“Mobile CRM” is a hot topic with my clients. The emergence of ubiquitous high-speed broadband connectivity, smartphones, and tablet devices with enormous computing power and longer battery life, along with increased employee adoption of touchscreen devices in every sphere of life, are all trends that serve to liberate IT from the desktop.
However, the state of mobile CRM solution support is fragmented. While there are platforms and solutions that cater to specific industries, no mobile CRM vendor currently offers out-of-the-box cross-industry functionality. The gap between the functionality available via desktop and mobile CRM applications is far from being bridged. And vendors sometimes adopt a single-device or single operating system (OS) strategy, limiting the range of devices and OSes available to companies.
To help define a path for navigating this complex landscape, I interviewed 25 CRM solution vendors, systems integrators, mobile solutions developers, and user compananies. My findings are summarized in a new report: Best Practices: The Right Way to Implement Mobile CRM.
A guiding principle for getting value out of “mobile” is to look for situations where you can integrate an mobile application into the normal execution of the day-to-day business processes of managers and frontline workers. Here are some additional tips:
Understand the opportunity to improve CRM and drive adoption. For example, will enabling workers to update the CRM system and tasks in real time throughout the day when they’re in the field — rather than doing it once they get back to their desks at the end of the day — make them more productive?
About four or five months ago, I was on a United flight bound to the east coast from San Francisco. For reasons I don't remember, I had booked the ticket on Orbitz (I usually book directly so my records, receipts, etc. are all in my profile). Am boarded. Am sitting in a middle seat. Sigh. "Ping" goes my phone. I receive an alert that our flight has been delayed 20 minutes. I open my bag and pull out a salad. The two gentlemen in between whom I am squeezed look at me oddly and exchange glances as they expect the doors to close and the plane to back away from the gate. Salad finished. "Ping" goes my phone again. There is a maintenance issue with the plane. The "equipment" is being changed and we are being moved one gate over. I begin packing up my things, remove my seat belt and give the guy on the aisle my look that says, "are you moving or what?" He says to me, "where are you going?" I say, "equipment + gate change." He says, "how do you know?" I say, "SMS alert from Orbitz." He says, "What is an Orbitz?" More puzzled looks are exhanged. (Do I really want to explain a text alert in the year 2010 to someone who doesn't know what Orbitz is?) Several minutes later there is an announcement from the flight attendant with the same information, and everyone gets up to move. Now my fellow passengers are more intrigued. A third party is more efficiently delivering information to United's passengers than United is to their agents or customers directly.
I don't know how many times I've seen this poster in a United Airlines jetway and wondered, "Is this recent? or 20 years old? Do a lot of doctors fly? Is that why they advertise pagers?"