Is there a valuable connection possible between your social CRM and mobile care? According to a recent report by Nucleus Research, there could be an advantage in the productivity and ROI of add-ons when it comes to social media data and mobile devices.
Of the 223 CRM officers surveyed in the United States and Europe for this
social CRM and mobile care report, researchers found that nearly three-fourths of the participants connected their social CRM and mobile care use, with about 14 percent seeing any significant sales increase with productivity of the link provided.
According to this Information Management report, customization and device-specific applications are the driving force behind the productivity jump with social CRM and mobile care. For the 82 percent of participants that utilize the connection between social CRM and mobile care, the results were less apparent.
Nearly 12 percent of them admitted that the higher productivity gains as it pertained to social CRM and mobile care were more targeted to the
external and internal integration of social networking information or even increases of activity delivered to users and customers. Yet, about seven percent claimed they had zero returns with their social connections and customer management implementations while 16 percent had no knowledge of social CRM and mobile care.
Researchers believe the lack of understanding played a crucial role in the less than average returns. However, they feel that will change as social CRM and mobile care is poised for more development and down the road, adaptation when it comes to services and solutions.
Rebecca Wettemann, vice president of research with Nucleus, says that ignoring the capabilities of social CRM and mobile care could be detrimental to business as the
proven successes of those who adapted the technology in the early stages are thriving. Because the social CRM and mobile care applications are so affordable, Wettemann says that not looking into mobile and social strategies could cause a company to lose out to the competition this year. Companies need to embrace social CRM and mobile care technology in 2012.
More than half of the CRM providers that took part in the survey said they planned to implement some sort of social CRM and mobile care functionality into their
IT department. Many of the study’s participants reported they utilized multiple mobile devices for sales functions and iPhones were by far the most popular technology used by CRM professionals. The Droid was used by about 48 percent, iPad by about 46 percent and Windows ranked last with 35 percent of users.
Edited by Stefanie Mosca