Mobilizing customer relationship management

Abstract

Purpose -The bursting of the e-bubble affected expectations with regard to mobile initiatives and willingness to invest in them very negatively. Business managers request detailed and thorough analyses prior to engaging in mobile initiatives. The paper aims to present a method, with which mobile business can be introduced to the customer relationship management (CRM) field. Design/methodology/approach -The paper follows the design science paradigm as outlined by March and Smith, and Hevner et al. Findings -The findings provide a framework for the definition of a mobile CRM strategy derived from the corporate strategy, suggest a method for the identification and exploitation of the mobilization potential in CRM processes in line with the strategy, and provide guidance for the design of mobile information systems to support these processes.Research limitations/implications -The proposed method extends the body of available methods with a method for the introduction of mobile ISs into marketing, sales and service organizations. As design research, it does not strive for statistical generalization. The level of detail given in the elements of the method is to be increased in further research. Practical implications -The method helps to reduce risk and uncertainty of mobile CRM initiatives, since it provides a structured and consistent procedure for the definition of goals, the identification of potentials for the fulfillment of these goals as well as recommendations for the systematic exploitation of these potentials. Originality/value -With the application of this structured method, an organization should be able to avoid the pitfalls of technology-driven information technology initiatives which various companies have experienced, particularly with mobile technologies.

The value proposition of adopting mCRM strategy in UK SMEs

“…These could indicate the uncertainty of the return on investment, the lack of specific competencies, the lack of information sharing between business and service or application providers (Valsecchi et al , 2007). Schierholz et al (2007) identified other barriers to adopting mobile technologies including the internal and external controls, organisational readiness and mobile technological compatibility such as the internal and external controls, organisational characteristics/readiness and mobile technological characteristics/compatibility. Chen and William (1993) believe that consideration of SMEs characteristics is important in order to avoid the danger of technical determinism.…”

“…Strategy is crucial to a firm's successful adoption of new technology (Tzokas and Saren, 1997) but more importantly, organisations must implement it properly (Schierholz et al , 2007). Ghingold and Johnson (1998) point out that the potential of mobile channel capabilities needs to be fully explored in the development of services to meet the key objectives and responsibilities of marketing in the future.…”

“…Mobile media offers benefits such as location‐specific information, personalisation, immediacy (Muller‐Veerse et al , 2001). Whilst there is no structured method for designing mCRM solutions (Schierholz et al , 2007), businesses must re‐examine their business processes in order to capture the value and utilise the full potential of mobile channel capability. Therefore, this study intends to address this problem and propose a conceptual framework (mCRM strategy framework) to give best practice guidance to small‐ and medium‐sized enterprises (SMEs) adopting mCRM services.…”

“…The definition of mobile customer relationship management (mCRM) refers to the use of mobile devices to extend current CRM systems or transactions (Muller‐Veerse et al , 2001), or to finish or improve existing CRM services (Valsecchi et al , 2007). Schierholz et al (2007) describe mCRM functions as: mobile marketing, mobile sales force automation, mobile field service or mobile customer services. mCRM services can maximise mobile channel potential for SMEs to enhance services and increase mobile commerce activities.…”

The efficient bond among mobile commerce, CRM and E-loyalty to maximise the productivity of companies

“…Mobile commerce develop means of selling goods and services for the companies, to the clients and sending crucial information to customers and employees of the company at anywhere and anytime [51].…”