Mobility is Taking CRM to the Next Level
While CRM has traditionally been used to synchronize customer interactions through sales, marketing and technical support by creating a single view of customer, it is now extending itself to mobile and social media CRM, to help empower all the customer-facing employees by providing real time information at their finger tips when they interact with current and potential customers. This is especially advantageous as with the availability of customers’ social media public profiles like LinkedIn, Facebook and Twitter, companies can gain a comprehensive understanding of their target audiences’ preference. This vastly improves the success rate of sales as the sales teams have instant real time access to contextual information and offer the right ‘proposition’ to the right person. On the back end, the sales team can also track the entire sales effort on-the-go with instant dash boards, order status, open leads, quarterly performance etc.
Mobility can be also be leveraged to improve customer experience inside the hotels and restaurants. If the sales associates in the stores are armed with smart devices, they can support customers with queries around additional product information and lead them to relevant products or discounts based on customer profiles. Similarly, empowered with smart mobile devices the hotel staff can point the customers to a variety of relevant deals, discounts and special offers in an instant.
FMCG sector is the biggest user of mobile CRM in India, where sales people and distributors of MNCs, small business and shop owners alike, are interacting and transacting with the customers through mobile devices. But this is not limited to sales and marketing. Mobile CRM is also extending into monitoring and tracking for safety purposes where traffic police are using the feature to gain instant information about vehicles and drivers real time. Taxi services too are using CRM, to track actual journey distance, generate paperless invoices and receive payment instantly at the end of a journey as well.
Advent of mobility in CRM has taken sales and customer service efforts to the next level.