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CRM

Mobile access to

CRM

databases

Mobile access to Customer Relationship Management databases is becoming increasingly popular. Mobile technologies such as UMTS, GPRS, EDGE, HSDPA and WLAN and devices such as smart phones, Pocket PCs or laptops are becoming common practice at a staggering pace.

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Mobile CRM

Mobile CRM is possible using online technologies or synchronization like:

• Mobile online technologies such as UMTS, GPRS, EDGE, HSDPA and WLAN
• Offline synchronization via a CRM Client using appliances such as Smart Phones, Pocket PCs and Laptops.

In the first variant users have direct online data access to customer data in the CRM system. In the second variant users have the opportunity, for example in the morning before leaving the home office, to synchronize via a VPN. A snap-shot of customer data will be available on the mobile device offline. This data can be retrieved and maintained. Also new records can be created. Back online, the data will be synchronized from the local database to the central database.

Provide a headstart using mobile CRM

The mobile access to CRM data is of vital importance to mobile workers like field sales employees, consultants and service engineers. These employees have access to customer information like company and contact information, leads, sales opportunities, quotations, orders, invoices, sales, products, price lists, terms and conditions, contact history, e-mails letters, faxes, phone calls and tasks.

Infrastructure, investments and costs of mobile CRM

The introduction of Mobile CRM may imply the purchase of new software and/or corresponding modules. Few CRM systems offer mobile functionality out-of-the-box. Mobile CRM functionality should preferably be considered during the selection phase already. Several investments are needed like online data access, network capabilities, Internet connection and VPN (Virtual Private Network). The actual investment are very company specific and will vary greatly depending on the used CRM system and the existing infrastructure.

Training is key in successful CRM projects

Training of staff in dealing with their new mobile devices and the new way of working is recommended.

Additional burden for IT support

The introduction of mobile CRM will inevitably lead to an additional need of IT support. The need for support depends on the number and heterogeneity of additional mobile devices and the competence of each user. Mobilization of existing devices, such as 3G and mobile cards to existing notebooks, tend to have a lower impact on support needed. An increase of security requirements however means increasing impact on support.

If mobile working is considered at an early stage of CRM software implementation, increase of productivity and employee satisfactions do measure up against the investments needed to enable mobile working.