So what are we talking about when we talk about mobile CRM applications? What kind of functionality is considered endemic? Is there a difference between,say,a mobile sales application and mobile personal information management? What should you be looking for?
Let me be unequivocal. Mobile versions of ACT! are not mobile CRM applications,nor is any mobile contact management,because none of their full-sized versions are CRM either. That’s not to denigrate any of them. They are good for what they do.
That said,let me describe the features and functions of a mobile CRM application. I’ll start with the current version of mobile SalesLogix for the BlackBerry. This is both a representative mobile CRM application and a well-constructed one.
Note what isn’t in this application that you will see in the mainline versions: pipeline management. Mobile CRM is aimed squarely at the user—the salesperson or field service technician—not their management. However,because of synchronization and over-the-air data updates,management will be dancing in the aisles with joy,
given the ROI that mobile CRM provides.
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Customer Relationship Management Tutorial
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