Unleashing the Power

In today’s post I thought I would explore a side which we have yet to fully delve into here at Mobile CRM Japan. That is the use of mobile based CRM systems for the sole intent of adding both versatility and potency to one’s workforce. What I mean by this, is that if your company has a number of workers who are mobile--pardon the pun—or out of the office for major portions of their day, a well chosen CRM application can do wonders for enhancing worker productivity, modernizing and smoothing out of business operations and logistics, as well as amplifying overall customer services levels.

This push towards establishing a mobile based CRM system which has the ability to connect workers via a mobile phone to the office and allow for increased functionality is a notion that will become increasingly more important as businesses look for new and more efficient ways to service their customer’s needs. The fact is that today’s technology is evolving to the point in which this real time sharing of information is not only possible but soon to be a standard in business operations for competitive firms. Without tapping into this resource companies are putting themselves at a distinct disadvantage to direct competitors who are embracing this technology. Additionally, what should help in the adoption of this type of technology is that it is becoming more affordable for SME’s—small to medium enterprises. This news should be music to the ears of companies in Japan which is around 98% SME dominated.

To clarify both the importance and functionality issues even further, let’s say your company manufacturers, sells and services ‘ABC widgets’. Within your employee base you have two divisions which spend a number of hours in the field. One is your sales force selling your ABC widget and the other is your servicing division consisting of on-site service technicians who service your product. Your sales force should have instant access to information which may assist in enabling a transaction or closing a deal, such as the placing of an order, updating relevant customer information details, or checking inventory. Equally, your technicians should have the ability to attain instant access to company troubleshooting manuals, part numbers, part delivery orders and so on. All of this and more should be able to be performed through a wireless device so as to shorten the lead to cash cycle, increase efficiency and ultimately satisfy the customer needs.

Current mobile devices coupled with today’s rapid evolution in technology certainly have the power to unleash a host of applications aimed at helping businesses strengthen operations. Here in Japan, like most of the other industrialized worlds such a shift is certainly underway however the race is on. It is our thinking here at Mobile CRM Japan that the companies who fully embrace this mobile based CRM technology and thoughtfully single out what it can do for them, are the companies which will ultimately position themselves to thrive.

Canadian Chris

Taxi ads anyone?

Today’s post is an interesting one about an article I recently came across. It centers on the use of wireless technology being applied within the realm of advertising. The idea revolves around static, moving and interactive ads being placed both within and on top of taxis. Where this gets exciting however, is with regards to the digital screens and how they are mounted on the roof of the car. These screens which are 152cm long are double sided and also contain a global positioning system receiver, enabling the screens to promptly display ads according to both geographic locations and timed exposures.

What this means is that special deals such as lunch offers for example, can be sent out for one restaurant in Shibuya, Tokyo as the taxi passes by at 12pm and that same taxi can circle back around 6pm with a new dinner ad for the same restaurant. The flexibility offered in terms of content is exactly what marketers want and throw this technology into a densely populated area and you have a new type of ad to really catch some attention.

Now bringing this technology around and relating it to mobile it would not be a stretch to imagine a hybrid campaign incorporating a call to action from a passerby who notices one of these ads as it whizzes by. Advertisers could have mobile landing sites created to direct that consumer to a particular offer. That idea alone echos one of the new rules for ad based CRM system success, which states that the most successful mobile campaigns rely on traditional ad styles—T.V., print, banner/sign—to augment and enhance the distinct capabilities offered by mobile phone advertising. That rooftop taxi sign is certainly a blend of traditional sign based ads, but on steroids per say with its moving, flashing, time and location based ads.

In addition, this new pull based advertising model in which the advertiser is not cramming the product news or information down the consumer’s throat is definitely another idea which must be fully comprehended by content providers. This idea also seems to follow suit in this regard.

This notion is not new as it was first introduced within the U.S. around the year 2000 in New York City and spread to other major American cities. This begs the question as to why, this technology has not taken off yet all over major cities? Why, is it that here in Japan, with the number of ads being served and technology being at such a high level, that such a site is not common within the likes of Tokyo or Osaka? Despite potential outlays of capital, surely there would be major advertisers ready to jump on this one. I would appreciate any thoughts or comments…

Canadian Chris

4 Critical Factors....

With a a high number of the workforce on the road or working from home, the ability to extend applications and Web content to mobile phones has become essential to business. So what's the key to making mobile CRM pay off for your business?

The following are four critical factors for a successful and effective mobile CRM solution that I have compiled from my research:

1. Off-line functionality. Sales professionals will use a mobile application only if they can reliably depend on it -- and that means every time. To ensure that the mobile application and CRM data is always available when they need it, mobile applications must support off-line functionality.

2. A platform with open standards. Field professionals don't just need access to customer information in the field; they also need information on promotions, products, competitors, service requests or order status. Therefore, a platform with open standards is highly important.

3. Ease-of-use. Mobile application performance and ease of use are vital for field professional effectiveness. To be effective, mobile CRM systems must be instant-on, easy to navigate and require little or no training.

4. Timely information. Features such as alerts and schedules should accelerate communication, decision-making and customer responsiveness by keeping users in touch.

Using mobile technology, companies are now getting more out of existing systems by delivering these applications and content directly into the hands of users whenever and wherever they do business.

Now, the question lies....are the customers getting more out of the systems??

Australian Chris