Four Steps toward Building a Sustainable Mobile CRM Strategy

As recently as 18 months ago, few people could have guessed just how quickly the iPad would gain traction in the business environment. Such advancements in mobile technology have underscored the fact that there is no single device upon which companies can confidently base a mobile CRM strategy. But all hope isn’t lost. It is still possible to build a viable long-term mobile CRM strategy for field teams to use. Follow these four steps, and you’ll be on your way to crafting a feasible and future-proof mobile CRM strategy:

1. Cover Your Bases. Since devices can have short life-cycles, you might not always be able to replenish devices that fail or purchase additional hardware for a growing field force. At the same time, you never know which product will emerge as the leader in the device battle. Stay above the fray by relying on mobile CRM applications that function on all major platforms and devices.

2. Put Business Needs First. It’s easy to be swayed by shiny and slick features, but the focus should be on the needs of the business. Make sure the features and functionality of your mobile CRM system truly optimize performance in the field. For instance, the inability to do one’s job when network connectivity is unavailable has a negative impact on productivity, so a solution that offers the ability to work offline may be essential.

3. Make it Easy. Corporate and enterprise software has always been more challenging and less intuitive than software aimed at consumers. Change the paradigm by deploying an easy-to-use CRM application compatible with your existing back-end systems.

4. Lower the Expense. Historically, mobile CRM has come at a hefty price, but the new generation of smartphones and tablets greatly reduces those costs. At the same time, you’ll need to understand the full cost implications of any potential third-party service provider.

Although it’s impossible to predict the future, with a comprehensive and versatile CRM strategy in place, you won’t have to. By following the steps above, you can ensure your mobile CRM application will be adaptable for use on the range of mobile devices in use across your enterprise.