Mobile CRM apps and traditional software exist side by side in the business sphere, but what are the differences when we compare a desktop and mobile CRM? And which of these is the better of the two?
When the first versions of mobile CRM came onto the market, the tendency was to create apps that were simplified versions of their desktop counterparts, which were the main platforms sales reps worked from. However, CRM solution providers soon realized that customer relationship management when accessed from a mobile could offer more possibilities than a desktop computer.
There’s little to no point in having an automated reporting feature based on geolocation if you’re stuck in an office using a traditional software system. Nor is there much logic to a pipeline that maps and notifies you of nearby sales opportunities if you’re using a program that only works on a traditional PC. These sorts of features can only be used to their full effect through a software adapted to mobile usage, such as ForceManager Mobile CRM.
The Keyword is “Mobility”
The fact that CRM is now mobile means you can get so much more from the software, including features that were previously deemed unthinkable. The needs of someone working from an app on their mobile device are undoubtedly different to that of someone anchored to their chair in the office.
Mobility has opened a new horizon of possibilities for software providers. The introduction of new apps with multiplatform versions means that employees no longer have to work from the office. Instead, they can work from home or even access their business applications on the go, either while on the subway or when waiting for the bus. Mobility and technology complement each other to bring out the best new opportunities.
Mobile and Traditional CRM: The Stats
One way of understanding the magnitude of the change brought about by mobile CRM against traditional software is by looking to the figures.
91% of companies with more than 11 employees use some sort of CRM. For smaller businesses, this percentage is much lower with only about 50% of employees using the company’s CRM. A hefty cost is involved when implementing a CRM and this seems to be one of the main barriers to entry. And it’s true that costs are difficult to round up for a traditional CRM.
A study showed that it can take 1 to 6 months to implement a traditional CRM and around 3 to 5 years before you can get a good ROI.
The report concludes that the low adoption rate among Small Business is down to excess data, complexity of the software and the lack of user training.
The same study also showed that US companies spend about $12 billion annually on traditional CRMs. A number that could be reduced to instead improve other areas of the company and/or on investments.
With a multiplatform or mobile CRM, employees can avoid many of the problems associated with slow adoption of a new software. Instead they can work from a tool that they’re already familiar with, such as their own smartphone or tablet. If the company allows them to use their own devices (BYOD), the implementation of the CRM software will be much faster.
Even though a little less than 80% of users still use a desktop CRM, access through a mobile device far exceeds this percentage; with the largest amount of users working from their laptop, followed by smartphones with 48% and finally tablets with 45%. What stands out the most however, is a multiplatform use of a CRM with cloud technology, which is used by 87% of companies with customer management software solutions.
And in terms of work performance, mobile CRM increases employees’ productivity by 15%.
Mobile CRM: Ideal for Sales Teams
In another study carried out by Innoppl Technologies, 65% of sales reps using a mobile CRM achieved their sales targets. However, among those that had worked with traditional CRM programs, only 22% met their targets.
The benefits mobility has brought to sales reps are undeniable; mobile CRM is the ideal technological tool for sales reps on the go and who work out the office.