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CRM Applications Evolving To Become More Mobile
Published Oct 3, 2010
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The Customer Relationship Management (CRM) sector of the IT industry is headed towards a more hybrid and mobile approach, while handheld devices are set to open up a range of possibilities in the market, according to industry insiders.
CRM can be vital for a company's earnings and to fall behind on the latest developments in the field, poses a serious risk of falling behind the competition in terms of sales and revenue. Those within the industry, believe the sector is providing plenty for companies to catch up with.
"CRM is certainly evolving - I think customers have a choice now more than ever. I think there are certain things going on first of all in data simplification, if you don't understand who your customers are you are going to have struggles. I think there is also the theme of one system doesn't do it for you anymore. You'll see more and more instances of a hybrid CRM solution, both an on premise and SaaS model," says Christopher Menyhart, CRM director, PriceWaterHouseCoopers.
Oracle, one of the major firms in CRM, has revealed it is looking to introduce more of a marketing angle into its CRM solutions. "The cloud vendors have used the term CRM for a very long time and we have talked a good game and said we do marketing sales and service. The truth is we have done a very good job in sales, a pretty good job in services and nothing in marketing. Our customers and salesforce.com customers have had to go to a third party for marketing," reveals Anthony Lye, senior vice president, Oracle CRM.
Lye added that the firm has in the 18th version of its CRM on Demand product, addressed the marketing issue, including a new solution within the software. The latest offering of the CRM solution will also feature the most up to date Oracle database technology.
Launch of iPads and tablets causing change of direction in CRM
Mobility is another watchword currently being used in the CRM market. "I think you'll see customers moving away from traditional CRM and getting CRM from different mediums, meaning mobility, over the iPad or the miniature PC and there is the concept of social networking which can't be ignored. Customers are communicating in different mediums and what they say is important, what their perception is, is important and what their user experience is, is important. If customers aren't tracking and getting and understanding of that, they are falling behind," reveals Menyhart.
In response to this move towards more mobile CRM applications, companies have been quick to launch new products associated with devices such as the iPad. At the recent Oracle Open World Conference, the firm offered a demonstration of the potential on offer through this new found mobility. "We've put something together which represents the next generation of selling. A tool that you can use not just for rep facing activities but an application you can also show to the customer and you can bring in content and media as you are presenting to customers, all the way through to signature capture," explains Lye.
Confusion a danger as CRM launches on premise and on demand
However, Menyhart believes there may be issues with confusion, with the number of different products being released on several different platforms, and this is evident within the product range of Oracle itself. "I think Oracle has challenges with confusion. I think the simple fact is there are two existing applications with the on demand and on premise and now they are adding Fusion, so there will be Fusion on demand and Fusion on premise," Menyhart says.
"Customers have four tools to select from. What people are trying to understand is if I stay where I am will that do me well, and if I don't do something now will I be penalised later? So I think clarification is probably needed in the market and a recommendation should be made where and when should be going," he adds.
Complete change expected in CRM industry
CRM is an industry which constantly changes as the demands of customers do, so it is no surprise it seems to be on the cusp of another major shift. With the increased mobility of products such as iPads and the huge range of products which are being launched to compete with it, CRM is moving in a different direction.
"It's going to completely change, I think you'll see so much progress in mobility apps and progress in iPads and mini computers, that PCs will be dead. I think social networking is just beginning and that is going to change the way customers do their business and how they want to be interactive. Things are going to change dramatically and it's an exciting place to be in," concludes Menyhart.
Posted by
VMD - [Virtual Marketing Department]
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