The Future of CRM Lies in Mobile Adaptability

Friday, December 14, 2012

As mobile devices become more common, a company's ability to improve customer care will largely be determined by its ability to implement advanced mobile customer relations management (CRM) applications. According to Forbes, there are currently 110 CRM applications available for Apple users and 47 for Android devices, and The Gartner Group predicts this to grow 500 percent by 2014 for mobile CRM.

Mobile CRM Increases Efficiency
Chris O'Connor, CEO of Taptera, spoke on the technology's benefits for many facets of day-to-day operation.

"[Mobile CRM apps are] making the face-to-face sales meeting more exciting, valuable and productive; reducing the onerous tasks of updating CRM systems; and providing a simple communication and collaboration tool so sales folks can communicate with customers and their support networks," O'Connor said, according to CRM Buyer. Since mobile CRM applications allow for instantaneous interactions and data analytics, business processes often run more efficiently and sales associates are able to focus on selling. These applications also offer real-time data for immediate, relevant insight into user behavior, which can then improve marketing and sales tactics.

Advanced, Easy-To-Use Features Are Essential
These advantages are only possible if mobile applications are user-friendly. Kelly Weinhold, product strategist for Angel, told CRM Buyer that one of the biggest trends in mobile sales this year will be easy-to-use applications from the beginning of the transaction to the end. One such feature that could change the face of mobile CRM is the implementation of interactive voice response (IVR) into these applications. When mobile functions are voice-activated, Weinhold explained, basic customer service requests and interactions are possible via voice, a potential time-saver in customer support situations.

Now more than ever, CRM applications need to focus on mobile usability in order to advance.