Using CRM on the Go: Six Tips for Success

The top reason that some companies aren't deploying CRM on mobile devices is because they lack a comprehensive mobile strategy, says Guy Waterman, who is responsible for CRM mobility applications at Oracle. Companies need to teach their reps how to use the devices most effectively and also how to tie their newfound mobility back to revenue.
With the ever-growing popularity of mobile devices, many sales reps and service reps in the field are finding that they barely have to stop by the office these days. Customer information, order tracking, and even accounting data can all be had with a few clicks of the PDA or a quick perusal of CRM screens on a laptop.

But even though the information can be accessed remotely, the way it's delivered, and especially the way it's used, isn't quite the same on a portable device as it is on a desktop PC.

When thinking about ways to broaden your company's strategy for customer relationship management by providing access to CRM software on mobile devices, here are a half-dozen tips from the experts to keep in mind:

1. Push, But Don't Expect Pull

On smaller form factors, a complex CRM interaction simply isn't going to be useful, says Bill Patterson, senior product manager for Microsoft CRM.

Smartphones and personal digital assistants (PDAs) are better for receiving information than for extensive input, and they are usually best at accessing limited amounts of data. In other words, reps can use handheld devices to look up items like customer service call records, but they wouldn't usually input detailed meeting notes into something like a BlackBerry or a Palm. And, they probably shouldn't rely on those types of devices for digging too deep into the records or being able to check links to other databases for a more complete view.

"The thing that people fail at is figuring out how much information to push onto the device," says Patterson. "You want only just enough so the rep knows what's going on, not the entire history with the customer."

2. Boil Down the Information

In figuring out what to include in a mobile CRM initiative, Forrester Research analyst Liz Herbert suggests keeping it simple. Companies should focus on just the top handful of activities that sales and service reps need to do their jobs effectively. Examples include account and contact lookups, deal or case information, and follow-up activities.

"Most mobile CRM applications can do more, but keeping it simple ensures that users can quickly and easily access core functionality without getting bogged down by extraneous bells and whistles," she notes.

3. Extend Beyond Sales Reps

While some customer service reps are deskbound, answering calls and emails all day, others can be more mobile. Thus, when considering a mobile CRM initiative for the sales team, companies should also think about whether it makes sense to extend CRM capability to their service reps out in the field, says Gartner analyst Michael Maoz.
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By Elizabeth Millard November 14, 2006 11:49AM


Source:CRM Daily


MobileCRMonDemand

CRM's High Wireless Act

Wireless immediacy allows enterprises to pursue CRM simplicity with powerful rewards for everyday functions

Why is wireless important to CRM?

A simple question, but one that calls for a detailed answer. CRM is about getting a holistic view of the customer, and that view needs to be current.
Mobile and wireless technology grants users the power to be in constant contact with the home office and the customer, wherever users are. Plus, they can react to new developments instantly, even solving problems before
they start. When cellular phones and text pagers became available, field sales personnel immediately realized the power those gadgets gave them. Service people also latched onto the immediacy of the wireless model to respond faster to clients' needs. Even marketing has found uses for wireless and mobile technology through branding and mobile advertising content, and is developing the ability to push advertising to wireless devices based on user preferences and location.

Businesses have gotten the message that wireless will be increasingly important to all areas of operation, including CRM. Even back in 2004, "Mobilizing the Enterprise," an IDC survey of its mobile advisory council (a group of early-adopter businesses that had mobilized at least one function) showed that about 34 percent had CRM access on wireless devices, 32 percent were using field service apps, and 22 percent had wireless SFA. The survey for 2005 indicated that wireless use had grown among early adopters, with functions as diverse as data collection, sales, supply chain management, time reporting, inventory, and customer service getting mobilized.
Despite the seeming omnipresence of wireless--go for a walk and see how long it takes to spot somebody using a PDA, cell phone, or wireless-equipped notebook at a local hot spot--the industry is still evolving, with new technologies and new uses of the old ones constantly being unveiled. Where is all of it taking us? Here, a look at emerging trends in wireless.

Consolidation, Simplification
Putting these two concepts together may seem counterintuitive, but in fact they're rather closely connected. CRM applications can be very deep, and depth means complexity. This runs counter to the needs of the wireless user, who wants information with a minimum of scrolling and tapping. "The trend is simplification of CRM, as wireless becomes more and more mainstream," says John Carini, CEO and chief architect of wireless for iEnterprises, an integrator of wireless CRM. "Users in the field have driven enterprise applications onto mobile devices, since those are the people who are most closely interacting with the customer." The ability to check on order status, provide updated price quotes, and reschedule meetings on the fly can make the difference between success and failure on the road. Because of this, according to Carini, we can expect to see more applications making their way onto BlackBerrys, Treos, and Smartphones this year. "Email is still important, but it isn't the killer app anymore," Carini says. "What brings value? CRM. Expect to see much more in the way of account management, opportunity management, sales forecasting, and alerts."
At the same time, Carini warns of the possibility of information overload. "Many CRM technology packages have lots of bells and whistles, which might not all be useful to the mobile sales force. But the mobile platform, with its small screen, actually helps to simplify and streamline your choices."

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