What is the direct impact of mobile crm on customer engemnt? Don’t quite see it yet
We don’t use mobile CRM in my organization, but I look forward to better economic times when we can. As the lead staff on CRM for my six-state division, here’s how I would want it to work.
Access Account Record In Real Time
First, it should, in some cases, have a direct impact on customer engagement. For example, if one of my staff is sitting down with a major account and that customer asks a question about the national scope, it would be great if the staffer could pull up the account on her smart phone or laptop and answer the question (appropriate security safeguards in effect, of course). I could see where this could be useful in complaint resolution as well.
Second, especially for less experienced staff, having the ability to review the account in real time just prior to the call in order to be on top of the most recent information can boost that staffer’s confidence. That last minute prep might allow further fine-tuning of the presentation.
Mobile CRM’s Greatest Impact
Where I think mobile CRM has its greatest impact is on the accuracy of data. Every sales rep would love to have days where they go from one sales call to the next, but the reality is, not every day is like that. In that down time between calls staff can use their mobile CRM application to update the information on that account where they just finished a call.
Entering the data sooner will contribute to greater accuracy and more detail. Without mobile CRM that staff may wait days to update the record which may result in a rushed attempt meaning possible inaccuracies and less detail. The big benefit to the staff is that by updating account information in between calls means less time devoted to the hated administrative tasks.
This, I believe, is the greatest benefit. Better accuracy and greater detail should impact the customer engagement in a positive way. That may not be “direct” as David asks, but it would work for me.
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