Mobile optimisation must give way to ‘mobile first’



by Sean Harrison of Ceterna


We’ve all found ourselves doing it at some point: absent-mindedly tried to swipe your laptop screen as you would a tablet or smartphone instead of using the keyboard. It’s really nothing to be embarrassed about.

It’s a simple reflect action, but also a testament to how we’ve become programmed to interact with technology.

This is one of the reasons why ‘mobile first’ solutions have the edge over those adapted for mobile.

In one study, 65% of sales reps who adopted mobile first CRM reached sales targets compared to 22% working with a traditional CRM system.

Salesforce goes native

For smartphone-enabled salespeople who are spending more time on the road it’s critical that they arrive at every meeting armed with all the information they need. This means they can close the deal – from up-to-minute pricing to an updated history of the customer’s account.

In other words, they have the power of their CRM at their fingertips wherever they happen to be.

It’s critical that a mobile CRM also delivers an experience that is intuitive and comfortable. Optimising what’s best about mobile but also not trying to make it do everything. So why should ease of use be so important to an employer or sales manager?

Current generations and those following expect user interfaces to be familiar without the confusion around its functionality. If a take up of mobile CRM is strong, return on investment will be faster and the topline benefits multiplied. Sales staff will become better engaged with their job, sales cycles accelerate and valuable data is gathered as business intelligence.

At your convenience

On a day-to-day, mobile CRM ensures sales teams can be assured access to contracts, products, prices and services, with updates shown in real-time. If a new lead comes in and happens to be in the same vicinity as other appointments, it can be immediately inserted into the day’s programme.

Sales reps can update customer data during a meeting, capturing key insights as they are given. Rather than having to wait until they are back in the office and the subtleties forgotten. Follow up calls can be automatically scheduled.

But importantly, one of the major advantages of mobile CRM is that it improves customer service. Bringing a centralised source of information regardless of how the customer interacts with the company. Instead of having to wait until their sales rep is back in the office to find out prices or features. They can be confident that the information given is the most current and up to date.

Salesforce’s metrics on customer Coca Cola show that mobile CRM could lead to a 60% reduction in the time taken to onboard a new customer or on the service side, a 50% reduction in administration time.

Managing expectations

So, ease of use is a crucial characteristic of any mobile CRM. However, it’s also key that management can track usage in order to achieve optimum levels of performance from each employee. The latest technology could show how often they click back into the app and where they are logging in from.

It’s about providing real-time information to the management, enabling them to interact quickly with the team and provide the intelligence, insight and support needed.

The Blueprint

So, let’s fast forward two years and look at what the optimum mobile first CRM application will look like. First, design-wise we must be able to swipe it and use the touchscreen.

Next, in a few years’ time, a Siri or Alexa-style digital assistant will be a must, so a sales rep can leave the meeting asking it to create an account for their new contact straight away.

A recording facility with a decent transcription tool would be a real asset, so meetings can be automatically kept for future reference – without having to go back over scribbled notes or rely on memory.

It shouldn’t be difficult also to include a camera. This would have multiple uses, from snapping business cards to keep as long term records to complementing a conference call facility within the phone, enabling users to keep in touch with the office or dial into sales meetings on the road.

In conclusion, The way technology is progressing, this may well all be possible before the two-year mark. If it is to succeed, mobile CRM must be mobile first and must appeal to an increasingly mobile-savvy sales team.

Ceterna can help. Get in touch with one of our experts today!