5 Reasons a CIO should Incorporate CRM with their Social and Mobile Strategy

The advent of social and mobile platforms has lead to drastic changes in the way businesses are run. Not only are companies marketing themselves on such platforms, they are also being used to support core business functions and facilitate cost-effective growth. In this regard, CIOs (Chief Information Officers) across the globe are taking to social and mobile strategies to expand their job profiles to a more revenue centric model. The Harvey Nash CIO Survey, 2012, points out that CIOs are becoming more interested in mobile strategies with 58% of them actively engaged in developing mobile applications.

In understanding the expectations that CIOs have from social and media strategies today, let us first understand the changing role of this business function in the current scenario.

Role of a CIO in revenue generation
By definition, a CIO or Chief Information Officer is one who manages the IT support of a company towards fulfilling organizational goals and in line with business processes. Traditionally, the main aim of a CIO has been to make business operations more cost-effective and efficient through use of information technology. To this end, they endeavor to bring about innovative IT solutions and setups for the business. Today, the role of CIO has seen a major shift from cost-cutting to revenue generation. As technologies are proliferating markets and become more important to businesses, CEOs expect their CIOs to not just cut costs with top-notch IT support but provide proactive IT solutions to bring in more revenue.

The link between CIOs and social/ mobile strategies
CIOs are responsible for technological innovations in the company. As social and mobile are technology based media, the role of a CIO in this context is to develop IT enabled services and applications for customers. For this, the CIO needs to understand customer needs and deliver on these through IT solutions which integrate customer needs as well as business goals. Hence, they have a two-fold expectation from social and mobile strategies – engage the customer and drive business growth. They have the combined knowledge of various channels as well as expertise for technical improvement to bring about higher customer satisfaction.

A CIO's expectations from social and mobile Strategies-

Cost-effective solutions
Within the traditional ambit of cost-cutting, CIOs have always sought inventive application of technology for facilitating business processes. On similar lines, CIOs expect social and mobile developments to stay within IT budgets while aligning perfectly with business goals.

Acquisition-centric strategies
As CIO roles become more revenue centric, their main aim is to develop mobile applications and social media strategies which boost growth and increase sales. Hence, they would expect these strategies to not just be centered on retention and customer service but also have a keen focus on acquisition. In doing so, CIOs look for deeper customer understanding to create technological solutions that can reach more consumers within the target market.

Internal benefits through technology
One of the main aims of CIOs is to create a connection through technology between their customers and the employees. Thus, they expect social and mobile strategies to have an internal application within the organization for improving productivity and team work. For example, mobile applications that enhance employees’ day-to-day tasks or social media platforms which offer them a chance to connect with other employees.

Online Business Processes
With the aim of eliminating costs, CIOs also look towards social and media strategies to drive down costs by taking business processes online. Many core business functions can be further enabled or completely carried out through social or mobile platforms.

Pinpointing customer needs
With the aim of revenue generation, CIOs are now tapping on customer insights to build social and mobile solutions that fit customer requirements. For example, mobile applications to place orders or social pages where one may surf and buy products. Such solutions are more likely to be adopted by the target, hence increasing sales and brand loyalty. In this respect, the Cloud CRM Software plays a crucial role.
Building successful strategies with a CRM solution
CRM software solutions can provide various benefits in relation to a CIO's point of view, the 5 most critical ones are-
  1. An effective Cloud CRM solution can provide the customer insights required to build customer-centric IT solutions.  
  2. It is essential that these platforms be developed in complete alignment with customer requirements and needs. A Cloud CRM Software can offer the rich customer data needed by CIOs to build customer friendly mobile applications and social strategies. 
  3. With CRM, a business can build mobile applications for employees that provide real-time customer data which is especially useful for customer care agents or sales personnel. 
  4. CRM can help identify potential customers which are then targeted through the specific social and mobile platforms which are most likely to reach them. 
  5. CRM can offer information about which platforms are most viable and which are most cost-effective using analytics to understand the customer base.
By integrating a business’ social and mobile strategies with the overall CRM strategy, one can create dynamic IT solutions which seamlessly integrate across various business functions. It is important for these strategies to align with overall business goals while being cost-effective. Technology's unique dominion will facilitate reaching a variety of people simultaneously, it is this power which helps CIOs develop solutions which offer rich customer experience across social and mobile media, while keeping their progress intact with business goals.

To know more about Cloud CRM Software, visit: www.crmnext.com

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