CRM going mobile

According to a recent survey from analyst firm Gartner, customer relationship management (CRM) spending is expected to increase in the coming years more than any other area of application software, EnterpriseApps Today reports.

According to a recent survey from analyst firm Gartner, customer relationship management (CRM) spending is expected to increase in the coming years more than any other area of application software, EnterpriseApps Today reports.

Specifically, deploying CRM on mobile devices is all the rage, as smartphones become more functional and tablets move into the mainstream.

For businesses looking to increase customer satisfaction and loyalty while on the move, mobile CRM can, for example, check realtime status of deals or customer interactions on social network devices, as well as create an email marketing campaign from outside the office.

"Buyers of CRM continue to focus on investments that promote customer retention and enhance the customer experience, and they are increasingly interested in technologies that encourage development of customer communities and social networks," said Hai Hong Swinehart, research analyst at Gartner.

When making updates to improve CRM from a mobile device, managers should be able to "drive a business process with improved speed and agility," notes Business2Community.

The news source cites an example of a salesperson checking their customers' status, only to find that they'll soon be overdue for a license renewal or product upgrade. Thanks to mobile CRM, they can now add those touch points into the next sale.