With the rapid adoption of mobile devices, more and more employees are getting out of the office and doing their jobs on the go. Mobile technology has enabled office-bound employees to transfer many of the same tasks they once completed on their desktops to mobile devices.
Mobile CRM solutions have emerged as one of the technologies that enable employees to work efficiently without the need for a desktop computer. Employees that are traditionally remote, i.e. field service technicians and sales professionals, can now be more efficient as mobile CRM essentially enables them to perform core CRM functions, such as accessing, documenting and interacting with customer data directly on a mobile device. This convenience provides employees a simple way to adhere to processes that ultimately improve sales productivity. Additionally, mobile CRMs can help sales reps meet their sales quotas as they can access, update and interact with sales data wherever they are.
Prior to Implementing a Mobile CRM
When looking to implement a mobile CRM solution, there are a few items to consider before selecting and going live with a system.
- User Adoption. Companies should consider user adoption prior to implementing a mobile CRM. If the user interface of the mobile CRM solution is difficult to navigate or doesn’t have a similar look and feel to the desktop version employees are used to, user adoption may fall off. Prior to implementing a tool, companies should devise a management plan that includes in-house training on how to use the app to ensure employees are familiar with the way the new system will work and understand the benefits.
- Mobile Devices Employees are Using. Device screen size and storage capabilities can impact the end-user experience. It’s imperative to ensure that the devices employees are using correspond with the way the CRM performs. To avoid device errors, companies may want to consider providing the device itself to its salesforce. People enjoy getting things for free and companies will likely see higher adoption rates if they provide a device with the application installed on it to the sales team.
- Mobile App Usability. View the mobile CRM interface and get a feel for how the solution appears on a mobile device. Test its functionality for day to day activities that employees will be performing, such as sending emails, scheduling meetings and updating contact information.
- Security. As with anything, security is something that cannot be underestimated. Most mobile CRM solutions offer a variety of security options including limiting access to specific data, log-in and server authentication requirements. Discussing how a mobile CRM vendor addresses security issues is a key step in the implementation process.
With the average smart phone usage continuing to grow year over year – the average smartphone usage grew 50 percent in 2013 (Cisco® Visual Networking Index) – Mobile CRM should no longer be considered an idea but rather a necessity. Collecting customer and prospect data through a variety of channels and being able to access the information from anywhere at any time has become the norm, and is something your business should consider.