Mobile Customer Relationship Management: a communication perspective

Abstract

This study examines communication through the mobile medium in customer relationship management (hereafter mCRM). Although the academic research on mCRM is gradually evolving, there is still a lack of empirical research on this topical issue. Therefore, the purpose of this study is to begin to fill this gap by enhancing the theoretical and practical understanding of mCRM.The empirical part of the study is conducted as a qualitative case study. Seven Finnish companies utilizing the mobile medium as a communication channel in CRM were selected for the empirical analysis. Interviews, observations and personal experiences gained within those companies form the main sources of data.The main theoretical contributions of the present study to existing academic literature are as follows. First, the study proposes the conceptualization of the focal phenomenon of the study, mCRM, and further elicits the salient characteristics of it. Second, following the conceptualization, the study focuses on communication as the core of the interaction between the company and the customer via the mobile medium. Accordingly, the study sheds light on the key elements of the communication process within mCRM and its various phases. Third, the study founds a theoretical framework for mCRM; identifying the customer relationship management, mobile commerce and communication literature streams that define mCRM theoretically. Fourth, the study elaborates on the specific role of the mobile medium as a channel within CRM and highlights the ways in which it differs from all other channels within the multichannel CRM environment.Although mCRM communication has an inherent potential to benefit both company and customer, it has been utilized quite cautiously to date. This is rather surprising given that, compared to other channels, the mobile medium has an exceptional ability to reach people. In addition, greater utilization of the mobile medium could save time and money. This is because many face-to-face encounters could easily be replaced by communication through the mobile medium. The study offers guidelines on aspects ranging from the initiation of mCRM to actual communication through mCRM. Hopefully, the findings of this study will encourage managers, regardless of industry, to consider whether their company could provide added-value of any kind through the use of the mobile medium to benefit their customer relationships.

E-CRM : une nouvelle révolution pour la relation client à l’ère de la digitalisation - Cas d’Optimum Télécom Algérie « Djezzy »-

“…M-CRM est l'utilisation du téléphone mobile ou du smartphone pour gérer la relation avec le client et l'activer à être en dialogue constant avec l'organisation, 35 En général, Mobile CRM est la technologie et les fonctionnalités offertes par le téléphone mobile et les appareils intelligents pour gérer la relation avec le client, y compris l'aspect technique de la technologie du téléphone intelligent et l'aspect stratégique de l'orientation client.…”

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“…These tools were examined through key elements of building customer relationships, which are crucial to understanding digital marketing and its impacts on strong customer relationships. It is important for companies emphasize on digital customer relationships management, interaction and development (Sinisalo and Karjaluoto 2007;Tiago and Verissimo 2016;Kierzkowski et al 1996) and it seems that research is lacking related to the phenomenon in the context of micro-enterprises. The aim of the paper is to get new understanding about micro-enterprises digital marketing tools for building customer relationships.…”

Student relationship management model in E-education

“…Основне карактеристике мобилних уређаја у процесу комуникације између образовних институција и студената су (Sinisalo, 2010):…”

“…Комуникација путем мобилних уређаја између образовне институције и студената може бити push, pull и интерактивна (Sinisalo, 2010 • Ендогени (интерни) -обухвата интерна питања и изазове са којима се суочава институција. За потпуну функционалност mCRM концепта битно је да буде интегрисан у целокупан CRM систем и повезан са базом података.…”