Mobile CRM is changing the way salespeople manage leads, opportunities and customers. Smartphones, tablets and mobile apps are making CRM accessible anytime, anywhere resulting in enhanced customer relationships and more business opportunities.
Today having an advanced and feature rich CRM software is not enough if you don’t have a mobile CRM app. A CRM system today is more likely to succeed if it takes into consideration the processes, systems and the working style of the organization as a whole. Similarly, it is more likely to be successful if it also incorporates a mobile strategy to empower the salespeople better.
But is mobile readiness really as critical an element as it is made out to be?
Let’s have a look at some of the research that have been done in this regard and let the numbers speak.
- According to a Forrester Research Survey of more than 1000 European organizations, mobile CRM leads to 74% increase in customer satisfaction and 84% increase in sales and employee productivity.
- 82% of the people using mobile CRM say that being able to access their system on mobile or tablet greatly or moderately improves the quality of their CRM data.
- Salespeople using their CRM on both tablet and mobile realize more benefits like increased efficiency, better decision-making, better follow-ups, higher end-user adoption, etc than those that use either mobile or tablet.
- Sales content management (37%) is the most used feature of the CRM, even ahead of adding or reviewing contact information (31%).
- The top 3 requirements from a mobile enabled CRM include “seamless data synchronization across all devices”, an easy-to-use native mobile application for the CRM system and offline access.
- 64% salespeople cited the primary purpose of their mobile usage as being able to manage existing customers better through improved customer service and nurturing loyalty.
- 77% respondents considered mobile CRM an important component of their marketing toolkit because mobility allowed them to give a seamless experience to their customers across multiple devices and helped in uplifting digital marketing campaigns.
- 97% respondents considered it extremely or moderately important to update their CRM system with mobile data.
- 91% respondents agreed that their mobile campaigns would be more successful if the customer data from their CRM system could be used to inform mobile campaigns.
- 53% respondents considered technical limitations as the biggest roadblock in integrating customer data from CRM systems to enhance mobile campaigns.
Software Advice conducted a survey of 1940 salespeople who use mobile CRM to understand the benefits of mobile CRM and here’s what they found:
A 2015 study commissioned by FollowAnalytics, revealed the role of mobile in managing the lifetime value of the customer. Some of the key findings include:
As the above data clearly point out, there is an undoubted business benefit of mobile CRM and one of the major hurdles in mobile CRM adoption and integration is the lack of technical prowess. But mobile CRM apps are becoming more and more adept at seamless integration with the enterprise CRM suite and that’s a clear indication of how the future is going to be.