5 Reasons Why Using Mobile CRM Improves Sales Performance

There are more than 900 million mobile connections within the country (India), with around 8 million subscribers being added on a monthly basis. This exponential usage of mobiles combined with the increasing popularity of smartphones and tablets–which is not only being witnessed in the urban areas, but also in the rural pockets of the country–have significant ramifications for CRM solutions. A Gartner report states that by the year 2020, the mobile device will be the medium through which nearly 50% of all web-based customer service interactions will take place. Whether it is for the purpose of marketing, customer service or price competition, mobile devices are quickly becoming the key to communicate with customers, and simply cannot be ignored.

5 reasons to make your CRM mobile:
Customer 360 degree view on the go

1. Increasing the efficiency of the sales force
This, for a business, is a crucial function of a mobile CRM solution. Once the sales person is out of office, a mobile CRM ensures that he not only receives important updates in information, but is also able to access and change customer details within the system as and when required. Latest information will also enable him to close a sale efficiently and confidently. Until recently, leads generated by applications were available only to sales people who were in office and were able to access the company network. But, with mobile CRM coming into the picture, leads are integrated with the sales forces’ devices, eliminating the need for physical presence in their offices in order to grab a sales opportunity. Mobile CRM for sales is also equipping sales teams that face customers to provide competitive prices on the basis of buying history and the current market scenario.

2. Improving customer engagement and satisfaction
A classic example of this is what Amazon and eBay have done with their mobile applications, both the organizations allow customers to look up and compare products through their camera devices. This has led to a concept called ‘showrooming’, wherein customers look up and examine products in stores, but buy them from the web through their mobile devices. Keeping in mind that consumers might often shop online using their mobile phones when they are short of time or killing time at an airport lounge or mile long traffic jam, web interfaces for mobile users should be easy and quick to navigate with options to compare similar products and provide a secure payment portal.

In addition to this, mobile CRM allows sales people to enhance customer experience. For instance, a sales person can instantly access customer details and his own schedule on his mobile device, and confirm a follow up meeting, eliminating constant back and forth in communication with a customer. Customer service professionals can also utilize their devices to provide better, faster and more efficient service, making a positive impact with new and existing customers every time.

3. Enabling real time information and collaborations
An effective mobile CRM solution unlocks real time information and makes it available to everyone within the organization simultaneously. This ensures that all team members are on the same page, and can utilize the information to their advantage instantly. If a salesperson is on tour and requires real time information while facing a customer, they can easily access these details through a mobile CRM solution.

4. Increasing business opportunities
Smartphone devices are increasingly allowing a majority of customers access to the web, this provides businesses ample opportunities to increase business and touch base with their target audiences. Organizations can not only initiate a marketing strategy to target these customers through specialized campaigns and lead capture forms. Rules can be customized to assign new leads based on their location and product to the most appropriate members on the sales team who will be updated immediately and can access the record to start the follow up process through their mobile CRM.

5. Boosting organizational efficiency
Simply by integrating information, making it available to everyone at all times, and enabling employees to utilize it to their advantage, a mobile CRM boosts employee productivity, and in turn, overall organizational efficiency. It also cuts time spent in administration and management of information, as real time information can be added or edited instantly via a mobile device by the relevant user. Unproductive hours can also be cut down because of consistency in information, enforced through validations, deduplication and merge rules.

Smartphones are fast becoming the new hub for promoting businesses and increasing profitability. If your sales team is not using mobile CRM, you are losing out a valuable source for effective collaborative team efforts and quicker lead conversions. Mobile phones should be part of any organization's long term strategy to avoid customer churn through access to instant updates and quick allocation of activities to other CRM software users regardless of location or time zone.