Why Read This
Business process pros that support customer-facing employees agree: The primary value of mobile customer relationship management (CRM) is the ability to access and update business-critical information while employees are on the move. But three corporate constituencies — IT executives, business decision-makers, and employees — each have specific and sometimes conflicting goals and requirements driving their mobile device and application initiatives. Based on interviews with 25 business and IT professionals, CRM solution vendors, and professional services organizations, this report defines five key mobile CRM best-practice strategies and describes more than 50 tactics to make them stick. The most critical? Understand users' roles, information needs, and daily tasks and then pinpoint the use cases where mobility solutions can drive practical business value. Use the self-diagnostic tool to identify your best opportunities for success and foresee the pitfalls to avoid.