Mobile CRM: Are We There Yet?

Getting the mobile channel to where enabling CRM through accessing applications or web sites a.k.a. mobile CRM is as seamless from desktops is akin to taking young children on a long ride who then inevitably ask: “are we there yet?” The answers will depend to some extent on the nature of the journey being taken. If the trip is for work, such for field sales staff and support reps, the destination is in sight.

CRM suppliers have been releasing new editions that have been customized to fit hot multichannel smartphones. FrontRange Solutions’ GoldMine Mobile 3.0 supports the BlackBerry platform, is integrated with its e-mail and phone mechanisms, has offline access to data, and has been designed to utilize the popular device’s navigation and security management.

There are also tools such as OpenSpan that can mobile-enable legacy CRM solutions like Clarify. Their functionality can be accessed by simple web applications on devices.

Maximizer Software recently launched a mobile CRM brand to strengthen its market presence. Angie Hirata, director of worldwide marketing and business development, says that workforces are now enjoying robust CRM functionality directly on their smartphones. These include opportunity and account management, client e-mail, call logging and mapping.

“The days with a field sales rep or technician having to go back to the office to get on the desktop for updates and additional information, are over,” says Hirata.

If the travel is for everyday business, such as banking, buying products, and obtaining service via the Internet or accessing data-rich content like videos, i.e. mobile commerce or “m-commerce” then there is a little more ways to go.

Emmett Higdon is a senior analyst at Forrester Research who wrote a recently published report on financial services e-commerce. He identified a lack of commerce and-CRM-enabling mobile applications such as user authentication, payment methods for banking, or tools that leverage…