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Strategic value of mobile CRM applications : a review of mobile CRM at Dow Corning and DirecTV

conference contribution
posted on 06.12.2017, 00:00 by Srimannarayana GrandhiSrimannarayana Grandhi, Ritesh ChughRitesh Chugh
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.

History

Start Page

405

End Page

410

Number of Pages

6

Start Date

01/01/2012

Finish Date

01/01/2012

ISSN

2010-460X

ISBN-13

9789810720193

Location

Chengdu, China

Publisher

International Association of Computer Science & Information Technology Press

Place of Publication

Singapore

Peer Reviewed

Yes

Open Access

No

Era Eligible

Yes

Name of Conference

International Conference on Innovation and Information Management