What do you need to consider when adopting a mobile CRM solution?
It’s important to recognize upfront that mobile CRM is more than just another CRM technology client. The mobile environment itself can be complex and unique requirements should be considered when extending CRM to mobile devices.
We recommend the following considerations:
The Creatio CRM product line, which includes Creatio Mobile app, supports users in the environments in which they find themselves, recognizing that today’s CRM environments are comprised of different client interfaces and requirements, both on and outside the network.
1. Deliver a rich, familiar user experience - Optimizing the CRM experience for mobile users require a rich, familiar smart phone CRM client that maintains the look and feel of the desktop CRM application, while functioning as a native device application, sharing the familiar controls and navigation of the device. This approach serves to both dramatically shorten the learning curve, as well as accelerate user adoption and productivity.
2. Support on-device and subscribed data retrieval - CRM information should be available locally on the device so users have immediate access to key information at all times, regardless of available mobile bandwidth. In addition to accessing local data, users should have the ability to remotely retrieve or “subscribe” to account and contact data sets, and corresponding updates as needed.
3. Embrace Customization –Organizations routinely customize their CRM solution to match the way their business works. Therefore, the mobile CRM application should be fully customizable to reflect relevant changes made to the core CRM application on the network, or tailored to respond to specific mobile user requirements over time. In some cases, this may be just a matter of modifying existing entities to better align mobile processes with customized internal ones, or it may involve optimizing the mobile experience itself by improving the way that data is collected in the field and presented to mobile users.
4. Closely examine security options – Security is clearly a key consideration especially as network-housed information will now be extended to and stored on mobile devices. For both data at-rest on the device and in-transit during synchronization, a secure channel needs to be provided. In addition, a valuable requirement for always-connected devices like the Android is “data kill”. This is particularly useful if the device is no longer in the organization (e.g., an employee is terminated or resigns) because the data can be deleted remotely without user intervention.
5. Allow for incremental update – Synchronizing large volumes of data over-the-air can be time consuming and costly, depending on data plans, so compressed, incremental updates are an important requirement for both CRM data and application updates. In addition to costs, user patience can be severely tested if they’re required to reinstall and synchronize full data sets with every customization upgrade or if downloading data takes an unacceptable period of time. Automated update deliver, often referred to as auto- or real-time synchronization, is also an important criterion which will make the experience more seamless for the mobile user.
6. Offer broad device support - While standardization on a specific hardware device or operating system is the goal in many IT initiative, it can be difficult to achieve in the mobile realm due to individual or departmental user device and data plan preferences. Even if the option to standardize is still open, another challenge is that different devices will appeal to different users based on their role (e.g. executives vs. field services vs. field sales), the device's navigation controls, the keyboard layout, or even the tech savvy factor. So, picking a single popular device to satisfy everyone is not always achievable.
As a result, a mobile CRM solution should offer broad support for today's leading mobile devices, including Apple, Android and Windows Mobile Smart Phones, and keep pace with supporting their respective operating system versions. Support of HTML5 is the current standard for mobile browsing.
7.Support single, mixed device infrastructure - Your mobile CRM platform should be capable of supporting a broad mix of Smart Phone operating systems and versions, both for data updating, but also in terms of flexible customizations. A centralized administration infrastructure allows IT to easily assign users to the appropriate device client required by their role and device preference. In addition, a single point of management means that the number of servers and applications requiring support can also be reduced.
These recommendations should form the baseline set of criteria when considering or evaluating a mobile CRM solution.
What are other mobile considerations specific to your business?
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