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Mobile CRM a Case Study

www.resonatesolutions.com.au . What's CRM and Mobile?. CRM customer facing systems that support business interactions with those customersMobile subset of the above but on a small from-factor device, usually disconnected and interacting" with enterprise data.more than SFA... www.resonatesol

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Mobile CRM a Case Study

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    1. www.resonatesolutions.com.au Mobile CRM – a Case Study Patrick Wilson (Professional Services Manager – Resonate) 45 minutes of presentation CRM and Mobility in context Terms and trends in mobility The Case Mobility decisions Project management learnings 15 + minutes discussion / questions

    2. www.resonatesolutions.com.au What’s CRM and Mobile? CRM – customer facing systems that support business interactions with those customers Mobile – subset of the above but on a small from-factor device, usually disconnected and “interacting” with enterprise data ….more than SFA…..

    3. www.resonatesolutions.com.au CRM and Mobile as a Strategy? CRM is a business strategy to maximise the value of customer relationships, as a means of maximising corporate performance CRM recognises that all customers or segments of customers are not equal ….more than technology…..

    4. www.resonatesolutions.com.au Observations on Mobile Enablement The convergence of technology Devices Applications Telecommunications Business maturity The Blackberry phenomena

    5. www.resonatesolutions.com.au Observations on Mobile Enablement IT managing the “demands” of a mobile or remote workforce Proliferation of Mobile Application providers – especially compared to CRM Application consolidation Where are we on the “Hype Cycle”? What initiates a “mobile” enablement project? How many mobile projects stall at the pilot stage…….. or later?

    6. www.resonatesolutions.com.au TechRepublic Inc 2006

    7. www.resonatesolutions.com.au

    8. www.resonatesolutions.com.au

    9. www.resonatesolutions.com.au The Case…… Fast Moving Consumer Goods (FMCG) in the beverage sector Distributor to both “called on” and non called on” customers Very competitive environment where understanding customers (as well as consumers) and continual review of business processes, supported by technology, can provide an “edge”

    10. www.resonatesolutions.com.au Technology Landscape One of the most valuable aspects of CRM – centralising and sharing knowledge. Marketing can get information from the field. Sales can get promotional and pricing information quickly and efficiently. Orders are visible to all, perhaps including customers. Claims and commitments can be automated. Management can analyse to make better decisions.One of the most valuable aspects of CRM – centralising and sharing knowledge. Marketing can get information from the field. Sales can get promotional and pricing information quickly and efficiently. Orders are visible to all, perhaps including customers. Claims and commitments can be automated. Management can analyse to make better decisions.

    11. www.resonatesolutions.com.au Delivering on the vision…… Mobility Solution Decisions Project Management Basics

    12. www.resonatesolutions.com.au Why Mobile?

    13. www.resonatesolutions.com.au Mobile Solution Decisions Selection Basics The What - People, Process and Technology The How - Time, Cost, Functionality (Risk) User Environment What are the daily challenges? Data Segmentation How Much and How often How do I interact with it

    14. www.resonatesolutions.com.au Mobile Solution Decisions (cont.) Mobile Application Options Industry understanding CRM extensions vs specialist provider Agility or control Functionality and development Maintenance, deployment and support Robustness of supporting technology Integration Security Scaleability

    15. www.resonatesolutions.com.au Mobile Solution Decisions (cont.) Supporting the Journey Many moving parts People and process Remote devices and rapid changing technology Telecommunications Providers Bandwidth Coverage Cost The Mobile Device (!)

    16. www.resonatesolutions.com.au So What Device Then???

    17. www.resonatesolutions.com.au Business Case Selection Basics User Environment Data Segmentation Application Options Integration Security Scaleability Operations and Support Telco Service Providers The Mobile Device (!) The Mobile Application Check List

    18. www.resonatesolutions.com.au “Mobile” Project Management Basics Yes, it is a Project Business (Not IT) Driven Do we have processes? What is in it for me? Training is essential Data, Data, Data Operational ownership & support Phasing

    19. www.resonatesolutions.com.au Roadmap for Mobility In Summary…… Project management disciplines DO apply The effect of the “consumer market” Everyone is an “expert” Mobility projects are different .....seek help

    20. www.resonatesolutions.com.au Sales Mobility for Competitive Advantage Questions ……….. & Answers?

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