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Posted by William Band on August 23, 2011
“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:
One of the biggest pitfalls to watch out for? Undervaluing the need for offline capabilities. In some use cases, such as field engineers working inside office buildings or factories or mobile workers covering remote geographies, connectivity may be poor or nonexistent. There are some locations, like medical facilities, that prohibit online access. And employees may not use a mobile CRM application if they have to wait for web screens to refresh or need instant access to their full data set.
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