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The future of CRM is mobile, wireless and Web-based

Posted on 17-Nov-2003 20:33 | Filed under: News


It’s no secret that customer relationship management has grown into a major cog in the enterprise engine. Yet CRM, by its very nature, is fraught with challenges.

As a result, a growing number of enterprises are focusing their efforts on building a more comprehensive CRM model – one that relies not only on call centers and leading-edge software to provide detailed information about customers, but also on mobile, wireless and Web-based systems. Rod Adkins, General Manager, Pervasive Computing, IBM, writes in his article “Making CRM Pay” that by developing a more holistic, seamless and integrated approach, organizations are improving the quality of customer sales and service as CRM becomes pervasive – moving from the desktop to the palmtop.

"As a result, a growing number of enterprises are focusing their efforts on building a more comprehensive CRM model – one that relies not only on call centers and leading-edge software to provide detailed information about customers, but also on mobile, wireless and Web-based systems. By developing a more holistic, seamless and integrated approach, organizations are improving the quality of customer sales and service as CRM becomes pervasive – moving from the desktop to the palmtop.

... That’s where pervasive CRM enters the picture. By connecting to live data, it’s possible to ratchet up performance and reduce errors associated with the double and triple data-entry cycle that’s typical when companies rely on paper or a mix of mobile and connected systems.

... Instant messaging is proving to be another useful and productive tool in business environments because it provides customers with an immediate one-to-one level of interaction."


More information: http://www.ibm.com/news/us/2003/11/142b.html...