CRM - October 2008 - (Page SF12)

12 October 2008 Sponsored Content REQUIREMENTS ARE DIFFERENT THAN A DESKTOP USER’S REQUIREMENTS. TECHNICALLY, PORTING MULTITUDES OF FEATURES AND LARGE VOLUMES OF CUSTOMER DATA PUTS UNDUE STRAIN ON PROCESSING POWER AND MEMORY. THREE BEST APPROACH HERE IS TO IDENTIFY TWO OR AVAILABLE FOR THE MOBILE USER CRM FUNCTIONS TO MAKE (E.G. START WITH LEADS AND ACCOUNT RECORDS ONLY ) AND PHASE IN MORE FEATURES OVER TIME. 3. “USERS RULE.” THE MOST COMMON CAUSE OF CRM FAILURE IS LACK OF USER ADOPTION AND THE SAME IS ABSOLUTELY TRUE FOR MOBILE CRM. A GOOD PROCESS FOR SECURING END USER SUPPORT IS TO GET THEM INVOLVED EARLY AND TRULY VALUE THEIR FEEDBACK. A GOOD WAY TO ACHIEVE THIS IS THROUGH A PILOT, INVOLVING A SUBSET OF USERS FOR A PERIOD OF AT LEAST ALLOW 30 DAYS. THIS WILL IT TO ASSESS DEPLOYMENT CHALLENGES AND ENABLE USERS TO PROVIDE FEEDBACK BASED ON ACTUAL USAGE IN THE FIELD AND IN FRONT OF BlackBerry to view a quick snapshot of your pipeline revenue. The user interface is completely customizable to display information most relevant to the user. You only see what you need to see. From a management perspective there is centralized administration enabling you to manage users, applications, and BlackBerry devices from a central console. To simplify processes further there is only one platform to learn. Develop and run mobile and desktop applications on a single ondemand platform. MOBILE CRM BEST PRACTICES CLEAR EARLY ON. BROWSER SOLUTIONS CUSTOMERS. MOBILE CRM WILL SUCCEED RELY ON EFFECTIVE WIRELESS CONNECTIVITY FOR THE SPEED AND QUALITY OF THE WHEN THE SYSTEM BECOMES AN INDISPENSABLE SALES TOOL RATHER THAN AN ADMINISTRATIVE BURDEN. MOBILE CRM EXPERIENCE. OUT OF COVERAGE SCENARIOS AND DATA RATE SPEED LIMITATIONS AT EACH NAVIGATION POINT IN A BROWSER APPLICATION COMPROMISE THE OVERALL EFFICACY OF A MOBILE APPLICATION. BEST PRACTICE IS CLEARLY THE DEPLOYMENT OF A CLIENT APPLICATION THAT OPERATES LOCALLY ON THE HANDHELD AND INTEGRATES TIGHTLY WITH OTHER NATIVE BLACKBERRY APPS LIKE EMAIL, PIM, GPS AND CALENDAR. THIS ENABLES A SNAPPY USER EXPERIENCE, A SUPERIOR USER INTERFACE, AND AN RIM’s been working in the Mobile CRM space since the early 2000s when browserbased solutions were the first made available. Since then, our customers have taught us a lot about what they need in a mobile solution and what are the best practices for a successful deployment. Here’s the top three: 1. “GO LOCAL”. WHILE HANDSET BROWSERS WERE A POPULAR FIRST GENERATION ATTEMPT TO EXTEND “ALWAYS ON” EXPERIENCE NO MATTER WHETHER THE USER IS IN COVERAGE OR NOT. 2. “BABY STEPS”. MOST FIRST GENERATION MOBILE CRM PROJECTS LANGUISHED DUE TO OVER AMBITIOUS DEPLOYMENTS THAT TRIED TO MIMIC THE DESKTOP USER EXPERIENCE. OF A ATTEMPTING TO EXTEND ALL CRM PACKAGE’S FUNCTIONALITY TO IT’S NOT A MOBILE DEVICE IS NOT PRACTICAL AND TECHNICALLY SUBOPTIMAL. PRACTICAL BECAUSE A MOBILE USER’S CRM TO MOBILE WORKERS, THE LIMITATIONS WERE QUITE

Table of Contents Feed for the Digital Edition of CRM - October 2008

CRM - October 2008 Contents Front Office Feedback Reality�Check Customer Centricity The Tipping Point Sprinting Toward Disaster? SAP�Retains Market-Share Lead in�CRM A�Week of Strong Customer�Service CRM�on Twitter Build a Good Event and They Will Come Required Reading There's No Place Like Home The New Breed of CRM�Consultant The Price is Right...You Hope How Much Marketing is Too�Much? The�Sweet Smell of High-Quality�Service The Next Act! For An Acquisition Some Stories Never Get Old CRM�Eases the Pressure For WIKA�Instruments Secret of My Success Re:Tooling Scouting Report Pint of View

CRM - October 2008

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