Despite their benefits on demand crm systems have

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Despite their benefits, on-demand CRM systems have potential problems. First, the vendor could prove to be unreliable, in which case the company would have no CRM functionality at all. Second, hosted software is difficult or impossible to modify, and only the vendor can upgrade it. Third, vendor-hosted CRM software may be difficult to integrate with the organization's existing software. Finally, giving strategic customer data to vendors always carries risks. Mobile CRM Systems A mobile CRM system is an interactive system that enables an organization to conduct communications related to sales, marketing, and customer service activities through a mobile medium for the purpose of building and maintaining relationships with its customers. Simply put, mobile CRM systems involve interacting directly with consumers through portable devices such as smartphones. Many forward-thinking companies believe that mobile CRM systems have tremendous potential to create personalized customer relationships that may be accessed anywhere and at any time. In fact, the potential opportunities provided through mobile marketing appear so rich that many companies already have identified mobile CRM systems as a cornerstone of their future marketing activities. IT's About Business 11.4 discusses a mobile CRM application at the Nutricia. [about business] 11.4 Mobile CRM at Nutricia A unit of the international food company Danone ( ), Nutricia ( ) develops, markets, and sells medical nutrition for people who are sick or who need extra energy. The company records most of its sales in Europe, but it is expanding its services throughout the world. Nutricia interacts with many stakeholders, including government organizations, nursing homes, hospitals, doctors, pharmacies, and patients. One of Nutricia's greatest challenges is government regulation. The company must obtain government approval for its products so that users can be eligible for government reimbursement. The company must also manage its wide geographic reach. Its sales and customer service representatives must cover a great deal of territory, and they need tools to help them work efficiently. Nutricia had an existing CRM system that was
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unable to keep up with the rapid changes in the company's regulatory environment. The old system was not user friendly and did not supply a 360-degree view of its customers. Consequently, only 20 percent of the firm's agents utilized it. Compounding this problem was the fact that most of Nutricia's field staff are former nurses who are unaccustomed to working with computers. Nutricia decided to implement CWR Mobile CRM ( ) because the software matched the company's demanding requirements. Nutricia found that using mobile devices instead of notebook computers improved the quality of the conversation between the field agent and the doctor by removing the physical barrier of the computer screen. Some agents also used their smartphones to record parts of their conversations with physicians (with permission). By adding the audio file directly from the
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  • Spring '08
  • Vlas
  • Customer relationship management, crm systems

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