Mobile CRM – Advantages, Area of Use and Introduction

In todays age of globalized digital networking, companies are faced with the challenge of systematically managing and exploiting the ever more complex flood of information about prospects and customers. At the same time, interested parties and customers want a quick, high-quality and individual approach tailored to their needs.

These demands are countered by the basic problem of every employee in the field: low productive time. Sales representatives spend most of their time in the car, plane or hotel. Correspondingly little time is used productively by the customer. Another sticking point is that access to important information is often missing at the decisive moment. These must first be procured laboriously via the input of colleagues from the office. This is where mobile CRM solutions come into play.

What Added Value Do Mobile CRM Solutions Offer Companies?

Thanks to mobile CRM solutions, previously unused times such as waiting times at the airport or hotel stays can be used to complete tasks and to prepare and follow up appointments. In addition, all relevant data is available at all times and everywhere. In this way, it is possible to keep pace with the increasing speed of communication, as requests can be responded to much more quickly. This in turn sustainably increases customer satisfaction. Here, too, the primary goal should be a stronger focus on customer needs, which can be captured and satisfied much more efficiently thanks to mobile technologies.

Mobile CRM in Practical Use

Mobile solutions for customer relationship management can be used in a wide variety of scenarios.

Practical example service technician: Your service employee has access to all relevant data such as application dates, service histories, the installed base, spare parts, delivery times, operating instructions, invoice data, customer data or maintenance contracts at any time while on the move and thus leaves a professional and competent impression on the customer. During on-site service, your technician can also access FAQ and error code databases to troubleshoot problems. Using an electronic feedback form, your employee can record the service assignment, have it signed by the customer using a signature pad, and transfer it directly from the mobile device to the CRM system and automatically to the ERP for billing via an interface.

Practical example of a field sales representative: Your sales representative will be able to prepare his customer visits while on the move. For example, he can find out about paid invoices, products already purchased, the status of current service processes or his appointments. During the customer visit on site or at trade fairs, the online recording of visit reports helps to reduce back office expenses. It is even possible to automatically generate tasks depending on the answers entered in the visit report, which are automatically delegated to the right colleagues. This ensures that customers and prospects no longer have to wait for information.

Tips for Introducing Mobile CRM

In order to really enjoy the advantages of a mobile CRM solution, the introduction must be well considered and well planned. Not without reason, numerous CRM projects fail because of the mistaken belief that the introduction of the software alone will lead to customer-oriented action and because of the fact that one’s own employees are not involved in the planning process.

Define Goals and Processes

Ask yourself the following questions before you start planning:

  • Which goals are to be achieved?
  • Which user groups should work with the mobile CRM solution?
  • Which processes should be mapped (e.g. preparation of appointments for the field service, preparation of quotations at the customer’s site, retrieval of service data at the machine, access to documents, etc.)?

Involve Employees as Early as Possible

Your employees know best which functions are indispensable and which are dispensable. Real added value in the use of mobile CRM solutions is guaranteed if you seriously involve your employees in the planning and implementation phases.

Usability

A mobile CRM is not a 1:1 mapping of classic in-house CRM software. A good mobile solution is characterised by self-explanatory interfaces and control panels reduced to the essentials. Of course, the mobile CRM should be designed individually for your business processes. A uniform responsive design across a wide range of mobile devices increases user acceptance.

Safety First

Be sure to clarify whether your employees can use their private smartphones or tablets for professional purposes (keyword: Bring Your Own Device). Make sure that the data on the end devices cannot get lost through theft or loss. It is best to choose an online solution that does not store data locally. Consider how quickly a mobile phone or tablet can get lost and thus also valuable customer data.

If an employee uses his own private device, it must also be ensured that, for example, if the employee is terminated, no customer information can simply be “taken along” and access to the corporate network is no longer possible.