processes and also the information requests that can be accessed from anywhere, anytime.
For instance, apart from accessing the simple contact details, the on field sales professional will be benefiting from other features such as the real time access to the last interaction held with a client, unclosed cases, etc which can be requested by a particular client or required by the sales professional with the aim to continue the focus on sales opportunities. Every sale rep wants to have all the necessary information about a client and do not want unprepared questions, which may eventually hamper the sales objectives.
- Using appropriately the unique capabilities of the mobile devices
Just pushing the functions of a CRM tool into a mobile device won’t be able to provide synergy. It is always better to look for ways that are able to leverage the CRM data with essential capabilities that are only present in a mobile like mobile geo location, using the touch screen in an quick way to update about a particular task or an activity, or also checking the contact updates from different social media platforms before meeting to understand their buying pattern.
It is believed that linking the CRM use cases to the mobile capabilities like touch screen navigations, accessing information anywhere anytime, geo positioning are some of the effective features which needs to be fully utilized when a mobile CRM is being used.
- User experience is important
It won’t be incorrect to say that PC and a smart phone should be different in its user approach. Hence, if you plan to push a desktop app to a mobile device, then you cannot achieve the targets. The mobile app for a CRM tool should be able to make the data entry capabilities work in favour of the users with the help of features such as automatic data entry, lowering of keystrokes and also streamlining of workflow. Offering audio option for data entry in mobile can be a great way to increase its usability among the sales rep.
Moreover, carrying out the filtering and sorting out of records by the users is an essential feature which a mobile CRM should be able to offer to its users. Limiting the display of CRM records can be a great way to lower the search and navigation time both.
Mobile Success needs to go up
Despite the jump in mobile CRM across the globe, mobile success is not maintaining the same pace. Statistics reveal that almost 50% of the sales staff use mobile devices, but it has been found that most of them are using the basic apps like email along with low adaptability amongst companies for their different business processes.
So, it can be concluded that the adoption of mobile CRM will only go up in one scenario if it is able to save time, raise the productivity levels and also meet the goals/target.
Meanwhile, a Nucleus Research study displays that sales rep witnessed 14.6% jump in the productivity levels when a mobile CRM app is used. So, when it is proven that mobile CRM is able to push the efficiency levels of a company, it is suggested that more companies that are offering CRM tool should have mobile CRM app.
There are many who are of the opinion that CRM is just software which can be used on a mobile device as well. This thinking is not able to recognize the essential CRM objectives like creating quotes, managing the opportunities or also offering 360 degree client view which are available in the smartphones. There are many mobile apps available in the market these days but they don’t need to be applied to the wide reach of CRM business processes. In fact, they need to stress on the essential mobility driven use cases that are able to offer the greatest value for money.
Is it possible to attain success with Mobile CRM?
Now, let us take a close look at some of the tips that can be helpful in attaining success with a mobile CRM
- Initiating with use cases
For mobile to offer business sense, it is essential that it should be use case driven. It has been found that the contact center use cases are minimalistic in number, whereas the sales people use cases are plenty but usually differ in regard to terms of value.
It is believed that the starting point for mobile CRM strategy should be identifying these essential business processes and also the information requests that can be accessed from anywhere, anytime.
For instance, apart from accessing the simple contact details, the on field sales professional will be benefiting from other features such as the real time access to the last interaction held with a client, unclosed cases, etc which can be requested by a particular client or required by the sales professional with the aim to continue the focus on sales opportunities. Every sale rep wants to have all the necessary information about a client and do not want unprepared questions, which may eventually hamper the sales objectives.
- Using appropriately the unique capabilities of the mobile devices
Just pushing the functions of a CRM tool into a mobile device won’t be able to provide synergy. It is always better to look for ways that are able to leverage the CRM data with essential capabilities that are only present in a mobile like mobile geo location, using the touch screen in an quick way to update about a particular task or an activity, or also checking the contact updates from different social media platforms before meeting to understand their buying pattern.
It is believed that linking the CRM use cases to the mobile capabilities like touch screen navigations, accessing information anywhere anytime, geo positioning are some of the effective features which needs to be fully utilized when a mobile CRM is being used.
- User experience is important
It won’t be incorrect to say that PC and a smart phone should be different in its user approach. Hence, if you plan to push a desktop app to a mobile device, then you cannot achieve the targets. The mobile app for a CRM tool should be able to make the data entry capabilities work in favour of the users with the help of features such as automatic data entry, lowering of keystrokes and also streamlining of workflow. Offering audio option for data entry in mobile can be a great way to increase its usability among the sales rep.
Moreover, carrying out the filtering and sorting out of records by the users is an essential feature which a mobile CRM should be able to offer to its users. Limiting the display of CRM records can be a great way to lower the search and navigation time both.
Mobile Success needs to go up
Despite the jump in mobile CRM across the globe, mobile success is not maintaining the same pace. Statistics reveal that almost 50% of the sales staff use mobile devices, but it has been found that most of them are using the basic apps like email along with low adaptability amongst companies for their different business processes.
So, it can be concluded that the adoption of mobile CRM will only go up in one scenario if it is able to save time, raise the productivity levels and also meet the goals/target.
Meanwhile, a Nucleus Research study displays that sales rep witnessed 14.6% jump in the productivity levels when a mobile CRM app is used. So, when it is proven that mobile CRM is able to push the efficiency levels of a company, it is suggested that more companies that are offering CRM tool should have mobile CRM app.
The article is also available at http://goarticles.com/article/How-Mobile-CRM-Can-Help-in-Attaining-Success/9255091/
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