1. MediaPost Publications Printer Friendly Page 1 of 2
<< Back to MediaPost
Mobile And CRM Today
Shaun Quigley, Mar 01, 2011 07:10 AM
Probably faster than any other technology in the last decade, mobile is changing the game for
brands. In a flash, we've moved from a communication-response scenario to one in which we can
have interactions with people anytime, anywhere (except for us Neanderthal AT&T subscribers). No
longer do we wait for customers to walk into a store or visit a site to connect with them. It's all
right there, in their pocket, ready to go.
It's more than a smartphone. It's a personal assistant. I get free chips and salsa at the pub just for
checking in through Foursquare, pay for my venti-skim-latte at Starbucks (only at Target) and
download a coupon as I'm walking through the parking lot. I can find the cheapest price using
RedLaser. I can get the real product scoop through Stickybits. And I can read hundreds of reviews
on retailer sites to help me decide if your brand is right for me -- or if I should avoid you.
Mobile has raised expectations for consumers, who now have 24/7 access to your brand and the
entire category landscape. The greater the bandwidth, the higher the expectations consumers have
of our apps, our mobile sites, our emails and text alerts. All communications -- especially mobile --
are becoming smarter and faster.
Mobile has completely disrupted the conventional path-to-purchase and has caught most marketers
with their pants down. That's not all. What's most compelling about mobile are the astronomical
expectations around anticipated usage.
So can mobile supercharge your customer relationship management program?
Yes. Maybe.
In terms of CRM, the immediacy of mobile will transcend customer goodwill. Mobile's convergence
with social media lets consumers ask questions and voice complaints at the point of sale. Brands
should be there, listening, ready to address the next customer crisis, answer the next question, or
amplify the most authentically fabulous consumer experience. Plus, real-time decision assistance
through mobile will make the purchase process easier for buyers.
But it doesn't happen overnight.
A fundamental shift must occur. CRM needs to move from the database marketer's desk to the
CMO's radar. It can't be a back-office function; it needs to be a front-office, customer-facing
strategy. And it needs to be social.
New channels have emerged, but the basic principles of CRM don't change. When someone buys
something (especially for the first time), he or she enters into an open-ended relationship with that
brand. Brands must be ready to capture that customer's experience and start to understand what
makes them tick.
http://www.mediapost.com/publications/?fa=Articles.printFriendly&art_aid=145787 3/7/2011

2. MediaPost Publications Printer Friendly Page 2 of 2
Choosing the right mobile touchpoint is key. And that largely depends on who you're trying to
engage. SMS, for instance, has the widest reach and loyalty apps can bring real value to the
customer experience, but do they make sense for your product or service?
Consider not only whether you have a plan in place to obtain mobile data, but also ask these
questions when determining the right mobile touchpoint for your brand:
 SMS: Do you have permission to engage with client/customers via SMS?
 Apps: Would an app make it easier or more enjoyable to do business with your brand?
 Foursquare: Are you in a retail or service industry where you engage with your customers in-
person? On a daily basis?
 Twitter: Does your business service customers by addressing their needs? Product concerns?
Feedback?
Overall, there's probably a place for mobile CRM in your marketing plan. But it's not going to
supercharge anything unless you've got the basics in place. So start small, hire a trustworthy
partner, test and scale.
John Cilli contributed to this article.
http://www.mediapost.com/publications/?fa=Articles.printFriendly&art_aid=145787 3/7/2011