CRM in the Mobile Age
Let’s face it – we are all on the go and we depend on our cell phones, smart phones, iPads, and other devices to keep us connected. So why not your CRM? Our mobile devices all share a common purpose – they allow us to send and receive information regardless of our location- unless you are way out there! The fact that we can text, e-mail, talk, and even video conference on the go is evidence of the absolute necessity to ensure that your business objectives are synchronized among all participants.
CRM for mobile users must be more than an elaborate program that prompts you to your next appointment or reminds you of information and interests for your clients. Before we address what mobile CRM is supposed to do for you, let’s briefly re-examine the purpose of CRM.
In a nutshell, CRM is supposed to assist you by semi-automating and synchronizing your sales, support, and billing efforts. CRM facilitates the information flow smoothly and consistently (making sure everyone involved has the information at the same time without altering the meaning of the message each time it is passed on to someone else) among all users. Furthermore, because the same information is available to everyone, then whenever anyone accesses or updates information within your CRM, the automatic trigger responsible for synchronizing your business process will facilitate your staff to respond to your customers quickly and efficiently.
CRM was essentially designed to act as a software version of a rolodex or file cabinet. In other words it is static. When relevant information or facts are uncovered they are digitally filed, cross-indexed, and forgotten about – at least until the next event or automated reminder. Mobil is dynamic. Mobil enables you to discover and share information in real time. So why not extend that capability to your CRM?
Mobile CRM users are the physical extension of their company. They are often confronted with unanticipated events and information and are expected to render a decision while they are out on the field. If a CRM is expected to be truly mobile, then the information flow must be both ways. If an onsite representative obtains information of strategic or tactical importance to your company, then that information needs be distributed to those involved as quickly as possible – otherwise potentially critical information essential in the decision making process may be overlooked resulting which could result in a negative impact to your company.
Traditionally, we tend to distribute important information by e-mail, phone, post-it notes or whatever method that is available to us at the time. Invariable, someone is forgotten or the method of passing information is not effective (e.g – cell phone out of range, they decide not to come back to the office, cleaning crew throws away your post-it note, e-mail bounces, etc.). Mobile CRM users can post the information directly into your CRM, avoiding the delay and excuses.
Imagine you are a sales person ready to make a call to one of your prospects to try and close a big order. Wouldn’t it be nice to know how the prospect is doing? What is their mood? How busy are they? Would you try and make the call if you found out their spouse is in the hospital or their parents passed away? If you had that information then you could anticipate to the situation rather than reacting and apologizing for your poor timing. When you see the situation in your CRM you could send flowers and a note of sympathy, instead of asking for the close. Mobile CRM users can provide you the information that can make a difference.
Mobile CRM usage enables your company the ability access to information about your customers in real-time. IT also enables your CRM Mobile users (employees, partners, contractors, etc.)provide feedback of interactions, conversations, and even rumors to your CRM in real-time regardless of their location. Suddenly your company has an army of information gathers.
Mobile devices are not merely an extension of your browser, they are your companies social intranet, giving you an even deeper insight into your customer. Embracing mobile CRM usage enables a company to anticipate customers needs and improve your bottom line faster, more efficiently, and with better results than in the past. One thing is for sure, mobile devices will continue to become faster, have more capabilities, and enhance your life and business in ways we can barely imagine. How about your CRM?
