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 in which companies do business. Users and customers both expect information to be available and updated in real-time, not “when someone is back in the office”.
Sales teams need immediate access to the very latest business information from colleagues around the world; customers expect a mobile-first experience; and the 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 CRM as a platform on which to build an entire mobile strategy, from branded customer-facing apps to distributed customer service and support.
Selling on the move
Can you sell when you are not in the office?
Introducing mobile CRM to a sales operation can be a dramatic change for the better. Salespeople, within a business, 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 peform a number of activities. Click on the images on the tablet below to discover more:
Dial in to meetings with "Click to Call"
Access and update leads, contacts and opportunities
Plan the day with calendar integration
Open and share files
But today’s mobile CRM platforms can do so much more. Using cloud storage to mobile CRM functionality means no longer synchronising data with a local copy as 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 the CRM back end, with new app releases rolled out to sales teams 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
Increased mobile usage
A mobile dependence day report, by ExactTarget in 2011, concluded that 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. 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 customers expect to see. A 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 businesses a whole new range of capabilities. Not only can customers now contact a business where and when they choose, but every case can be tracked, managed and responded to every case using the full capability of a CRM platform.
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. Round-the-clock cover can be implemented for urgent queries and responded to on the same platforms used by customers, meaning no more losing issues as they change from one channel to another.
Watch the video below to see how Coca Cola have used implemented mobile CRM to combat this issue.