Mobile CRM is basically the same old CRM except that you can execute CRM functions and access data while on the move. To state further, mobile CRM enables better communication between employees behind the desk and those in the field. Field operatives can view contacts, customer information, reports, and forecasting data and thus take appropriate decisions. They can also accept work assignments and keep the executives in the support office up-to-date with the latest data.

Deploying a mobile CRM is a strategic decision that you need to take if you feel that your mobile staff can make use of it to deliver their revenue targets and deliver better customer service. Being connected to remote CRM databases while on field duty means faster and smoother resolution to customer issues as well as a better chance of selling a service or a product to a prospect.

The information flow is two-way. Salespersons can access databases and at the same time the information that they captured is relayed back to the central database which gets updated and stays current. Mobile CRM is web-based and with its browser-based interface it can be run on a number of devices such as PDAs, pocket PCs, mobile phones, etc as well as different operating platforms.

Sales productivity is one of the key business aspects that experiences a positive impact when mobile CRM is deployed. Simply put, field personnel can execute routine reporting activities faster and make use of the time thus gained to focus on the requirements of the high-profile customers. Mobile CRM helps dissolve the layers between sales reps and their managers in the HQ. Bi-directional flow of information boosts sales force productivity and empowers the field executives to take independent decisions by virtue of access to crucial customer information.

Companies that have deployed mobile CRM report a reduction in paperwork and redundant data entries; however there are issues that are preventing mobile CRM from truly taking off. Broadband is still not ubiquitous although Wifi, WiMax, and VoWLAN are helping to overcome the connectivity problem. Another challenge is getting employees to successfully navigating the learning curve associated with any new technology. Security is another issue. Data encryption, strong passwords, placing the mobile CRM server on separate virtual LANs, etc are some of the things that need to be done to ensure data protection; however these should not come at the cost of productivity or speed of execution of an activity.

So if you intend to deploy mobile CRM, look for a solution that

1. Allows you to work offline as well as online

2. Can run on multiple platforms and is not device-dependent

3. Short learning cycle, ease of use and intuitive navigation

4. Uncluttered and sieved data, access only that which is relevant

5. Upgrades are easy

6. Integrates with existing CRM databases and legacy devices

Piyush Bakshi is a full-time content provider working with Gate58 which owns http://www.vendordemo.com