The mass migration of internet users from desktop to mobile devices means people now expect real-time information to be available from anywhere.

In fact, the proportion of global internet traffic coming from mobile devices grew from 0.7% in 2009 to 52.99% in 2017, and the numbers continue to grow.

CRM needs to be able to match this growth.

A mobile CRM allows users to access important business data no matter where they are. In a sense, it allows them run their business on the go.

Office employees are no longer “tied” to their desks; they’re working on the go. Sales team members travel between offices and location to meet with prospects. Field agents need access to schedules and work orders even when they’re not in the office.

Even jobs that just five years ago would require an employee’s presence in the office are made more productive when they are given the option to access their work remotely. Research has shown that companies gain an extra 240 hours of work annually from employees using mobile devices for work-related purposes.

This is because mobile smart devices allow users the freedom to work from wherever suits them best.

Even if they aren’t in the same building, or even the same country, departments across your entire organization get to access the same data, irrespective of compatibility issues related to platforms, promoting a more collaborative work environment.

 
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Beyond the obvious benefits of allowing employees to more flexibility in their work environment, customers also benefit from having mobile CRM availability for your organization.

A mobile CRM app can help ensure that your customers are getting the best service available at all times. Employees have access to real-time updates and vital information, meaning they are fully equipped to provide clients with the reliable information they need, at speed.

Even those who are not working directly with clients can use mobile CRM to manage schedules, perform data analysis, generate reports, and organize important files all in one secure location.

With mobile CRM software, mobile devices such as tablets and smartphones can deliver all the classic functionality of a system hosted on a laptop or desktop computer, but with the added benefits of on-the-go access via cloud computing. In effect, users should be able to run their business from their phone.

Mobile CRM has many benefits for remote workers when they're away from their desk enabling them to:

  1. Plan using calendar integration
  2. Dial into meetings with click-to-call
  3. Access and update leads, contacts and opportunities
  4. Open and share files
  5. Access dashboards on the go
  6. Track, manage, and respond to customer service cases
  7. Access to up-to-date data at all times

Automatic updates mean that every salesperson has the benefit of complete CRM data, analytics and customer-facing material at their fingertips, on any device – meaning no one is left out of the loop and sales team members can move forward with their prospects with confidence.

The best CRMs will also be equipped with extensive security features built in, like multi-factor authentication and VPN requirements. Security updates and new features within the mobile CRM app automatically update without users having to manually re-download or upgrade.

 
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A CRM can also help CIOs implement an effective mobile strategy.

Sales need access to dashboards, logs, opportunities and client-facing content, for example, but the business also needs a customer-facing branded smartphone app.

To maximise the impact, it all needs to connect to a CRM in the backend.

Mobile uptake may be driving the need for several such projects at once in a business, which means a lot of development, in areas where IT staff may not have established skills.

But with the right platform, the potential for customised mobile apps can extend beyond traditional devices to self-reporting by smart, internet-enabled components.

An investment in a mobile-capable CRM platform can pay dividends throughout an organisation – far beyond the traditional functions of CRM. As mobile reach and usage continues to boom, customers are everywhere - in sales, marketing, customer service and IT.
What then is the business case for mobile CRM?

  • Sales teams benefit from efficiency savings, reduced admin overheads and anytime, any-device availability of shared data from the cloud.
  • Marketing teams can talk to customers in completely new ways, creating personalised experiences and tracking social media activity with familiar, easy-to-use tools.
  • Customer service teams can pick up cases more quickly, track them across channels and resolve them using the knowledge of the whole organisation.
  • IT teams gains a whole development platform for mobile apps, with built-in integration to a back-end CRM system
 
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