BCO6604: Mobile CRM - Strategy, Benefits, Challenges and Technology

This report examines the crucial role of Mobile Customer Relationship Management (CRM) in modern business operations. It delves into the significance of CRM in fostering customer relationships and managing customer data for enhanced productivity. The report addresses four key areas: the strategic implementation of mobile CRM, the benefits it offers, the challenges associated with its adoption, and the underlying technologies. The analysis emphasizes the essential nature of mobile CRM technology, particularly for industry employees, enabling them to work flexibly and access their work remotely. The use of mobile smart devices facilitates employee freedom, thereby strengthening the company-customer relationship. The report covers the literature review of CRM strategy, the benefits of mobile CRM such as increased sales and improved data collection, the challenges like technical issues and device compatibility, and the technology aspect focusing on its role in business reporting and customer interaction. The report concludes that mobile CRM software is essential for increasing profit and productivity, and fostering customer relationships.

Running Head: CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
0
CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
5/15/2019
The report has been prepared so that the major issues in the mobile CRM can be addressed. In this
report the important of the customers relationship management is stated which helps in building the
relationship between the customers and also manages their information for the better productivity.
In this report the major four major issues has been addressed which are strategy of the mobile CRM,
benefits of the Mobile CRM, challenges and the technology of the mobile CRM. So it has been
analyzed that mobile CRM technology is very essential in the company as employees of the industry
as they can work with more flexibility and also access their work remotely. The use of the mobile
smart devices helps the employees to work with the freedom which also builds the good relationship
with the company.

CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM 1
Contents
Introduction.................................................................................................................................................2
Literature review.........................................................................................................................................3
Strategy.......................................................................................................................................................3
Benefits.......................................................................................................................................................4
Challenges...................................................................................................................................................5
Technology..................................................................................................................................................7
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9
Appendix...................................................................................................................................................11

CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM 2
Introduction
Customer Relationship Management is the process or the strategy which helps in managing the
relationship of the organization and also interacts with the potential customers. With the help of
this system, any organization can improve its profitability, streamline the process and also stay
connected with their customers (Kim, et al., 2015). The main goal of the CRM is to improve the
business relationship so that more productivity can be done in the organization. Mobile CRM is
needed in the organization as it is the tool which connects the people through mobile devices
such as tablets and smartphones. With the help of the CRM mobile, the companies can easily
access the customer’s data with the cloud CRM and it is helpful for the sales team. It is helpful in
delivering the information of the customers and also manages their relationship (Gelogo and
Kim, 2014). Nowadays people are more connected to Mobile CRM such as smartphones,
internet-enabled devices, tablets, etc. which is helpful in making the good relationship.

CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM 3
Literature review
Strategy
As per the author, any business organization needs the CRM strategy of the company. To
increase the sale of any company and to improve the profitability factors the CRM as a strategy
is very effective as it maintains the relationship with the potential customers. Earlier there was
the use of desktop internet usage but nowadays the mobile internet usage has taken place. The
growth of mobile usage has been seen at the extent level as traffic from mobile devices is
continues to grow (Aziza, et al., 2015). So, mobile strategy in CRM is very essential as the
organization becomes more flexible. To increase the productivity in the organization it is not
important to only boost with the CRM but also important to have the mobile-friendly CRM. Any
industry and organization can easily access to the people through mobile users as active phones
currently in the market can react immediately to the customers (Chene, et al., 2016).
Mobile CRM offers the services of the internet facilities and also helpful in maintaining the
relationship with the customers as to access with the mobile is quite easy. The main aim of the
mobile app is to design the CRM and to provide social media experience. The industries use the
SAP cloud for the mobile services as it is helpful on reducing the churn and also helpful in
increasing the demand of the social media customers (Gai, et al., 2017). The strategy of the
company is to adopt the best tool provided by the SAP as it supports the customer related process
and also integrates with the supply chain management.
The CRM strategy is also to compete with the graphics and interactive messaging so that
customers attraction can be build up and the customers get the maximum entertainment. The
CRM strategy is to reflect the huge number of trends in the mobile. The strategy is to engage the
customers in using different apps (Guerra, et al., 2017). The strategy is to include the mobile in
the traditional CRM initiatives so that each customer’s pictures can be more elaborated.

CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM 4
Benefits
As per the author, there are many benefits the company has by using mobile CRM in the sales
team. Mobile CRM increases the sales of the industry and also collects valuable information and
improves the data collection. They also increase the better productivity of the industry. The
stronger customer’s services are provided by mobile CRM (Takhar-Lail, 2014). As if there are
any complaints, questions and any potential problems facing by the customers than by adopting
the mobile sales CRM the industry can communicate and respond with the customers. It is also
benefited for the industry as any information can be availed from anywhere through the mobile
internet users. So the business data can be accessed by the companies by using mobile CRM.
Mobile CRM is also benefited for the employees of the industry as they can work with more
flexibility and also access their work remotely. The use of mobile smart devices helps the
employees to work with the freedom which also builds a good relationship with the company.
Mobile CRM is the tool for business management which helps in improving the business patters
of the business (Gulbahar and Yildirim, 2015). CRM is a powerful analytical tool which also
tells the salesperson about the order history and the clients of the data. Mobile CRM system was
also helpful in analyzing the buying habit of their regular customers and also provide some
special offers to them to maintain and build a good relationship with them.
Mobile CRM solution improves the sales productivity of the company and also stay connected in
accessing the information. The sales person also uses the system of the Mobile CRM so that
track down the information of the customers by taking the fingerprint (Karjaluoto, et al., 2014).
Mobile CRM system also improves the greater communication and insight and also responds to
the potential problems before they have risen in the industry. They increased the proactive as the
sales manager can access everything on the demand that what is happening with their team.
If any information can be sent to the person than, it can be done through the sending the material
through the mail so, this software also saves the time and faster access to the sales material. The
past records bad the communication with the customers can also be checked through the mobile
CRM and it is also the faster processing which needs less paperwork. Mobile CRM is also very
helpful for the sales team in shortening the sales cycle as they can close the deal when the few
instructions are given to them (Hajli, 2015). The higher earning can be gain by the industry if

CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM 5
the sales team compensates the fewer interactions by putting the specific details of the customers
in the CRM. The real-time data entry can be allowed through the CRM on mobile and also give
the chance to the customers about confirming and reviewing the accuracy of the information. It
also benefits in increasing the competitive advantage and also gives flexibility in choosing the
multiple devices.

CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM 6
Challenges
The biggest challenge of mobile CRM is the technical issues in the industry as it modifies the
users about mobile devices. The major challenge is to select the appropriate technology for
mobile users so that they can rely on and feel more flexible about that. To expand the business or
industry the key applications has to extend to beget successful so it is the challenges for the
company to tap the mobile workforce such as the tablets and smartphones for the business
environment. It is difficult for the companies or the industries to build mobile marketing
strategies so that it is easy to lead the success in the market (Stieglitz, et al., 2015).
Most of the industries find these difficulties to adapt the UI and leverages the strength of the
platform so that the overall CRM adoption can be done in the organization. Device compatibility
in the industries is also the biggest challenge to access the information through mobile apps is
not possible for everyone (Rodriguez and Trainor, 2016).
There are many challenges has been seen in the mobile CRM technologies which also led the
profit of the company has declined. Different industries reflect the different requirements so to
choose that company has to face the problems. To integrate mobile CRM software with the
communicational channels of the company is quite challenging. Another challenge is that there
are many problems and the issues in the organization which cannot be solved by the CRM
technology so there should be appropriate skills and the work process so that these problems can
be removed. There are basically four technical problems with the CRM mobile (Hassouna, et al.,
2017).
First to make the application of the CRM accessible over the wireless networks and the non-
broadband is challenging. Secondly to address the securities issues is quite challenging as it
provides virus protection, VPN clients. A third thing which is challenging is that for securing the
device in the mobile if anything is lost is difficult. So there are many challenges in the mobile
CRM software.

CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM 7
Technology
As per the author, CRM as the technology is very useful for the business organization as it helps
in the reporting, recording and interacting with the customers. CRM technology in the mobile
strengthens the business (San-Martín, et al., 2016). Most of the people spent their time in the
mobile apps so as per the author technology is enabled by the internet and has an enormous
impact on the CRM. CRM processes are very helpful for the organizations as it streamlines the
CRM initiatives by cutting the cost. In today’s marketing transform the CRM technology is very
essential to meet and improve the demand of the customers. It also helps in improving the
performance of the industry and also engages with the customers.
With the help of the CRM technologies, the industries and the organization can facilitate
effective marketing, data management efforts, and sales. In mobile CRM, technologies serve a
better relationship so the organization uses it for the development (Issa, et al., 2017). CRM
technology in the mobiles has increased the royalty and retention among the customers. CRM
technologies in the mobile not only increasing the customer's relation to the industry but also
contribute to the profitability of the company. CRM technology reduces the cost of the company
and also alters the cost to achieve greater supply chain functions.
CRM technology is the application which operates the communication channel
in the mobile and also integrates with the other system so that it can provide a view to the
customers. To achieving the goals in the organization the more emphasis is done on the
infrastructure and hardware (Soltani and Navimipour, 2016). The Dell, IBM and Hewlett
Packard, etc. provides the range of the solution in the company which is helpful to the vendors of
the software. With the use of IBM, the industries can provide the solution to driven the interface
users which are available in the mobile devices. This technology is helpful in industries to
optimize efficiency and communication and also improves productivity applications. For the
mobile applications, IBM is the best tool as it uses Microsoft and gives the industry the growth
and profitability through the solutions of the Microsoft Dynamics CRM.

CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM 8
Conclusion
From the above report, it is concluded that mobile CRM software is very necessary for many
industries to increase the profit and to increase their productivity ion the company. Mobile CRM
software not only helpful in accessing the problems but also makes good customers relationship.
In this report, the major focus has been put on the four main things. In this report, the major four
major issues have been addressed which are the strategy of the mobile CRM, benefits of the
Mobile CRM, challenges and the technology of the mobile CRM. These four issues have been
related to the industry so that the solutions of these issues can also be addressed. The mobile
CRM strategy is to maintain a potential relationship with the customers. The major benefits of
mobile CRM are to increase sales by addressing the information and to increase the productivity
of the industry. Mobile CRM processes and technologies are very helpful for the organizations as
it streamlines the CRM initiatives by cutting the cost. The biggest challenge of mobile CRM is
the technical issues in the industry which has clearly addressed in this report.

CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM 9
References
Aziza, A., Oubrich, M., and Søilen, K.S., (2015) The impact of CRM on QoE: An exploratory
study from the mobile phone industry in Morocco. Journal of Intelligence Studies in
Business, 5(2).
Chene, M., Peyton, L., McGuire, K. and Drummond, B., ProntoForms Corporation,
(2016) Methods and system for orchestrating services and data sharing on mobile devices. U.S.
Patent 9,401,966.
Colomo-Palacios, R., García-Peñalvo, F.J., Stantchev, V. and Misra, S., (2017) Towards a social
and context-aware mobile recommendation system for tourism. Pervasive and Mobile
Computing, 38, pp.505-515.
Gai, K., Qiu, L., Chen, M., Zhao, H. and Qiu, M., (2017) SA-EAST: security-aware efficient
data transmission for ITS in mobile heterogeneous cloud computing. ACM Transactions on
Embedded Computing Systems (TECS), 16(2), p.60.
Gelogo, Y.E. and Kim, H.K., (2014) Mobile integrated enterprise resource planning system
architecture. International Journal of Control and Automation, 7(3), pp.379-388.
Girchenko, T., Ovsiannikova, Y. and Girchenko, L., (2017) CRM System as a Keystone of
Successful Business Activity. Knowledge-Economy Society: Management in the Face of
Contemporary Challenges and Dilemmas, pp.251-261..
Guerra, F. and Kulchytskyy, V., SugarCRM Inc, (2017) Structured touch screen interface for
mobile forms generation for customer relationship management (crm). U.S. Patent Application
14/881,089.
Gulbahar, M.O. and Yildirim, F., (2015) Marketing efforts related to social media channels and
mobile application usage in tourism: a Case study in Istanbul. Procedia-Social and Behavioral
Sciences, 195, pp.453-462.
Hajli, N., (2015). Handbook of research on integrating social media into strategic marketing.
IGI Global.

CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM 10
Hasani, T., Bojei, J. and Dehghantanha, A., (2017) Investigating the antecedents to the adoption
of SCRM technologies by start-up companies. Telematics and Informatics, 34(5), pp.655-675.
Hassouna, M., Tarhini, A., Elyas, T. and AbouTrab, M.S., (2016) Customer churn in mobile
markets a comparison of techniques.
Issa, T., Kommers, P., Issa, T., Isaias, P. and Issa, T.B.., (2017) Smart Technology Applications
in Business Environments. IGI Global.
Karjaluoto, H., Töllinen, A., Pirttiniemi, J. and Jayawardhena, C., (2014) Intention to use mobile
customer relationship management systems. Industrial Management & Data Systems, 114(6),
pp.966-978.
Kim, C., Lee, I.S., Wang, T. and Mirusmonov, M., (2015) Evaluating effects of mobile CRM on
employees’ performance. Industrial Management & Data Systems, 115(4), pp.740-764.
Rodriguez, M. and Trainor, K., (2016) A conceptual model of the drivers and outcomes of
mobile CRM application adoption. Journal of Research in Interactive Marketing, 10(1), pp.67-
84.
San-Martín, S., Jiménez, N.H. and López-Catalán, B., (2016) The firms benefits of mobile CRM
from the relationship marketing approach and the TOE model. Spanish journal of marketing-
ESIC, 20(1), pp.18-29..
Soltani, Z. and Navimipour, N.J., (2016) Customer relationship management mechanisms: A
systematic review of the state of the art literature and recommendations for future
research. Computers in Human Behavior, 61, pp.667-688.
Stieglitz, S., Lattemann, C. and Brockmann, T., (2015) Mobile applications for knowledge
workers and field workers. Mobile Information Systems, 2015.
Takhar-Lail, A., (2014) Market Research Methodologies: Multi-Method and Qualitative
Approaches: Multi-Method and Qualitative Approaches. IGI Global.

CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM 11
Appendix
Strategy: The industry Woolworth has decided that by using the mobile CRM they can increase
the productivity in the organization it is not important to only boost with the CRM but also
important to have the mobile friendly CRM.
Benefits: By using the mobile CRM there are many benefits have been seen in the company
Amcor Limited such as increase the sales by addressing the information and also increase the
productivity of the industry. The company used the software SAP which helps in addressing
every detail of the customers in the appropriate manner.
Challenges: The biggest challenge faced by the company Coles is of the technical problems so
by using the updated technology and software of the IBM the company has solved many issues
and also come up with securing the device in the mobile.
Technology: The Company Gartner is the leading IT Company which uses the CRM mobile
software which saves their time and also streamlines in cutting the cost.