67% of CIOs and IT professionals believe mobility will impact their businesses as much as or more than the internet did in the 1990s. –Xcube Labs
The global enterprise mobility market will rake in $140 billion a year by 2020. – Visage Mobile
Compare the above two statistics and you can why it is important that large enterprises need to ensure the success of their mobile implementations.
Here are seven steps to ensure mobile CRM implementation success for your enterprise.
Step #1 Understand the purpose of implementation
Before undertaking a mobile CRM implementation, understand the nature of your mobile CRM usage. How is your platform going to be used by end users? Are they simply going to enter data, view contact details and schedule appointments? Or do they need extra facilities like 360 view, transaction history, contact profile background etc.
Step #2 Select the right platform (HTML5 or Mobile App)
Now that you have understood your purpose, use that information to select the right platform. Enterprises enjoy more chances of implementation success if they select the right platform to run and manage mobile CRM. The two top platforms in use today are HTML5 and Mobile apps. For simple needs like data capturing and storage, a mobile app will suffice. However, you should consider HTML5 if you are planning complex processes, layout and wide support to different OSs. Large companies just rush in developing mobile applications without taking proper requirement considerations and suffer the consequences at critical junctures. Selecting the right platform has myriad benefits like:
- Ensuring proper allocation of precious resources like servers, systems etc.
- Providing a metadata-driven architecture for increased relationship clarity.
- Enabling a company to create an ecosystem of easily deployable mobile solutions that is integrated with a system of records.
Experts suggest using checklist to bring down error instances and to ensure all scenarios are taken into consideration. Your enterprise checklist can include:
- Business Productivity
- Transaction Efficiency
- Business Insights
- Collaboration with third party API
- Workflow management
Step #4 Give maximum productivity in the shortest time
Now that you have selected the right platform, always remember that ‘speed’ is the keyword for mobility. Mobile users, especially belonging to large enterprises, are hard pressed for time and aim to complete a task in the shortest amount of time possible. Gone are the days when users used to sit for hours at a stretch in front of a desktop, now tasks can be completed anywhere with speed and accuracy.
One way in which you can improve the time and productivity ratio is by removing on superficial content in your platform. This means displaying information in a single window rather than 10 and maybe bringing down the number of data fields from 25 to 5. The whole aim should be to enable users with the relevant fields needed to complete that task.
Step #5 Ensure that you have a visible rollout in the market
Enterprises that still rely on outdated in-house software’s and apps (that takes up huge monetary and other resources) are doomed to fail. They are expensive to deploy, maintain and are slow to react to dynamic business situations.
Instead of building and perfecting an app, your focus should be to bring it as soon as possible for your users. It is okay even if it fulfills only their basic needs at the time of deployment. The benefit of such approach is manifold, such as:
- Reduces the app’s time to value ratio.
- Makes the customer/user the central focus for further development/updates, thus ensuring that they remain relevant.
- Get a better understanding of problem areas and workaround solutions.
Step #6 Focus on intuitive design
Users should be motivated enough to use your mobile CRM. This means that your platform should adhere to multiple device standards, be aesthetic and very simple to understand. You can even employ gamification principles. The key ingredients for a great design are:
- There should be no need for a user manual.
- They should be future ready
- They should function as promised
- They give the user exactly what they require to succeed in their task. Nothing more, nothing less.
- They are smart enough to know a user’s next best action.
Many a times, there is an understanding gap between mobile CRM platform design and its relevant IT requirements. When you are taking a requirement study, ensure that the IT department has a say in matters. Do not ignore their concerns about scalability, performance, compliance, business continuity,etc. Keeping IT in the loop will ensure a hassle free integration that will create a significant end user experience, which is vital in mobile CRM.
Follow the above seven steps to ensure a successful mobile CRM implementation for your enterprise.