Customer relationship management (CRM) platforms are designed to help you collect, organize, and access data on your clients and customers. If implemented correctly, they can help you sales staff close more deals, give you analytics on your performance in a number of key areas (including client retention, sales performance, and customer lifetime value), and align multiple departments with a common goal and purpose.
By now, most CRM platforms are optimized for mobile devices—at least in the technical sense—but you may not be getting the mobile value you should.
Mobile Pain Points
Chances are, your CRM brings with it the following pain points on mobile devices:
- Continuity between desktop and mobile experiences. Some CRM companies developed a platform intended for desktop devices, then scrambled last-minute to create a mobile app that allows similar functionality. Others created a mobile experience only, with little to no desktop support. Both design approaches are flawed because they force users to learn two different versions of the app. Your mobile and desktop CRM should be fluid and interchangeable to minimize errors and time spent training.
- Ease of data entry. Salespeople on the go need to be able to enter dozens of data points and comments, in the right fields and on demand. However, most CRMs make it hard to navigate their form fields with the finger taps required by mobile devices.
- With so many potential data points and so many areas of the app, creating a single search bar capable of providing relevant results—and intuitively—is difficult. When you’re on a mobile device, being able to pinpoint and access the right data as quickly as possible is a must, but most CRM platforms fail to provide this functionality. Search is inconsistent, unreliable, or flat-out hard to use.
- Ideally, your mobile CRM should be so simple that anyone can pick it up and within minutes, be able to use the app exactly as intended. It should be obvious, intuitive, and simple. Obviously, most apps come with a learning curve, but for some mobile applications, that learning curve is so steep it takes hours of training to get a new trainee on board.
How Much Is Too Much?
At some point, you need to determine how many pain points are too many. After all, no CRM is perfect. At what threshold do you spend the time and money necessary to upgrade or switch your platform?
Look for these signs:
- Low data consistency. There are many types of data consistency, including point in time consistency and application consistency, but all of them have to do with the integrity of your data. If you find that your salespeople aren’t entering data the same way, or if data seems to mysteriously change, the integrity of your mobile CRM could be the culprit.
- Intentional device switching. Watch how your employees are using your CRM. Do they fiddle with the mobile application for a few minutes, only to give up and switch to the desktop version? If so, it’s a sign there’s low continuity between versions, and it may be worth upgrading.
- Employee complaints. Your employees’ perspectives matter, and they’re only going to grow in importance; by 2020, over 75 percent of the workforce is expected to be mobile. If you hear, consistently, that your CRM is hard to work with, you’ll need to come up with an alternative.
If you’re looking for a new CRM platform that performs exceptionally on mobile devices, consider trying one of SAP’s signature CRM platforms. Within weeks, your staff will be performing more efficiently, and morale in your mobile workforce will improve.