Mobile Customer relationship management

By | November 13, 2016

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We live in a mobile world.
Are you part of it?


While not all companies deploy sales mobility, those that do, outperform those that do not across a myriad of measures, including overall team attainment of quota, lower sales turnover, as well as better year-over-year growth around revenue, customer renewals, deal size and CRM adoption

Aberdeen Group Benchmark Report

Not that long ago, someone leaving their house in the morning usually only had two things they couldn’t forget – their wallet/purse and their keys. Today, a mobile phone, often along with another mobile device such as a tablet, is also an essential ‘take everywhere’ item.

The advantage of this to your business is that it’s easier than ever to create a truly mobile workforce. But you still need to give your mobile workers the tools they need. And for any business using CRM, with sales people and other employees often on the move, that means mobile CRM.

What is mobile CRM?

Mobile CRM lets your mobile or remote employees use mobile devices such as smartphones and tablets to access, update and interact with customer data wherever they are. The best mobile CRM solutions let mobile workers do everything they could do with CRM at their desktop, with the addition of advanced mobile CRM features.

Who can use mobile CRM?

With the ability to easily define security and other access preferences to individuals and groups of users, anyone who needs to interact with customer data can use mobile CRM. This includes sales managers and executives, field service technicians, executives, CEOs and other mobile workers.

What are the benefits of mobile CRM?

If you’re trying to address: CRM user adoption, sales productivity, sales effectiveness, timelier follow-up of leads or improved lead conversion rates, gaining a competitive edge, or even reducing the cost associated with sales staff turnover, then you’ve got a reason to further explore how mobile CRM can support your objectives. Why MobileAccess?

What to look for in a mobile CRM solution?

It’s not too difficult to find a tool that will “get CRM on my phone”, but that’s a far cry from a solution that is designed for the optimal user experience, with appropriate security and organizational manageability. When choosing a mobile CRM solution, you need to consider factors such as employee buy-in, ease of deployment, ease of use, security, user experience and advanced feature set. Read Why Mobile CRM?

What devices work with mobile CRM?

Today’s mobile CRM solutions work on BlackBerry smartphones and tablets, Android phones and tablets, iPhones, iPads, Windows Phones and other web-enabled mobile devices. But don’t assume that means simply taking a CRM form, and pushing it to a phone. The user experience should be optimized for the use case scenarios, and to reflect that a mobile device (smartphone or tablet) is not a desktop computer.

Mobile devices also offer capabilities unique to the device, and that aren’t available from a computer monitor, such as the ability to capture photos, voice recordings, and GPS data, and upload that into a CRM system – all on the fly. View Mobile Devices.

Want to find out more about the benefits of Mobile CRM? Download a free copy of ‘Aberdeen Group Benchmark Report – Sales Mobility: Quotas Untethered’


Mobile CRM

– Responding to a Connected World

Mobile CRM can deliver increased access and mobility for your staff, less downtime and improved data quality. In an always-connected world, your CRM needs to go mobile.

Why mobile CRM matters

The mass migration of internet users from desktop PCs to mobile devices is global and universal. The proportion of internet traffic coming from mobile devices grew from 1% in 2009 to 13% in 2013, and it’s still growing.

This changes the way you do business. Users and customers both expect information to be available and updated in real-time, not “when you get back to the office”.

Your sales teams need immediate access to the very latest business information from their colleagues around the world; your customers expect a mobile-first experience; and your IT department needs a way to get on top of its mobile strategy.

The promise of mobile CRM is twofold, including not just mobile access to data but also – and more significantly – the possibility of using your CRM as a platform on which to build your entire mobile strategy, from branded customer-facing apps to distributed customer service and support.

Selling on the move – the next generation of CRM

Introducing mobile CRM to your sales operation can be a dramatic change for the better. Your salespeople can update and synchronise information on the move, sharing real-time data from across the business. Day-to-day sales tasks are freed from the desktop, so a salesperson carrying a tablet or smartphone can:

But today’s mobile CRM platforms can do so much more. Add cloud storage to mobile CRM functionality and you’re no longer synchronising data with a local copy – you’re accessing live, centrally held information from whichever device you choose. Distributed teams can share files and background information and can update, share and send proposals on the move.

Custom apps can feed information directly into your CRM back end, with new app releases rolled out to your sales team in real time. Every salesperson has the benefit of complete CRM data, analytics and customer-facing material at their fingertips, on any device – freeing them to spend more time on sales and less on administrative tasks.

Mobile-first campaigns for mobile-first customers

To function effectively in this brave new world, marketers must embrace one fact: mobile is not a channel—it’s a platform.

The shift to mobile involves not one platform, but several. Your customers are using text messaging, mobile apps, email, tablet-based browsers and location services – and their existing social networks such as Facebook and Twitter are extending their reach onto all of these mobile platforms too. Mobile-first experiences are becoming the norm – and are what your customers expect to see. Your CRM system can integrate with smart devices and social media to deliver amazing, personalised customer experiences.

The right answers, from the right people, right now

Using a CRM platform to handle and track customer service activity already makes sense, and adding a mobile dimension brings even more benefits. Combining mobile with social CRM gives you a whole new range of capabilities. Not only can your customers now contact you where and when they choose, but you can track, manage and respond to every case with the full capability of your CRM platform.

Get the right answers from
the right people

A mobile CRM platform means instant, simple escalation, with issues routed straight to the right subject matter expert, product manager or executive, regardless of location. You can implement round-the-clock cover for urgent queries and respond on the same platforms your customers use – no more losing issues as they change from one channel to another.

Mobile CRM – your new development platform

The sheer pace of growth in mobile traffic has created a common experience among CIOs: you need to address your mobile strategy, but the scope keeps growing. Your sales team needs access to dashboards, logs, opportunities and client-facing content they can take into meetings; but you’re also being pushed to develop a customer-facing branded app for smartphones. And it all needs to connect to your CRM back end.

That’s potentially 5 or 6 separate projects – and a lot of development, in areas where you may not have established skills.

What if you could do your mobile app development on your existing CRM platform?

A cloud-based CRM solution such as the Salesforce1 platform gives you mobile app development capability right out of the box. Your developers have a familiar platform. Your sales and marketing teams have instant access to real-time information in the cloud. And you can focus your IT resources where they’re needed most.

Smart reporting from context-sensitive components

With the right platform, the potential for customised mobile apps can extend beyond traditional devices to self-reporting by smart, internet-enabled components. A platform such as Salesforce1, with APIs that enable integration with almost any device, creates extraordinary new possibilities.

An internet-enabled component needing maintenance raises its own ticket ahead of time; the task is monitored and tracked directly in your back-end CRM system. An ordering system connects directly to the delivery driver’s GPS for real-time tracking. In the new “Internet of Things”, if you can connect it, you can track it – and every piece of data you collect can be put to use deepening your understanding of your customer through CRM.
Learn how you can use the Internet of Things “IoT”.


Mobile CRM: Why Your Business Needs A Mobile CRM Strategy

Post summary:

  • What is a Mobile CRM?
  • Mobile usage growth
  • Mobile CRM adoption rates
  • Getting started with Mobile CRM

Mobile usage is rapidly growing and sales teams around the globe are out in the field meeting potential customers. Because of this, both mobile devices and a mobile sales force have merged to become Mobile CRM.

In this post, I will look at the growth of mobile usage in recent years, why you should adopt a mobile CRM strategy in your business and how to get started with mobile CRM.

What is a Mobile CRM?

Mobile CRM, or Mobile Customer Relationship Management, is a CRM tool designed for mobile devices including smartphones and tablets. By connecting through mobile CRM, you allow your sales team’s access to customer data through a mobile CRM app or through a web-based browser with cloud CRM. A key benefit of using mobile CRM is to allow your sales force to access real time data while out in the fields meeting prospects and customers.

Mobile usage growth

By 2014, mobile internet usage should overtake desktop internet usage”. That was the key message taken from an Infographic posted by Microsoft Tag in March 2011. Traffic from mobile devices continues to grow and in fact, mobile traffic is growing so fast that in some places, such as India, it has already surpassed desktop traffic.

One of the key conclusions from the Internet trends report delivered by Mary Meeker is that 13 percent of all Internet traffic is now executed from a mobile device, an increase from 4% in 2011 and up from 1% in 2009.


As mobile adoption continues to grow and organizations become more flexible in work arrangements to their employees, traditional desktop applications such as CRM are moving into the mobile space. Having a mobile strategy is no longer optional and is quickly becoming a necessity.

Mobile CRM adoption rates

Research by Forrester Research in 2008 found that 50% of Enterprises and more than 40% of SMBs were piloting, rolling out or currently using smart phone applications for sales force automation. And at the end of 2012, Forbes reported that there were 110 CRM applications in the Apple App Store and 47 in the Android App Store.

The Gartner Group predicts an exceptional growth rate of 500% by 2014 for mobile CRM. For comparison purposes, mobile usage increase between December 2010 and November 2012 was 225%.

Yet, with 50% rolling out or piloting a mobile CRM system, it leaves 50% without.

In fact, research in Europe found that less than 34% companies have implemented a mobile CRM.


Getting started with Mobile CRM

Before you begin to implement your mobile CRM, it is important that you define goals on what you want to achieve by having a mobile CRM and what your work force needs in order to take advantage of real time data access.  I’ve outlined three highly important areas you will need to address before launching:

1. Internal buy-in

Before you implement a mobile CRM app, it is important that you get internal buy-in from the sales force. Your sales teams are the ones that will be using the smart phone application daily and in order to get their buy-in, you need to implement extensive in-house training on how to use the application in the form of user guides and training programs as well as explaining the key benefits of what they can achieve by working with the mobile CRM.

2. Provide the device

People love getting things for free and one of the easiest ways to get your sales team to adopt a smart phone CRM is to provide the device itself to your sales force and include the application pre-installed. Although most CRM mobile apps are supported by iOS, Android and Blackberry, make sure that you check with the provider before giving it to your sales force.

3. Mobile app usability

Your sales force will rarely need access to complete functionality on their CRM mobile app to all the same data and reporting they would access via their desktop. Start out by providing only basic access that the teams use on a day to day basis. For example, writing and sending an email, scheduling a meeting and/ or updating contact information.

The Definitive Guide to Mobile CRM

Other than increasing productivity and being essential to your CRM strategy, there are several more key benefits in adopting a Mobile CRM strategy. SuperOffice has recently launched a free-to-download mobile CRM guide.

How has your organization adopted a mobile CRM strategy?

Have you seen an increase in productivity since its inception?

Feel free to comment and share below.

P.S. If you’re looking to get started in using a mobile CRM, then take a free 30 day trial by clicking the link below.

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