The Future of Mobile CRM

The Future of Mobile CRM

We already know that mobile workers are the primary force in driving Mobile CRM.  The number of worldwide mobile workers will reach 1.1 billion at the end of 2011 according to IDC. This growth in mobile workers and subscribers is largely caused by the increase in the population of ‘Digital Clients’ or Generation Y (Millennials). But where are we heading in the Mobile CRM market with this growth?  Here are four Mobile CRM trends that ISM foresees:

  1. Location & context-based ‘push’ services – Mobile CRM applications will offer location and context-based ‘push’ services.  For example, a mobile system will send a user an in-context message that a favorite artist will be playing in concert near his/her current location or if you are a Porsche fan – you will get an in-context message that a new Porsche car is available at a nearby dealership for a test drive.
  2. Social media integration – Pivotal CRM announced that they will offer a social media module; integrating directly with popular social media websites including Facebook, LinkedIn and Twitter and customer profiles.  This gives sales and marketing professionals the ability to monitor and analyze conversations and attitudes of prospects/targets.
  3. Increased simplicity & relevance – Today, the functionality on mobile devices is over-complicated, but soon they will be simple to use.  Vendors are now using focus groups to determine the most ergonomically relevant mobile screens for CRM users.  As an example, Maximizer has used a focus group to develop and offer a Mobile CRM dashboard, which is easy to use and can be configured to only contain pertinent information for the user.
  4. Must respect new people/process/technology mix – Sales and marketing need to understand the “What’s In It For Me” concerning Mobile CRM. Simply put – it’s all about adoption. The technology has changed, but the processes are very important in dealing with a customer, how to sell to a customer and cooperate with the distribution network.  a company will need to ensure that their staff knows how to use their mobile devices and use the functionality that is available within these mobile devices.