When can a mobile CRM fail you!

Marketing | 6 minutes to read

10th Jul, 2019

So, we have more mobile phone owners in the world than toothbrush owners!

Gross fact or food for thought – your take, but the fact means an avant-garde for marketeers and salespersons alike. It is therefore not a rocket science to understand why there has been a massive shift toward development of mobile CRM.

But then its adoption is still either patchy or has failed to deliver optimum performance on ROI front.

Why is there such a great disconnect? What prevents mobile CRM hitting the bull’s eye?

Points to Ponder

The missing case of mobile strategy
Customer centricity is what defines a CRM. A scalable, simple, easy to use, with required CRM segmentation features are the core of mobile CRM. Replicating an existing CRM system on mobile does not comprise a robust mobile CRM strategy. A sound process determining the transition from an existent platform to mobile or cloud-based mobile-friendly platform or migration from the legacy system is the pre-requisite of a mobile CRM strategy.

Software Advice survey findings state that more than half of high-performing companies are either currently delivering or planning to deliver sales directly to customers and prospects via a mobile app within the next two years!

Mobile CRM plans, in that case, must be on the list of business priorities. Rightly so, many companies are sourcing use-cases to strategize and plan for successful deployment of the mobile CRM strategy.

The non-synced business processes/verticals
Mobile CRM deployment is not a silo IT task rather it is aimed toward optimization of businesses process at the enterprise level.  Hence every vertical and business processes must determine their goal and needs and accordingly must find place in the CRM dashboard.

Contact information is where a sales rep begins at but to close the deals he may need to access multitude of information raging from high alert cases, prominent pain-points, unpaid dues, product and service deliveries and the related experience and beyond. An ERP integration of CRM is utmost important here so that sales rep on the go has access to rich data access to support his sales objectives and sales pursuits.

Non-consideration of actual players
While decision-making rests in the hands of management, but are they the one at the front line of sales? What if the app is not perceived to be handy by the sales reps? What may follow is a big meltdown and investment gone awry.

Yes, change is always resisted at first but that has to be dealt with proper training and estimation of feedbacks to stimulate adoption. Better still, if at the time of purchase of the app members of front-line sales team is included, the purchase decision will herald positive sentiments and accelerate its adoption.

The presence of non-essentials
A mobile app cannot afford to provide cluttered view with unmerited features on the display. There needs to be differentiation on requirements that are critical, information that are good to have but not critical and still others which are not required by the sales rep but another stakeholder. Mobile storage and capacity are limited and mobile CRM features must take it into account if it aims to provide good user experience.

The absence of quintessential user experience
Mobile platform has so many features which can be married with CRM features to provide ultimate user experience. Consider integrating location mapping with call plans, using audio for data entry, updating data and supplementary customer information from social networks and so on. Wouldn’t this make users efficient and data effective?

While mobile is handy but there are limitations like sorting and filtering the data and further redundancy of the navigation time. Mobile CRM features must consider these limitations to provide unified and seamless user experience.

Make or Break Deal

One miscalculated step in terms of choosing the right mobile CRM vendor and the entire strategy can go for toss! Yes, budgets are important but so does clarity of business goals and projects outcomes. One cannot be compromised for the sake of the other.

Before zeroing down on prospective vendors, must double check the expertise level, customer testimonials and industry acknowledgement. A demo of the tool and the scope of customisation and scalability must be the defining factor.

DenCRM is Denave’s proprietary business intelligence tool developed through best practices to manage customer relationships for achieving desired business growth.

It comprises of fully customisable and an intuitive dashboard providing 360-view of the buyer’s journey. You can contact here for the demo.

Besides a mobile CRM tool that encompasses the latest trends in the CRM landscape is an ideal mobile CRM tool. Consider the ready checklist of latest trends in the CRM landscape that can be mapped against mobile CRM tool.

Source: CRM – The Past, Present and Future

Remember, emerging technologies are only going to make the tools more efficient but to make it effective a right vendor is a deciding entity.

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