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Mobile and social capabilities boost CRM investment returns – study

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12th Mar 2012
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Organisations can significantly increase returns on their CRM investments by adding mobile and social capabilities, particularly for sales people, according to new research.

Nucleus Research surveyed 223 CRM decision makers and found an average productivity gain of 14.6% from mobile capabilities and 11.8% from social CRM.

Whilst salespeople have used mobile devices for some time, the report claims that the 14.6% increase is driven by the development of custom, device-specific applications that take advantage of the form factors of individual devices.

According to the report, vendors and consultants are increasingly delivering task-specific, role- and vertical-based views of mobile CRM data that make it easier for salespeople to go beyond updating their pipeline via their smart phone.

Early adopters of social CRM have recognised clear benefits, such as increased visibility and productivity, said Nucleus. The technology research and advisory services company claimed the 11.8% productivity is high and predicted adoption of social CRM, particularly by salespeople, to grow not just in real numbers, but also in frequency of activity as users become more aware of the technology’s capabilities and as vendors’ offerings mature.

Rebecca Wettemann from Nucleus Research said: “Given the relatively low price point of many mobile CRM applications and the fact that most social capabilities are bundled into CRM at no additional per-user price, organisations that do not explore mobile and social strategies are likely to lose competitive advantage in 2012 to those competitors that do embrace these technologies.” 

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