Success factors in the adoption of mobile CRM by your workforce


The use of mobile devices such as smartphones and tablets is growing rapidly. People use them for private purposes and for completing business tasks, making mobile devices multi-purpose. The possibility to be always online, blurs the boundaries between "professional use" and "personal use".

Businesses have several possibilities to engage people in entirely new ways using mobile marketing. However, it's crucial to understand they first have to get the basics right, making their existing channels and interaction programs, such as websites and email marketing, accessible for mobile users.

Along with the rapid adoption of mobile devices, several business applications get mobile versions to enable access to professional data and tools, when and where they are needed most and at any given time. Of such business applications, Customer Relationship Management solutions are often mentioned in a mobile context. Mobile CRM is indeed a hot topic, for several reasons.

The key success factors in the adoption and optimal use of mobile CRM are very simple

  • The perceived advantages mobile CRM offer to the users (the workforce). These advantages should be clear and help users fulfil their tasks, using mobile CRM. They also should be well explained so the users get the full picture of what they can achieve.
  • Ease of use. Mobile devices have smaller screens but most of all they offer another user experience, that is further defined by the type of device, operating system, application, etc. If your mobile CRM application is hard to use and doesn't correspond with the ease of use that is required in a mobile context, it simply will be underused or not used at all.

Obviously, you can also ask yourself if you need mobile CRM at all. Is it a 'nice to have' application? Is it useful? Or is it a new way of doing business?

To answer that, just consider these facts.

Reasons to adopt mobile CRM

The mobile workforce wants to be connected. As explained above, not only "consumers" are adopting mobile devices. We are all consumers and at the same time workers or "professionals". The mobile workforce is growing very fast, especially among the younger generations that are extremely digital savvy. Your sales people and other workers want to be mobile, connected and always on. Mobile devices are at the very centre of this.

Real-time access to customer data, documents or product information is crucial for every customer-centric business. In a multichannel world with several touch points, also offline, and real-time information needs, time has become a critical factor. It is so regarding the way we spend our time and regarding the right access to the right information on the right moment. With mobile CRM, you can access customer data or other information whenever you want or need to: when traveling, just before a customer meeting, during an event, etc. This improves productivity and responds to the new ways of working whereby work is not a place but an activity.

Lead generation opportunities and possibilities to update customer or customer interaction data are everywhere, in every single touch point. By offering your employees the possibility to do just that, they can easily update their visit reports or add new findings, thus not only increasing their efficiency but also making the customer (interaction) data of your business as a whole more up-to-date and valuable.

Mobile CRM leads to a higher and better adoption of CRM. Several surveys and real-life experience show that an easy-to-use and valuable mobile CRM application drives the use of CRM overall. Aberdeen Research, for instance, conducted a survey that clearly showed sales reps and other workers would use the CRM system more and better if they could access it in a mobile way. Research by CSO Insights, showed 64% of sales people reach their goals against 58% when no mobile CRM is used. Higher productivity and better results through more accessible data and better prepared customer interactions are probably among the best reasons for employees who have direct contact with customers and get rewarded for them.

The multidimensional opportunities of mobile: combining social, location and CRM. Social CRM is mainly a way of involving communities in CRM processes. However, very often it is reduced to the ability to check the social network profiles of customers and prospects. Social networking ranks high on the lists of top mobile activities. Another popular mobile application is finding location-based information. Using social data and location applications, mobile workers can use mobile CRM to check out more about their customers than what the CRM application offers, if these features are integrated in one environment. It provides them with more information to prepare customer visits and new insights into the profile of customers and prospects on the spot. 

Learn more about Selligent CRM and Selligent's mobile CRM offering by contacting us here for a demo or more information.