As more and more enterprises are realizing the importance of supplying their mobile workforces with tools and solutions for remaining productive, even while on the go, mobile CRM is increasing in demand and the benefits it provides to professionals in marketing and field sales are innumerable.  

 

Mobile CRM provides mobile workforces with the information they need readily at their fingertips and creates new possibilities not void of security threats from increased exposure to sensitive data.

 

To talk a little more about mobile CRM and possible security concerns, I asked Yacov Wrocherinsky Founder and CEO of Infinity Info Systems some questions on the topic.

 

 

 

YW: Mobility is becoming a necessity because it allows for up-to-date access of data on hand-held devices such as PDAs and Blackberry's. CRM is another application that is now available on mobile devices and it is becoming a very important piece of a company’s business strategy. Sales professionals are leveraging their mobile units with CRM applications more and more as technology becomes second nature. They are accessing all sorts of data including sales figures, reports, customer contact information and accounts receivables while conducting business in the field. The mobile unit with CRM capabilities is an essential tool for every sales-focused business today. Professionals are embracing the fact that information is now available via mobile devices and smart phones 24/7 and people are now building applications to be used with these marketing units – making data more secure and reliable, allowing information to be at your fingertips.

 

 

YW: By being readily available to your customers and equipped with all relevant information necessary to fulfill demands in a fast pace environment, a sales and marketing professional has a competitive edge when he is connected to his clients via a mobile CRM unit. He or she can provide immediate answers and learn about new leads, all while away from the office. The CRM mobile solution is a tremendous benefit to businesses. Ongoing and immediate access to CRM promotes productivity, accuracy, efficiency and better relationships with clients. It helps to enhance both the customer experience and sales side by allowing reps to a) never miss a lead and b) always have the most up-to-date information on-hand when going into a client meeting or presented with a new business lead.

 

 

YW: There is always concern about security, but in today’s world, technology has evolved to a point where security measures are taken at every level, including encrypting email messages. We certainly do a lot to advise our clients on security issues and help them keep their customers’ information protected. For example, we make sure they embed a password into the application at the time we implement their CRM system. Also, in today’s world, security concerns are addressed at a carrier level. Wireless access to CRM can be disconnected with a zap from the service provider to end synchronization. (Laptops today are more likely to being stolen than PDAs, just because of the fact that they are more visible while PDAs can be tucked away in a jacket pocket.)

 

Security concerns are definitely not hindering the adoption of CRM in mobile devices; in fact the opposite is true. The use of CRM in mobile devices is actually increasing because of all the benefits it provides; keeping people connected, keeping information up-to-date and keeping your business on track.

 

 

YW: When a consultant implements a CRM system, it is key that they advise their customer to include security safeguards such as a password or a method by which the enterprise can shut off the information pushed into the PDA. People really rely on Blackberry's and PDAs and it is the responsibility of the CRM consultant to make sure that they advise their customers to have their mobile platforms protected. Companies can also decide how much data they want individual employees to have access to depending on the rep’s position or level of responsibility in the company.

 

 

YW: People today want to be connected 24/7, so it is essential that the business environment has the capability to allow its team to work remotely and securely. Interest in adding a mobile aspect is strong because the benefits clearly out weigh the risks. Feeling secure with a mobile system would certainly contribute to a sales person’s comfort level and subsequently how frequently they would use it. Being mobile allows the sales force to access and use information from the CRM system while on the road resulting in greater productivity for them and, consequently, for the enterprise.

 

YW: Yes, make sure to align yourself with a publisher that knows your business and can make your life easier. Having a mobility device will augment what is on your desktop and laptop. It also makes the rep’s life easier. It becomes consistent with other programs you already have on your system. This will help you make better informed decisions based on the information you have. It is important that you let your company’s IT department know immediately if your mobile device is lost or taken. That way the company can “turn off” the flow of synchronized information from their database.

YW: Both large and small businesses are using CRM mobility; Wall Street firms as well as small manufacturing companies, and neither is hampered more than the other by risk. Both categories of companies have databases and proprietary information and need to make sure their policies regarding security are in place. Security should be their paramount concern and if they prepare for the possibility of a security breach, they shouldn’t lose any important data. Think about email and how essential it is today. Can you live without it? No, because it is a necessity. The same is true for mobile applications. Large businesses are standardizing this and small business are enhancing and leveraging their systems all the time. Technology is constantly maturing and there is only a risk involved if your company has not found the right expert to help them with the CRM installation and security measures for mobile applications.

 

 

YW: Infinity Info Systems has been implementing CRM solutions for 20 years now and we have successfully implemented more than 3,500 contact management and CRM solutions and trained over 120,000 professionals. We are CRM experts who offer our clients a wealth of services including Mobile CRM. We have implemented and customized CRM for the financial services, publishing, life sciences and business services industries. We have a proven methodology that includes a strategy for mobile CRM solutions.”

 

 

YW: Yes, absolutely. The future growth for carriers is in content so they have a vested interest in keeping it secure. Carriers, publishers and device manufacturers all have an obligation to make content and networks secure.

 

YW: When implementing a CRM system, managers should make sure that they retain a CRM consultant with extensive CRM and mobile experience, as well as someone who is familiar with the industry and very familiar with the company. Look who a trusted advisor who is willing and able to become an “extension” of your organization. It is important that the implementation include strategies for deploying a secure mobile platform relative to management circumstances and needs.

 

A good CRM implementation involves customization and an evolving attention to detail so that it can be tweaked and enhanced continually. From initially documenting the needs of a CRM system, to gaining end user buy-in, to making the final customizations and implementation to the system, CRM is a journey. Such is the case with a mobile CRM initiative as well. The implementation of a mobile application has to take into consideration the cultural expectations and needs of a particular industry and the people who work in it. It is also imperative to include your IT person when you set up any policies for mobile security.

 

 

 

 

 

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