Strategic Value of Mobile CRM Applications: A Review of Mobile

Abstract – CRM systems help organisations interact effectively with customers enabling the creation of customer profiles, analysing customer data and understanding customers ' needs. This leads to improved customer loyalty and enhanced customer experience. However the focus of this paper will be on mobile CRM applications. By making CRM applications mobile, businesses can allow their staff to access customer information ubiquitously thus offering faster and improved services. Mobile CRM applications can help to realise an organisation's goals especially on the innovation front. This paper focusses on describing CRM systems and their importance in making these systems mobile through an exhaustive literature review and later by briefly analysing two chosen organisations- Dow Corning and DirecTV. Further discussion will offer insight into challenges of mobile CRM applications. Analysis of the two organisations indicates that mobile CRM applications helps to improve productivity, provide quick responses, save costs in serving current customers and acquire new customers