According to Gartner’s CRM Vendor Guide 2015, the CRM software market is projected to grow at a 14.7% compound annual growth rate (CAGR). SaaS- or cloud-based deployments represent more than 40% of all CRM deployments, and they appear set to reach 50% during 2016.
If your business has already come to this conclusion and is in the process of finding and adopting the right mobile CRM platform, consider the following, in order to maximize mobile CRM adoption and to guarantee you’ll feel the benefits fast.
Understand user needs - Talk to your sales reps, they’re the people who are going to use this tool and it needs to work for them rather than against them. They know how they interact with clients when they’re on the go and they know what features can help them make better use of their time. Look for a platform that emphasizes ease of use, a user-friendly one will almost guarantee sales reps will adopt it quickly.
Talk to clients - Before you make the change, you should examine clients’ unique needs to determine the information that must be available in the mobile CRM: critical information typically includes detailed product information (including pricing and inventory), prior orders, invoices, returns, outstanding debts, open customer service issues, . As it will take time to fully make the transfer, make sure the entire company, including management is on board to support all those involved in the process so this adoption period doesn’t hurt the clients as well as the company’s long term goals.
Take advantage of the mobile’s capabilities - Switching from desktop to mobile has its advantages. In the field, your mobile phone is already practically your office so make sure the mobile CRM incorporates features that are native to mobile devices and can synchronize with the company’s email, calendar and other useful apps. It’s also important to ensure the platform doesn't just transfer information that’s available on the desktop to the mobile device, but that it’s specifically modified for mobile. Offline mode is an essential requirement for mobile CRMs in the field so internet connectivity and speed never interfere with productivity.
Involve IT and choose the right technology - Make sure your B2B e-commerce platform will fit the needs of IT. Before choosing the right mobile CRM tool for your business, you need to understand the extent to which your company can technologically support the transition. Beyond functionality, consider the devices your sales teams will use. Will the company supply all sales reps the same tablet or smartphone, or will the company follow a BYOD approach? If different devices will be used then the mobile CRM app must be able to support different devices. Security of both client and company information must also be a primary concern when data goes mobile.
Maximize benefits - Define your project’s key success factors - for example, improvements in sales rep productivity, average order size, number of sales orders, improved margins, order accuracy - and continually measure your business performance against these KPIs. Adapt your mobile CRM implementation as required to meet your business goals.
While a mobile CRM tool isn’t a quick fix for increasing sales and productivity, when implemented correctly and the sales reps can see that it is providing real value, it will be adopted and can over time significantly increase sales.