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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