The Importance of Mobility and Embedded Technology for Social CRM

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

Mobile technologies speed up the rate at which people do just about everything. This is an important element to consider for your Social CRM. From a single handheld device, you can search the Internet, fire off an e-mail, engage via text messaging, play games, pay bills, and access a huge number of applications.

Social CRM technologies that incorporate mobility factors have a huge opportunity to increase customer interactions and accelerate customer service and transaction opportunities.

Bricks-and-mortar retail shops can take advantage of the power of mobile technologies, too. Consider the following possibilities:

  • Tablets can enable customers to enter their own profile details onsite.

  • Mobile attachments enable you to swipe credit cards. Instead of leaving customers waiting in line with time to reconsider their purchase decision, meet them at the point where they made the decision to buy.

  • Inventory tracking can also benefit from mobile devices within the store, providing real-time data on inventory.

  • Mobile devices also allow you to quickly communicate with your team to keep everyone informed of sales and promotions, or update stock of any items.

Empower employees to develop deeper customer relationships by providing mobile devices that fit with social CRM solutions. When employees have down time in the store, they can reach out to past customers with new product information, service information, and current promotions. You’ll end up with more effective employees who are engaged the whole time they’re on the clock.

Many CRM solutions today are web based, which makes it easy for employees to update the system from anywhere the Internet is accessible, often using mobile devices. For instance Siebel, an Oracle CRM solution, provides mobile access to its users. The mobile version has the same capabilities and functionality as the desktop version.

A social media plan or strategy that doesn’t take into account customer use of mobile devices is missing a big piece of the social picture. Anyone with a smartphone can accomplish just about anything on his device that he could on a computer, especially when it comes to social media.

Mobile device users can send e-mail; upload photos; and engage on Facebook, Twitter, Pinterest, and LinkedIn. The list of mobile applications that connect users goes on and on, and it’s growing every day.

Keep in mind that businesses must remain agile and in tune with how people connect online, especially with their mobile devices. The building of a new social data set is extremely important to the future of social CRM and requires careful consideration of mobile trends.