From expectations to implementation

In a time when everyone’s online, whenever and wherever it suits them, mobile CRM is something you really can’t go without. But before proceeding to implementation, it’s a good idea to examine what you expect from mobile CRM. The following 5 steps will help.

Mobile CRM has many advantages. Your organization is now convinced of that. Now the moment has come to develop a strategy and a plan of action, with due consideration for all expectations, wishes, requirements and possibilities. This will result in better adoption of mobile CRM, increasing the system’s ROI.

Determine the user groups

A plan of action begins with the identification of the various employees and roles whose work will involve the mobile CRM system. CRM impacts every part of the organization, not just the sales manager. Naturally, the back office, customer services, marketing, IT, technical support and management will all want to be plugged in to it. When it comes to mobile CRM, they’ve all got different desires and expectations. What information and support do the various departments require? And with what information derived from mobile CRM is the customer relationship best served? It’s important to explore these issues.

Set objectives

Once all roles related to mobile CRM have been identified, relevant objectives can be formulated. These objectives could vary by role. It’s good to take a top-down approach, because every objective is always derived from the overall business objective. For example, people at the top might want the use of mobile CRM to contribute to business objectives like increased productivity and/or greater turnover. Managers want control over processes and results, and are more focused on department-specific targets. Employees have a greater tendency to consider issues like ‘how does mobile CRM facilitate my work, how does it lighten my load, how can I work more efficiently?’.

Mobile CRM strategy

The identification of user groups, their expectations and the objectives they want to accomplish using mobile CRM together form the basis for the mobile CRM strategy. They clarify what mobile CRM has to contribute to, and that’s important for the technological basis of the system.

Technological basis

Which structure best fits our processes, how user-friendly is the mobile CRM system, which features are important, and how secure is it? These are all matters to take into account and come to the right decisions. After all, you want the system that best matches the way employees will use it. During this phase, the IT department will definitely have an important contribution to make.

Develop the implementation plan

When the choice has been made, all that remains is the implementation plan. Put together a team consisting of more people than just IT colleagues. Prepare a schedule and divide tasks and responsibilities. Start deploying mobile CRM in a pilot or test phase. This will enable you to test whether everything that was thought up on paper really works out in practice. Once the team feels that the mobile CRM implementation is functioning properly, training of the rest of the staff can commence, after which the roll-out will take place.