How to make mobile CRM technology successful and why it fails

Mobile CRM is a key tool for sales reps and other customer-facing employees. Hence, it’s important to get it right. The tool boosts productivity, improve data quality and helps ensure that everybody is in the loop while out of the office. There are many factors to consider when deploying mobile CRM technology, of course.
Why Mobile CRM fails: Mobile CRM applications provides efficiency between departments, improve cross-sell and up-sell opportunities and increase customer satisfaction by providing convenient access to customer data throughout the complete CRM processes. This is not an easy task to implement CRM data and processes throughout the enterprise. In fact analysts at Meta Group estimate that up to 75% of Mobile CRM implementations fail. The many reasons could be defining priorities for different departments . Additionally, it is a daunting task to move data across different technical environments such as legacy systems, mobile apps, and public and private cloud architectures. The following points highlight the reason of failure.

  • Many mobile apps are  impractical because the (desktop) application is simply modified to a mobile device. Other mobile apps look very appealing, but not very smart because they fail to take advantage of the mobile devices core strengths. Another common problem is that businesses fail to recognize that mobility shouldn’t be applied only for CRM business processes but instead should focus on the particular mobility-driven use cases that deliver the biggest value to end users.
  • The major contributor for dissatisfaction are the following problems that makes use of mobile CRM unpalatable. • Duplicate records • Improperly assigned records • Field Accuracy.
      • Failure to migrate correct data: When businesses move to a new system, they usually try and take all of their data with them. This often includes long outdated information that is no longer relevant to the prospects or customers. That data sometimes make the system immobile, drain energy from the implementation staff, confuses users, and serves no real purpose.
      • Unable to Recognize the Problem: Sometimes businesses make critical mistake that they don’t understand the limitations of their existing Mobile CRM system or contact manager. They may be using to an outdated system, despite increasing costs and decreasing usefulness. When a mobile CRM system becomes outdated, it needs too many resources to manage. So, this is the time to move on to a better system.

    How to succeed with Mobile CRM: The best way you can succeed in mobile CRM market is to focus on the right CRM software. One of the best strategy is to make it case driven. It is a good idea to identify critical business processes that are accessed by mobile users. An effective mobile CRM strategy can be developed that way. Relaso Software developed a mobile CRM app, Relaso Sales CRM which incorporates all of the essential processes that a Business should have. The following tips may be useful to build a successful mobile CRM strategy.

      • Analysis Phase: One key thing to keep in mind for the analysis phase — and one that should prevail during the integration process — is that the mobile CRM system has to grow and evolve with business and technical changes in the organization. You should not only assess the needs of individual users and management, it is crucial to understand the business needs of the whole organization. Here, it is important to understand the difference between technical needs and the requirement of users. End users should get a clear perspective that the mobile device is to be used in combination with CRM applications and not as a replacement for a PC or laptop.
      • ERP Integration: Most of the crucial customer information like orders, invoices, credit memos, payments, RMAs, product availability, credit availability, shipping timeframes etc. are store in the back-office ERP solution. CRM systems that enables tight integration with ERP applications will provide a richer data experience and support more business processes for mobile CRM customers.
      • Users’ Experience People use computers and mobile devices in a different way. It is just not good enough to produce result by transferring a desktop application to a mobile device. Mobile devices are used to check information at a much higher rate, and in a reduced volume. Data has to be sorted on a more accurate basis so that search and navigation time are also reduced. Users prefer summarized data that focuses on the search terms rather than having huge volume of records produced on a tiny device.
      • Using Collaboration: Social networking Web sites like Facebook and Twitter have changed the way users access information, and this shift is extending fast to the enterprise. Mobile CRM software should enable enterprise users a way to share and follow relevant people and records in an environment that’s secure and trusted. Mobile access to one’s “feed” is an integral part to keep employees across the organization informed and productive irrespective of where they go.
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