Mobile CRM
If you thought that you had Customer Relationship Management covered, you may want to think again. Conventionally defined as the strategy to develop, maintain and optimally use customer (and supplier) relationships, CRM has long been and still is associated with the traditional contact channels. Outbound and inbound contacts take place via print, online media such as web and email, and phone, and intelligence is gathered from the moment of interactions. The mobile however, for the moment just a ripple in the waters of CRM, is set to become a catalyst for changing the way we look at relationship management.
Every advance in communications technology has led to a change in how enterprises manage relationships. Voice response, automatic call distribution and recently Voice over IP enabled customer support and phone sales through large contact centres with hundreds or thousands of agents. Distance being of less importance, many centres are today located in countries like India and make use of highly-educated and well-trained local staff, at a cost level that is far lower than what is possible in Europe or North America. The web has further virtualised the world. Customers interact with their suppliers through websites and email, neither knowing nor caring where and by whom their request is handled, but expecting that it will be done in the most accurate way and respecting their existing relationship with the company.