Friday, May 1, 2009

Mobilizing CRM Delivers Competitive Advantage to European Organizations

Recently launched are the findings of a study by Forrester Consulting on behalf of Research In Motion (RIM) that highlight how and why organizations in Europe are mobilizing enterprise applications, like Customer Relationship Management (CRM), to gain a competitive advantage.

Based on the responses from over 1,000 business and IT decision makers, from companies in France, Germany, Italy, Spain and the UK, the research shows that the top two reasons organizations mobilize CRM are improved sales and improved employee productivity (87%). The third biggest driver to mobilize CRM was improved customer service (55%), suggesting that the trend to mobilize enterprise applications not only benefits internal operations, but also increases customer satisfaction.

With information changing at such a fast pace in today's business environment, mobile employees can not solely rely on accessing information from a desk-based system as it is often inaccessible on a timely basis or out of date by the time they leave the office. Respondents from the study also outlined five main benefits of mobile CRM, compared to traditional desk-based access, which included:

- Improved productivity of front-line personnel (77%)
- Improved customer experience (74%)
- Increased customer satisfaction (73%)
- Improved business process efficiency (73%)
- Reduced CRM costs (63%)

Nearly three-quarters (73%) of the respondents who have deployed mobile CRM explained that it helps front-line personnel be more effective in their jobs. Empowering employees to access and update information wherever they are can prove to be a real business benefit not only to mobile workers, but also for office-based employees who rely on real-time data.

The survey sample represented different sized organizations from across Europe and showed that although larger companies (>500 employees) have mobilized CRM systems to date, a greater number of smaller organizations (63%) have plans to mobilize their CRM systems. The benefits are so compelling, in fact, that over two-thirds (69%) of companies who have mobilized CRM stated that they are likely to recommend others do so. The most common areas within an organization that utilize mobile CRM are:

- Sales (63%)
- Customer service (60%)
- Field service (51%)
More information on CRM can be found at

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