Mobile is changing CRM in more ways than one

Mobile is changing CRM in more ways than one

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Mobile is changing CRM in more ways than one

Many smaller organisations are embracing mobile technologies by default. According to Forrester Research in its report Building the Business Case for a Bring-Your-Own-Device (BYOD) Program, employees personally select 70% of tablets used for work, and 67% of employees using smartphones for work have personally selected the smartphone. As a result, 54% of enterprises in North America and Europe are implementing formal BYOD policies in response to these trends.

While most BYOD habits begin with checking email, BYOD benefits and usage have quickly expanded to include expense reporting, contacts and calendaring.  Mobile is also changing the way CRM is used by organisations. A recent survey of CRM decision makers by Nucleus found that 74% of companies had enabled mobile access to CRM applications – increasing sales force productivity by 14.6%, with nearly a third citing a productivity increase of more than 20%.

But why limit mobile CRM to the sales force?  The workflow and case management within CRM makes it an ideal solution for organisations with extensive engineering field forces and strict Service Level Agreements (SLA) with customers.  Rather than invest in complex, expensive, dedicated mobile maintenance management solutions, CRM has the flexibility to support hundreds of different workflows to reflect different SLAs, terms and conditions and product/service requirements.

Using CRM as the hub, customer service requirements – such as security alarms or IT systems failure – can be logged either via a telephone hot line or by the customers direct online.  Each log triggers a customer specific workflow to determine which engineer should be allocated the task. Additional tools can be integrated to further streamline this task, such as the use of geo-location on mobile devices to identify the closest engineer.

The engineer receives a request via email on the mobile device, which is then accepted or rejected depending on that individual’s ability to respond. When an engineer accepts the job, the CRM workflow then triggers a notification to the customer as well as providing the engineer with all the requisite information – from customer location and fastest route, to product set up, previous history and potential parts required.

In addition to providing an incredibly flexible and scalable case management solution, CRM has the ability to handle highly complex, customer specific SLAs. The process is streamlined and the company has a complete audit trail of interaction and communication. In addition to ensuring any problems or issues can be tracked and analysed, the CRM solution provides the ability to search by customer and provide an in depth report on the number of calls logged and the speed of response.

Plus, you get a highly effective sales and marketing tool by default. Organisations can analyse performance to gain a far better understanding of performance, of profitability by client or product/service type, and build on that insight with powerful sales and marketing to improve the way the business interacts with both prospects and existing customers on new sales opportunities.

BYOD is fast becoming standard behaviour – taking the right approach to enabling mobile access to CRM  can transform performance not only across sales and marketing but many other areas of the business.

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