Four Important trends in Mobile CRM Space

Last week one of my colleagues bought an iPad. He is currently gripped by something that people call the iPad syndrome. Ipad has helped people understand and appreciate the concept of mobility…in fact it has taken a giant leap in the mobility space. I have been receiving requests for mobility CRM much more in the last 2-3 months as compared to last year. Is it because of Ipad? Not sure, but the requests do translate into providing Mobile solutions that can run on mobile device; 1 out of 3 requests specifically for Ipad. One of our friends has put his thoughts around this revolution  http://social.eyeforpharma.com/story/will-ipad-kickstart-pharma-sales-and-marketing-revolution (read here).

I have been thinking off late on how should we go about designing the overall Mobile CRM solution? What should it contain? How should it be deployed? How will it provide enhanced value to organizations?  

Four Important Trends in Mobile CRM:

  1. Mobile CRM has moved beyond SFA on PDA: It is just not “Contact Management”, “Call Planning” etc. There are Features like Inventory/stock management, order reconciliation & tracking, Service Request Management, Real time analytics and “on demand” collaboration between field sales reps, service reps and customers. The new Mobile CRM needs to support much more functions and not just be a trimmed down version of the enterprise CRM system.
  2. Mobile CRM needs to be componentized: As organizations move away from the typical “arms race” in the sales function, where the sales volumes do not have linearity with the size of the sales force, and small groups of specialized sales force evolve; the need for CRM to accommodate the specific needs for these groups will increase exponentially. One solution fits all is not valid. What will work here is to have a bouquet of functionalities that can be made available depending on the end user need. End users pick and choose what he needs to be part of his Mobile CRM solution.
  3. Mobile CRM solution needs to be “On Demand”: The new age Mobile CRM solution needs to be available to the end user “On Demand”. Nearest parallel that one can draw is the “Blackberry Apps world” or” Ipad apps”. Organizations will maintain (can be a service provider) an application store and users can download needed application or components, use them and get rid of them from the mobile device after use.
  4. Mobile CRM solutions will drive the functionality: There was a time when the Mobile solution was a replica of the CRM solution with lot of restrictions w.r.t functionality and usability. Those days are gone. On Premise or Cloud Based CRM solutions will just provide robust backend and will not limit the Mobile CRM solution scope. The Mobile CRM solutions will have its own identity (the way functionality is achieved and enhanced usability features) and will integrate with the available CRM solution.

What do you think? Do you think that the Mobile CRM space is slowly transforming? Let me know your thoughts and comments.

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