ON-DEMAND MOBILE CRM APPLICATIONS FOR SOCIAL MARKETING Business and Technology Perspective

摘要

Solutions for Customer Relationship Management (CRM) tend to evolve from the traditional passive recording of transactions between the Company and the Customer to agile optimized strategies for interaction and cooperation with the Customer. Despite considerable industry and research interest to the new "social" CRM 2.0, the gap between the vision and the reality is still quite large. Use of handheld devices deserves special attention in this respect. Although it can boost sales, customer satisfaction and customer loyalty, the amount of research work and the number of mobile applications in this area is low. In this paper, we focus on design and implementation of mobile social CRM solutions, which make extensive use of collaboration technologies. By means of simple business use-case scenarios, we argue that good understanding of business objectives, business processes, and technology issues, together, is crucial for development of compelling social CRM applications.