A practice-oriented approach to the implementation of mobile devices and mobile CRM strategies into the current service-infrastructure of companies dealing with high complexity in CRM. Mobile is everywhere and it´s constantly growing. News are preferably read on the phone, shopping is done via iPad and the travel business has become a highly dynamic patchwork of mobile and online services. The customer has a choice - make it easy to be chosen!
"[…] Data is ubiquitous and cheap, analytical ability is scarce... The sexiest job in the next ten years will be statistician.” (Quote: Google´s Chief Economist, Hal Varian)
"[…] it is essential for companies to act, not to react, predicting, not observing market developments, in order to ensure future success."
"A company needs to manage customer relations instead of products."
Table of Contents
1. Introduction
2. Executive Summary
3. Background And Methodology
4. CRM And The Information Society
4.1. Main Objectives For Implementing CRM
4.2. Impact Of CRM On Business Success
4.3. The Stages Of Customer Orientation
5. Developments and Trends in CRM
5.1. Target Marketing Or “Targeting”
5.2. Social Media
5.3. Mobile Devices and Mobile Internet
5.4. Self-Service
5.5. Big Data
5.6. Gamification
5.7. Consequences
5.7.1. Multi-Channel
5.7.2. Customer Experience
5.7.3. Push to Pull
6. Mobile Applications in CRM
6.1. Definition of Mobile Applications
6.1.1. Native App
6.1.2. Web App
6.1.3. Hybrid App
6.2. Facebook Connect
6.3. Company Goals & Desired Outcomes
6.4. External CSPs (Customer Service Processes)
6.4.1. General Information Service
6.4.2. Marketing/ Company Branding
6.4.3. Differentiation, Competitiveness & Customer Loyalty
6.4.4. Customer Data Sourcing
6.5. Internal CSPs
6.5.1. Quantity & Availability of Information
6.5.2. Information Speed
7. Conclusion Of Findings
7.1. Benefits Of Mobile Applications In CRM
7.1.1. Improve Marketing Efficiency
7.1.2. Increase Service Efficiency And Reduce Costs
7.1.3. Increasing Sales
7.1.4. High Quality Customer Data
7.2. Obstacles For Using Mobile Applications In CRM
7.2.1. Technical Infrastructure And Know-How
7.2.2. Data Protection Legislation
7.3. Critics
7.3.1. Alleged Objectivity
7.3.2. “Transparent” Customers
8. The Future Of CRM
8.1. Technological Developments
8.2. Mobile Market
8.3. Social Changes
Research Objectives & Key Themes
This thesis examines the role of mobile applications within Customer Relationship Management (CRM) strategies, aiming to identify how companies can leverage mobile technology to improve customer service, optimize marketing efficiency, and gain deeper consumer insights. The research focuses on the challenges traditional businesses face when transitioning to mobile-centric service models and explores how these technologies can be integrated to increase customer satisfaction and competitive advantage.
- Implementation of mobile devices and mobile CRM strategies
- Transformation of customer service from "Push" to "Pull" approaches
- Utilization of Big Data and social integration (e.g., Facebook-Connect) for customer data sourcing
- Analysis of mobile application types: Native, Web, and Hybrid apps
- Evaluation of organizational obstacles including infrastructure, know-how, and data privacy legislation
Excerpt from the Book
6.4.2. Marketing/ Company Branding
Mobile applications represent a new and highly efficient marketing channel for individualized and personalised marketing campaigns. Potential customers carry their mobile devices and especially smartphones almost everywhere and always with them. That means that marketing campaigns that aim for mobile devices can unfold an extreme potential, as the customer´s location is no longer relevant as it is when using traditional marketing methods like banners or radio ads.
A good example for mobile marketing or branding campaigns is McDonald´s. The company used to send its meal coupons and special offers by mail to thousands of households where it was either thrown away or kept but forgotten when necessary. To get fast food is often a spontaneous decision, that´s why the restaurants are always placed in much-frequented locations in order to target walk-in customers. But the coupon marketing campaign was not able to reflect the spontaneity, costs where high due to printing and delivery and it often caused more frustration for customers instead of happiness. So one of the first things McDonald´s built into its mobile application from the very start, where the coupons, so each customer always had access to all relevant coupons and products, whenever he decides to visit a McDonald´s restaurant. So basically, McDonald´s did a great move by making it easier for its customers to get discounts and save money – a perfect approach to promote the new mobile application, leverage download numbers and build-up a mobile customer base that can also be targeted very efficient in future campaigns. In addition, costs for printing and delivery of coupons can be cut in the future.
Chapter Summaries
1. Introduction: Discusses the shifting expectations of the "Gen-Y" demographic and the pressure on companies to innovate their marketing and service strategies in a rapidly changing environment.
2. Executive Summary: Provides an overview of how mobile applications help companies manage customer relations more effectively, transition to buyer-led markets, and add unique value to customer interactions.
3. Background And Methodology: Outlines the project's aim to evaluate recent CRM trends through research and meetings with high-level corporate representatives across various industries.
4. CRM And The Information Society: Explores the evolution of CRM as a holistic business approach and the necessity of personal, customer-centric strategies in today's always-on information economy.
5. Developments and Trends in CRM: Identifies key drivers of modern CRM, including target marketing, social media, Big Data, and the gamification of customer engagement.
6. Mobile Applications in CRM: Details technical definitions of app types and examines how businesses use internal and external processes to achieve organizational goals.
7. Conclusion Of Findings: Summarizes the qualitative and quantitative benefits of mobile CRM, while addressing significant implementation hurdles like technical debt and data protection.
8. The Future Of CRM: Looks ahead at how advanced sensor technology and shifting societal norms regarding data privacy will continue to shape the CRM landscape.
Keywords
Customer Relationship Management, CRM, Mobile Applications, Native App, Web App, Hybrid App, Big Data, Facebook-Connect, Marketing Efficiency, Customer Service, Self-Service, Gamification, Data Protection, Consumer Behavior, Customer Experience.
Frequently Asked Questions
What is the core focus of this thesis?
The work primarily explores the potential of integrating mobile applications and mobile CRM strategies into the existing infrastructure of traditional companies to improve service quality and competitiveness.
What are the primary themes covered?
Central themes include the move toward "Pull" service models, the strategic use of data for targeting, mobile application development approaches, and the organizational challenges of implementing these new systems.
What is the main goal of the research?
The study aims to identify specific market trends and opportunities, while also outlining the obstacles non-digital companies face when attempting to implement a competitive mobile customer service strategy.
Which scientific methods were applied?
The research relies on an in-depth, practice-oriented approach, utilizing existing market research, data analysis of CRM trends, and direct insights gathered from meetings with industry executives and service managers.
What topics are discussed in the main section?
The main section covers the technological definitions of various apps, business goals for mobile integration, internal versus external service processes, and a critical analysis of data privacy and organizational infrastructure.
Which keywords best characterize this document?
Key terms include CRM, Mobile Applications, Big Data, Customer Experience, Marketing Efficiency, and Self-Service.
How does "Push" service differ from "Pull" service in this context?
"Push" service represents a traditional, one-way communication from companies to customers, whereas "Pull" service is an interactive, two-way process involving active customer participation and feedback.
How do companies leverage Facebook-Connect for CRM?
Companies use Facebook-Connect as a single sign-on tool to seamlessly acquire high-quality customer data, which helps in creating detailed user profiles for personalized marketing and service development.
Why is database consolidation important for mobile strategy?
Fragmented, non-interconnected databases hinder a company's ability to create a 360-degree customer view, which is necessary to derive actionable insights from mobile interaction data.
- Arbeit zitieren
- Tobias Herscher (Autor:in), 2013, Potential of Mobile Applications in CRM, München, GRIN Verlag, https://www.grin.com/document/302503
