Mobilizing Customer Relationship Management — A Journey from Strategy to System Design

Abstract

The bursting of the e-bubble affected expectations with regard to mobile initiatives and willingness to invest in them very negatively. In both academia and practice, there has recently been renewed interest in mobile business and mobile commerce. Now, however, business managers request detailed and thorough analyses prior to engaging in mobile initiatives. Multiple examples of successful customer relationship management (CRM) have appeared in academic and non-academic publications, although, none of them describe exactly how the transformation to a successful mobile CRM solution wasaccomplished. Consequently, we present a method, based on the business engineering, with which mobile business can be introduced to the CRM field. We provide a framework for the definition of a mobile CRM strategy as derived from the corporate strategy, suggest a method for the identification of the mobilization potential in CRM processes that is aligned with the strategy, and provide guidance with regard to the design of mobile information systems with which to support these processes.

Mobile Customer Relationship Management: a communication perspective

“…In this way, this study broadens the view of the previous research (e.g. Camponova et al 2005, Schierholz et al 2007, Duran 2010 concerning mobile CRM from a company perspective. Existing research on mobile CRM does not focus on elements that enable the utilization of mobile CRM.…”

“…Accordingly, the mobile medium, in contrast to other channels, has an autonomous nature in terms of temporality and spatiality (Liljander et al 2007). Furthermore, messages sent through the mobile medium are most often read instantly by the receiver and, subsequently, messages have a high response rate (Kavassallis et al 2003, Schierholz et al 2007, Shankar & Balasubramanian 2009) enabling instant and interactive communication, unlike through other mediated channels (see Figure 6). Due to its autonomy and instantaneous character, the mobile medium is considered exceptionally well suited to certain types of communication.…”

“…However, the study examined the mobile services provided through the MIDlet application, something that customers had to download into their mobile phones in order to use it. Therefore, the findings of this study can be, to some extent, questioned and rather suggest that customers are not willing to do From the company' perspective, academic mCRM research has focused on depicting the emerging markets (Camponova et al 2005), company benefits related to launch of mCRM solutions (Valsecchi et al 2007), developing a structured method for the design of mobile solutions in the CRM field (Schierholz et al 2007) and exploring how SMS communication can be combined with existing channels and services to enhance banks' CRM (Duran 2010). For instance, Duran (2010) found that integration of mCRM with the core CRM systems presented challenges in regard to how the business functionality should work.…”

“…Balasubramanian et al 2002, Kavassallis et al 2003, Tsang et al 2004, Shankar & Balasubramanian 2009). Furthermore, messages sent through the mobile medium are most often read instantly by the receiver and, subsequently, messages have a high response rate (Kavassallis et al 2003, Schierholz et al 2007, Shankar & Balasubramanian 2009) enabling instant and interactive communication, unlike through other mediated channels. To put it briefly, the mobile medium provides reach beyond any other channel including the Internet.…”

Investigating Customers' Perceptions Towards Text Messaging Services as a CRM Medium

“…Extant research from the customer's perspective includes the effects of mCRM on loyalty (Chan & Lam, 2004;Liljander et al, 2007, as cited in Sinisalo et al 2007) and customer satisfaction (Hsu & Lin 2008). Research also examined the benefits of mCRM and structures required for setting up mCRM from firms' viewpoints (Schierholz et al, 2007;Duran, 2010).…”