Mobile CRM devices let users take CRM and sales force automation (SFA) systems on the road for access anytime. Mobile CRM has long promised to answer the question of how to keep field force connected and up to date with company and customer records. Using mobile CRM, sales/Field force has simple, easy access to information through wireless devices
Much as software as a service (SaaS) rose to prominence with CRM, the promise of mobile computing has centered around CRM as well, as companies sought to provide salespeople out on the road with the latest information on prospects and customers. while mobile CRM may never have fully lived up to its initial hype, in some ways it delivered, with most CRM vendors offering some mobile capability with their sales force automation (SFA) applications, unleashing and enabling organizations’ "road warriors." With the emergence and – now -- ubiquity of smart phones, much of the focus and development around mobile applications from vendors has shifted to business intelligence (BI) and providing slick dashboards and reports to executives on the move. For example, in the wake of SAP's acquisition of Sybase, SAP's motto has become "anytime, anywhere, any device," and early demos and promises have focused on BI. But there is plenty of opportunity for mobility in CRM outside of SFA. In fact, a recent survey conducted by the topic consulting house found that mobile enablement is the top spending priority for the organization's members next year, with 34% of field service members having approved a budget increase for mobility.
M’ Knowledge Management
In terms of mobile CRM for service, knowledge management has become a particular area of interest. As companies seek to reuse support content created across multiple departments and subsequently reduce multiple knowledge bases and the search tools required to manage them, they are seeking a cohesive knowledge management strategy. And as they amass this information in one central repository, employees need to access it.Some CRM vendors have begun to extend mobile support capabilities to consumers, allowing them to solve problems themselves from a mobile device.
Mobile CRM beyond SFA
Today, mobile enablement for sales means more than just SFA, Many CRM vendors offer mobile CRM application to the iPhone and BlackBerry, but the way forward is mobile-enable other modules from ERP applications that will benefit sales. Such as - order placement, time and travel, dispatch -- those are on the list for mobilization first. For companies mobilizing their CRM systems and complementary applications, this means thinking carefully about what to enable first.
Enterprise CRM integration with Mobile
Not long ago, integrating an enterprise-wide CRM system with mobile devices was costly, time consuming and riddled with challenges. That is still the perception, but it's not necessarily reality anymore.
There are essentially four steps to effectively integrating CRM systems and mobile devices:
Step 1 -- The needs analysis phase
This is the "do your homework" phase from a business, technical and practical standpoint. Do not rush this stage. Here, it is important to understand the difference between technical needs and the desires of users, and to make it clear to end users that the mobile device is to be used in conjunction with CRM applications and not as a replacement for a PC or laptop. Beyond assessing the needs of individual users and management, it is important to understand the business needs of the entire organization. One key thing to keep in mind for the needs analysis phase -- and one that should prevail during the integration process -- is that the mobile CRM system has to grow and evolve with business and technical changes in the organization.
Step 2 – The mobile design phase
After the needs analysis phase, design is the next critical step. Because there is limited screen size and storage on a mobile device, a user must have access to an intranet to recall specific information at a moment's notice and to be able to input data for use across the enterprise. However, this raises a number of technical concerns regarding security, authentication and data input of sensitive or proprietary information. Organizations need to understand that massive amounts of data, including customer trends, pricing tables (by territory) and other customized fields need to be available in real time with a data-input option.
Integrating a robust CRM system with mobile devices, which often average about 2GB of memory, can be a daunting task on the surface level. We first determine what data is most important to display and then develop appropriate screens to view it within the limits of the device. We balance local storage of data with real-time access on the device, allowing users the option to work off-line with as much data as needed. This Mobile Web application communicates with a host database and allows field representatives to draw real-time information simply by clicking an icon on the mobile device. In addition, implementing a rules-based push to a BlackBerry or another mobile device avoids the need to synchronize all information. Instead, only the appropriate amount and most relevant information is delivered at the right time.
Step 3 – The mobile application testing phase
The main objective of the testing phase is to gain user acceptance through education. This often starts with a group of beta testers, who are trained and prepared to implement a new and improved mobile CRM system. We advise clients to choose beta testers who will also serve as champions of CRM mobile integration. This group should include 10% to 20% of the desired user base. From a technical standpoint, the testing phase is for functional and performance testing, to make sure the software and mobile infrastructure meet the project goals and objectives. This is the time to test the configuration of the live application server environment and security.
From a practical standpoint, avoid the common mistake of assuming that mobile-device users will intuitively utilize mobile CRM applications with little-to-no preparation and technical training -- simply because they are good at sending and receiving emails and looking up contact information. Extended capabilities through Web services can be tricky for first-time users, and therefore accessible, interactive training is a must.
Armed with information gathered from the beta program, in-house IT and, in some cases, integration consultants are able to adjust the infrastructure (without overloading it) and bring the program up to meet the objectives laid out in the needs analysis phase.
As you're going through the implementation process, remember to deliver prototypes to the end-user community. This will grant them the flexibility to request changes so that IT can make adjustments to ensure that the mobile CRM applications will work the way they need them to. This process significantly increases end-user adoption.
Step 4 – The mobile rollout phase
Technical adjustments have been made (although upgrades make this a work in progress), the objectives are in sight, and the feedback from beta testers is in place. Now it's time to roll out the new program to the users. This does not entail simple "keystroke education" but, rather, a comprehensive training program to help users understand the key technical aspects and ensure buy-in.
Remember, the biggest challenge for new end users is "confinement." Users who are accustomed to CRM on a PC, with its large screen, keyboard, dashboards and expansive database, often have a difficult time adjusting and feel restrained when using a large program on a device usually reserved for email, contacts and phone calls. We havelearnt that one way to avoid this problem is to make sure the vendor installing mobile CRM is experienced at training end users until they are comfortable with the application.
It is critical to get the IT department, the end users and management on the same page, especially during the first three steps, so that the program is implemented correctly and effectively meets business objectives. As mentioned, it is also important to ensure that the system is flexible and adaptable enough to grow with the business. Remember, mobile technology is continuously evolving, so it is best to avoid getting tied to specific hardware or one software-operating platform.
Our experiences have shown that end users quickly understand the practicality and benefits of mobile CRM applications. With mobile CRM, quick information is at hand in the field, on a plane, or even in a remote territory, where booting up a PC or laptop is a challenge. Being able to enter information in real time and quickly retrieve client and target data and even business intelligence are often key benefits for organizations using mobile CRM applications.
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