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The power of mobile CRM: Enhancing productivity and customer relationships


The shift toward mobility in several business applications cannot be ignored, and studies show organizations that adopt mobility initiatives typically outperform those that don’t. Many are implementing a mobile customer relationship management (CRM) strategy, to provide immediate access to important information in an effort to increase efficiency and enhance relationships. As competition increases, mobile CRM can provide timely, accurate data to support sales and other key areas of the business.

Smartphone Internet usage is outpacing PC usage, with comScore reporting that mobile access accounted for 55 percent of all Internet traffic in January 2014. Office-based CRM systems are powerful tools, but often, users are disconnected from the system’s wealth of information when away from their PCs. More employees work away from a traditional office, and information demands and expectations have changed. Customers cannot wait until the next day for an email with details on a product, and relationships can be accelerated if interactions are logged in real time.    

From a sales perspective, mobile CRM provides employees with on-demand account history such as recently purchased products, and the most up-to-date pricing information and case notes. Personnel have the capability to collect information from the source, inputting information directly about service calls, client meetings, products and vendors. Anything that needs to be logged and seen at a later time can be captured with mobile CRM.

Mobile CRM enables sales reps to be more effective, placing required information at their fingertips and encouraging more meaningful conversations. Research by Innoppl Technologies shows that 65 percent of sales reps at companies that have adopted mobile CRM have achieved sales quotas, opposed to just 22 percent from companies that have not implemented the strategy.

A key advantage of implementing a mobile CRM strategy is the shortening of the sales cycle. Closing sales with fewer interactions allows employees to dedicate more time to prospecting or working on new opportunities, therefore increasing earning and revenue potential. 

Mobile CRM is also a valuable tool for enhancing production and planning capabilities. Employees working remotely can keep data organized as well as submit confirmed orders instead of holding them until they return to the office. When orders are placed quicker, the final product or service is delivered quicker, translating into shorter turnaround and high consumer satisfaction.

Other key benefits of mobile CRM include:

  • Easier access to shared information about your contacts and commitments made in meetings, phone calls, e-mails and quick notes
  • No more call reports or periodic reporting, as users can easily view their follow-up schedule, related notes and past completed activities
  • Manage relationships regardless of location, with access to related notes, service and support call status and open and past closed issues with resolutions
  • View company library information, such as sales literature, product spreadsheets and MDS sheets, and e-mail selected documents to customers
  • Use e-mail, text or letter preformatted templates to quickly and consistently respond to customer requests

To get the full value from CRM data, employees need access to the meaningful information that directly applies to their role in the company. With mobile CRM, senior managers can access real-time reports from the workforce, set alerts for when new deals are closed, provide valuable coaching remotely and identify and address problems before they arise. Remote access to CRM can assist several levels of the organization, from customer service agents and support teams to senior management.

The benefits of mobile CRM are not limited to sales functions. The versatility of CRM means it is not only a sales tool, but a service-delivery platform. For example, public sector employees can access case notes of employees and constituents, ultimately serving the people quicker with more knowledge. In a government setting, mobile CRM can help provide more efficient, higher-level service to constituents and control costs. Similar capabilities and functionality can be extended throughout organizations in any industry.  

Users have freedom of choice to utilize mobile CRM on all devices or platforms, as several modules allow access to the CRM system from any mobile device. For instance, MobileAccess is the leading mobile CRM solution for Microsoft Dynamics CRM. It is optimized for the latest enterprise-class devices and customizable to work seamlessly with unique CRM needs, with access online and on multiple devices.

As businesses search for ways to integrate mobility initiatives, mobile CRM platforms present an opportunity to instantly view and share information and strengthen relationships. It is a proven strategy to increase sales and productivity, arming employees with the tools to close a deal or address an issue at any time. If you are not taking advantage of the power of mobile CRM, now is the time to discover how it can increase your capabilities and customer satisfaction.