Taking your Business on the Road with Mobile CRM Solutions
Customer relationship management (CRM) is a broad term that refers to processes an organization uses to organize and keep track of its contact with current as well as prospective customers. A CRM-software is usually used in these processes wherein information about customers and the organization’s transactions with them can be accessed, entered and stored by employees within the different departments. The use of information for targeted customer marketing and improvement in delivery of services to a given customer cluster are among some of the usual objectives of customer relationship marketing. Mobile CRM is the portable version of this solution.
Typically, CRM pertains to the systematized approach to handling customer relationships, relying heavily on software for information generation and utilization in the furtherance of these ends. However, software manufacturers agree that a successful customer relationship management structure involves the successful integration of the software structure with the employees taking full advantage of the information system made available in their hands to create a holistic approach towards a total solution package.
An organization will have different departments, often with diverse functions to properly appropriate tasks and processes relative to the main goal of customer service. However different the functions of these departments may be, customers still see them as belonging to a singular entity. Customer relationship management then is the implementation of the organization of the processes, policies and strategies to unify its interaction with customers. This chiefly involves technology in tracking customer information, forging closer bond with current customers and generating new customers.
There are many aspects involved in customer relationship management which has direct relationships with one another:
• Front office operations which include direct interaction with customers in such situations as contact meetings, email communications, phone conversations, online services, and others.
• Back office operations which involve functions for front office support such as maintenance, marketing, planning, finance, billing, advertising, production and others.
• Business relationships which relates to interaction with partners and other companies such as vendors and suppliers, distributors and retail market outlets, industry alliance and trade associations among others.
• Data analysis which pertains to the study of prime CRM information leading to planned targeted marketing campaigns, conceptualization of business strategies and evaluation of the performances of other CRM related activities.
A mobile CRM is a value added functionality of the software tool that allows field based personnel such as service technicians and sales representatives to get fully connected to the enterprise data systems even while on their on-the-road work assignments. With the application in place, remote employees and off-site workers are able to access vital corporate information in their handhelds at any given time. These solutions are able to deliver tremendous value during application in field service management. In order to properly service clients, it is imperative for field service professionals to stay connected to important customer information. This information includes prior service calls, warranty information, past product issues, past conversations with help desk engineers, and other pertinent details to make it easier and faster to provide clients with superior customer service experience. Through this, clients are provided exactly what they need when they need it.
Through the use of this solution, field crews are able to obtain and review this important information via their PDAs, cell phone units, Blackberry, wireless notebook or any other handheld portable device.
Among the key features found in most popular CRM software solutions are the following:
• Complete Contact Management. This software package provides management of all clients, prospects and contacts including organization of related opportunities, calls, and meetings for a comprehensive tracking of contact history.
• Calendar and Schedule Management. These CRM solutions are packed with comprehensive solutions for mobile staff to manage and coordinate their calendars and schedules.
• Automated Order Processing. The CRM software automatically creates, process and forward sales orders received to ensure timely fulfillment even when outside of the office.
• Service Call Tracking. With the use of this tool, field service technicians are able to enter results of their service calls into the central database and track status of other open tickets they are involved with.
• Data Synchronization. It allows users to work offline and later automatically synchronize bi-directionally their data with the central database. This is particularly useful in areas where wireless connections are difficult to establish.
Mobile CRM is an important tool for those whose responsibility is to bring the business to where the customer is. It is a worthy investment, the value of which may not easily be seen until put into use. But any business serious in its pursuit of building a true customer relationship should consider investing in this valuable tool.