Mobile CRM a Case Study

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Mobile CRM a Case Study

• Patrick Wilson
• (Professional Services Manager Resonate)
• 45 minutes of presentation
• CRM and Mobility in context
• Terms and trends in mobility
• The Case
• Mobility decisions
• Project management learnings
• 15 minutes discussion / questions

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Whats CRM and Mobile?

• CRM customer facing systems that support
  business interactions with those customers
• Mobile subset of the above but on a small
  from-factor device, usually disconnected and
  interacting with enterprise data
• .more than SFA..

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CRM and Mobile as a Strategy?

• CRM is a business strategy to maximise the value
  of customer relationships, as a means of
  maximising corporate performance
• CRM recognises that all customers or segments of
  customers are not equal
• .more than technology..

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Observations on Mobile Enablement

• The convergence of technology
• Devices
• Applications
• Telecommunications
• Business maturity
• The Blackberry phenomena

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Observations on Mobile Enablement

• IT managing the demands of a mobile or remote
  workforce
• Proliferation of Mobile Application providers
  especially compared to CRM Application
  consolidation
• Where are we on the Hype Cycle?
• What initiates a mobile enablement project?
• How many mobile projects stall at the pilot
  stage.. or later?

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TechRepublic Inc 2006
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TechRepublic Inc 2006
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TechRepublic Inc 2006
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The Case

• Fast Moving Consumer Goods (FMCG) in the beverage
  sector
• Distributor to both called on and non called
  on customers
• Very competitive environment where understanding
  customers (as well as consumers) and continual
  review of business processes, supported by
  technology, can provide an edge

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Technology Landscape
Sales PDA
CRM Knowledgebase
Customers
Products
Customer
Pricing
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Promotions
Competitors
Consumers
Complaints
Campaigns
History
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• Delivering on the vision
• Mobility Solution Decisions
• Project Management Basics

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Why Mobile?

• Business Case
• Sales efficiency effectiveness
• Leveraging CRM investment or other initiatives
• Maximising customer-facing time
• Point of differentiation
• Customer satisfaction

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• Mobile Solution Decisions
• Selection Basics
• The What - People, Process and Technology
• The How - Time, Cost, Functionality (Risk)
• User Environment
• What are the daily challenges?
• Data Segmentation
• How Much and How often
• How do I interact with it

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• Mobile Solution Decisions (cont.)
• Mobile Application Options
• Industry understanding
• CRM extensions vs specialist provider
• Agility or control
• Functionality and development
• Maintenance, deployment and support
• Robustness of supporting technology
• Integration
• Security
• Scaleability

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• Mobile Solution Decisions (cont.)
• Supporting the Journey
• Many moving parts
• People and process
• Remote devices and rapid changing technology
• Telecommunications Providers
• Bandwidth
• Coverage
• Cost
• The Mobile Device (!)

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So What Device Then???
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The Mobile Application Check List

• Business Case
• Selection Basics
• User Environment
• Data Segmentation
• Application Options
• Integration
• Security
• Scaleability
• Operations and Support
• Telco Service Providers
• The Mobile Device (!)

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• Mobile Project Management Basics
• Yes, it is a Project
• Business (Not IT) Driven
• Do we have processes?
• What is in it for me?
• Training is essential
• Data, Data, Data
• Operational ownership support
• Phasing

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Roadmap for Mobility

• In Summary
• Project management disciplines DO apply
• The effect of the consumer market
• Everyone is an expert
• Mobility projects are different .....seek
  help

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Sales Mobility for Competitive Advantage

• Questions .. Answers?