A guide to mobile CRM applications

Last updated:November 2013

Editor's note

Life is busier than ever before, and it is important for people on the go to remain connected and able to multitask. Consumers don't want to be tied up on the phone with a customer service agent when there is so much to be done, and organizations are responding with mobile CRM applications. Approximately 56% of American adults use smartphones, so it's no wonder the demand for mobile CRM applications has increased.

But how much is too much? As a consumer, being connected 24/7 is convenient, but as an employee … not so much. Many workers now feel tethered to the office and that their workdays never really end, posing a real challenge to work-life balance.

This guide examines the opportunities that come with mobile CRM applications, addresses work-life balance issues and provides several case studies that relate the successes and challenges organizations have had with mobile CRM.

1Mobile CRM applications trends

The popularity of smartphones and tablets has required the advancement of mobile CRM to include applications a consumer can use to contact customer service in lieu of a phone call. Mobile CRM apps allow a customer to conduct business at the touch of a screen, and if they require more assistance, a customer service representative can take over with the necessary information already at hand. Learn how designing an app is not as easy as it seems, and why an app should not just serve as a smaller version of a website.

2Mobile CRM in action

Mobile CRM is now being used by high-profile organizations in various areas of business, and this section profiles four of them: The Boston Red Sox, Krispy Kreme, Emirate Airlines and clothing retailer Harry Rosen. Learn how each organization uses mobile CRM to create more personal interactions with their customers and the positive impact it has on sales, patronage and customer loyalty.