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Using Mobile CRM to Drive User Engagement and User Adoption

Your sales team’s expectations are changing with evolving mobile technologies.

Take a quick look at the role that mobile devices play in their personal lives and take notes. We’d bet that a majority of your team uses their phone to complete tasks that increase productivity and save them time. It’s never been easier to pay bills, book flights, and set that painful reminder for a dentist appointment with just a few swipes, taps, and submits. Field teams are demanding new ways to be productive on the road and if your CRM solution doesn’t meet, or better yet exceed, these expectations… you won’t get the adoption you’re expecting. 

Mobile CRM applications can help you drive user engagement and user adoption like never before. Take advantage of the unique opportunity that these tools present, and build your team an app that gives them access to the information they need, when they need it, in a way they want to receive it.

Mobile CRM and User Engagement

Building a mobile CRM application for your organization gives you the opportunity to capitalize on internal excitement that can come with a new launch. Imagine two very different, but very real, scenarios for rolling out your future CRM system.

Scenario 1:

You are in a conference room that is filled to the brim with your sales team who are uncomfortably itching in their seats. They’ve noticed that there are 50 slides in your onboarding PowerPoint presentation and everyone looks to their lap where they try to inconspicuously reply to emails, on their phone. If you’re lucky, you have 50% of the room’s attention. You’ve spent months building your CRM and the group’s response is lackluster at best. From the point of unveiling, you’ll have to deliver solely on productivity and user value (you did focus on those during your design and implementation, right?) in order to achieve a successful adoption.

Scenario 2:

You are in a conference room that is filled to the brim with your sales team who are relieved to hear there won’t be an onboarding PowerPoint presentation. You begin the unveiling of your CRM by distributing an iPad Air to each member of your team with CRM/business applications that will help them close more business.

If you hand your end users a tablet, preconfigured with the tools they need, they are far more likely to take you seriously. Who wouldn’t love a shiny new toy that could help them do their job more efficiently?

The device handoff approach is far more effective than sending out an email announcement with a link to your CRM log-in. Trust us, we’ve seen both scenarios unfold and there’s no surprise as to which inspires greater end user excitement and engagement.

Mobile CRM and User Adoption

But the excitement that comes with a new CRM system and the corresponding device will eventually wear off. How can you use your mobile app to keep users engaged to the point that they consistently use the system?

Build or enable tools that truly serves their needs. Building value should be at the core of your project and without it, your users will stop using your app before eventually deleting it.

One way to make sure this doesn’t happen is to invest in customization.

A custom application will help you build an app for your user, not your data. Mobile CRM applications cannot do everything a web version can and it doesn’t need to. The goal is not to rewrite your existing CRM for mobility, but rather distinguish a new hierarchy of activities that your team needs access to on their phone or tablet.

Take the time to pinpoint the 2-3 key things that your mobile CRM application needs to be able to tackle. Minimize the complexity of your mobile CRM application by focusing on the key tasks your end users need to do on the day-to-day. If you can build your team an app that continues to solve their problems in a more efficient way, you create the best possible opportunity for user adoption.

One more thing. Choosing the right device is an important decision you need to make to maximize the value of your mobile CRM application. Outline the tasks your users need to perform and then align these tasks with the native components of different devices. Matching the device capabilities with your users needs will help you build the most effective product.

Want to learn more about Mobile CRM applications, user engagement, and user adoption? Contact us to see how you can create meaningful experiences for your users, which can positively impact the adoption and effectiveness of your CRM.

Topics: Enterprise Mobility