CRM has grown tremendously over the last decade. From a technology perspective, CRM has evolved considerably to better help companies meet the needs of their customers. This process of maturity has resulted in increased customer service expectations and frequent changes in customer tastes on the part of consumers.

In large part, the changes that have occurred with CRM are the result of the growing (and already established) use of smart mobile devices among users. A recent survey conducted by Samsung indicates that the smartphone has been the technological tool that has had the most positive impact on the performance of workers, even over the use of desktops and laptops.

These factors point directly to a CRM designed for mobile. Here are some compelling reasons why a company should consider a mobile CRM.

• Increased efficiency and productivity.

These days it is essential for the sales team to work from their cell phones. It is estimated that salespeople who use CRM from a cell phone increase their productivity by at least 15% because it is a much more efficient way of working. Salespeople who spend a large part of their day in the field can perform most of their tasks from their cell phones, which means that they do not have to return to the office to receive or deliver any type of information. This has an impact on salespeople who spend most of their time selling and not finding or entering new information, tasks that can be performed from any location with a smartphone.

The mobile version of CRM allows you to assign an urgent visit to the executive who is closest to a certain location, as well as massively notify the sales team about a new offer or any kind of news.

• Improve customer experience.

At their core, CRMs are designed to generate better business experiences for customers and to meet their needs more quickly and efficiently. Mobile CRM enables better customer service. Companies already using mobile CRM have noticed the increase in customer demand, as the quality of the service delivered is a key point in the customer's purchasing decision.

Mobile CRM generates salespeople who are better able to meet the needs and demands of customers. It allows immediate attention to any doubt or concern of the customer, since in a much more efficient way the salesperson can respond to any requirement without space or time limitations. A quotation or an order can be made immediately, without the need to return to the office and losing valuable hours for the customer.

Salespeople can also have access to all product manuals and specifications, information that is essential for customer decision making.

• Access to updated and more accurate information.

One of the biggest reasons to adopt a mobile CRM system is the availability of up-to-date and accurate customer information anytime, anywhere. By running the CRM in real time, you can be sure that customer records are up to date with the latest changes made to the business-customer relationship. A salesperson will be able to have access to all business transactions including payment methods.

Mobile CRM allows a salesperson to quickly check the updated catalog or review stock online. Therefore, he will not be burdened with outdated paper catalogs regarding new or discontinued products or price changes. Product stock can also be accessed online.

Another benefit of using a mobile platform is the visualization and collection of information. Mobile interfaces are often even cleaner than desktop interfaces because of their smaller size, delivering clearer and more accurate information. The result of this will be that salespeople will make fewer errors, as they will be able to make better decisions.

So the question is: do you really need a mobile CRM? The answer is this, if you don't want to fall behind your competitors, YES. Mobile CRM is vital to stay competitive in today's marketplace and a company that does not take into account the advantages of a mobile platform will be at a distinct disadvantage.

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