Weathering the Storm

In reference to my last post I l examined the notion of companies adopting mobile CRM technologies to enable better efficiency and a competitive edge. In today, post I would like to continue on with that thought but take it further in terms of how such a stance towards mobile CRM can be a potential boon for companies looking to remain fiscally vibrant in a worsening economic climate.

Sales forces should have instant access to critical information which enables transactions while technicians should be able to check inventories instantly in order to source replacement parts. Mobile CRM software applications enable this and add to increased efficiency, productivity and ultimately customer satisfaction. It is this last notion which counts for so much these days considering the financial woes of many industrialized countries including Japan. Smart companies understand that the costs associated with sourcing new clients far outweigh what it costs to actively keep the existing base happy. Engaging in pure customer retention and after-marketing practices which purely aim to satisfy current customers, is one way companies can surely combat these external economic conditions. This is where CRM systems can really prop up companies and allow them to not only ride out these rough times but actually take steps towards enhancing their overall market positioning.

Large and small companies ought to be engaged in this constant game of finding ways to increase efficiency. The problem at times however, and what hinders mobile CRM uptake appears to be that some of the costs and inefficiencies do not directly show up on company income statements in terms of fixed expenses. Without some fairly deep introspection it is difficult to pinpoint where and how costs can be reduced by the successful implementation of software applications. I can assure you though, there are costs for not aligning with the times and they show up in terms of lowered productivity of workers or inefficient use of resources, meaning lost revenue which ultimately hinders profits.

Through the application of high-tech-analytics capabilities, collaborative platforms and automated processes, mobile CRM applications are well armed to attack company or departmental inefficiencies. By gathering information from multiple data sources and storing it in a centralized location, a hosted CRM solution provides a holistic view of a customer in real time. From this insight, a company’s management, sales and service people can better generate leads, target top customers, manage marketing campaigns, drive sales and in due course boost customer satisfaction.

As many companies are faced with the reality of having to batter down the hatches for the foreseeable future, it is my humble opinion that companies here in Japan and worldwide ought to really look into mobile CRM as one of their main defenses to this storm of uncertainty.

Canadian Chris