In last week’s post, we discussed how new technologies are transforming the CRM mobile landscape by affording organizations new opportunities to connect with clients and prospects across a variety of channels and devices. Continuing our “Future-Focused” blog series, today we’re taking a deeper look at the future of mobility, with a focus on designing high-impact user experiences across the customer journey, from browsing to buying.
It’s no secret that today’s consumer is connected. From activity trackers to smart watches, wearable devices mean users can literally take their technology with them wherever they go, and how well an organization adapts its offerings to accommodate that mobility will have a direct impact on how audiences accept, purchase, and use its products or services.
From display considerations, such as image resolutions, to development advancements that include responsive design techniques, companies are tweaking their traditional online presence to ensure a seamless transition from screen to screen, considering the myriad device use cases its audience might have to ensure their solutions are easily accessible and provide valuable content. The focus is no longer strictly on catering to device specifications, but serving users across unique contexts and environments, building in flexibility to account for broad range of ways consumers now interact with and use their mobile devices.
A successful CRM mobile strategy can bring your brand into places it never traveled before, reaching customers and bridging connections in strategic ways that boost your CRM investment and help you sell more quickly and with greater efficiency. Geolocation capabilities mean companies can now track shoppers’ movements via mobile phone signals, providing valuable business intelligence data that can be analyzed to discern shopper preferences, behavior, and buying patterns. Additionally, beacon technology lets marketers send push notifications to shoppers when they’re in or near a store, personalized to notify them of current promotions or other relevant data.
While your ecommerce and marketing departments may be prime mobile players, its also important to ensure all functional groups across your organization, including IT and customer service, are aligned on the same goals—to connect mobile strategies with thoughtful technology investments that ultimately create robust and user-friendly consumer experiences. Such centralization not only reduces confusion and helps keep everyone on the same page, it ensures the products you create and the services you offer are all aligned with your overall mission and objectives, leading to richer customer interactions and boosting your bottom line.
Tune in next week to learn more about specific innovations in geolocation technologies, specifically new apps that make it easier than ever to identify and track prospects, as well as the importance of transparency and trust in their deployment. In the meantime, to learn more about these new technologies and how our seasoned CRM consultants can deliver this functionality to your business, please contact any member of our consulting team at [email protected]. We also encourage you to contact Tokara’s VP of Business Development, Mark Fillingim, directly at +1 972-719-0213.
Sources:
CRM Trends, “Top 5 CRM Trends for 2015,” http://www.crmtrends.com/crm.html
Gartner, “Gartner Identifies the Top 10 Strategic Technology Trends for 2015,” October 8, 2014, http://www.gartner.com/newsroom/id/2867917
Leggett, Kate, “Forrester’s Top Trends For Customer Service In 2014,” Forrester, January 13, 2014, http://blogs.forrester.com/kate_leggett/14-01-13-forresters_top_trends_for_customer_service_in_2014
NOTE FROM THE PRESIDENT
