Last Saturday (July 16, 2011) Our R & D Director Naga Chokkanathan presented a session on “Pricing models for android enterprise applications” at Android Camp Bangalore (siliconindia.com/events-agenda/android-camp-Bangalore-AndroidCamp2011.html). Slides of that presentation can be viewed / downloaded here:
‘These are exciting times for CRM’ says Our senior CRM Expert Saurabh Gupta. He has combined many interesting trends and happenings in CRM space and gives us a peek into the future:
1. Social Capabilities to become Integrated
Social media will continue to dominate CRM discussions. Just think: All the news you can tweet to customers. Learning how to combine social networking platforms with customer service and sales operations. The impending dominance of Facebook messages. For 2011, also expect organizations to add Facebook and Twitter to their call center queues, treating them no differently than voice or email communications.
Not to forget expect an escalation of the social media war between Google and Facebook, which will have repercussions for which social media platforms organizations use to communicate with customers.
2. CRM vendors to add Personalized Services
In order to really differentiate from the pack, CRM vendors will switch from a product-oriented focus to a more service-based approach. We should call the new category SaS … “software AND services” and not SaaS, “software AS A Service.” Instead of simply selling a product, CRM vendors will begin to offer a list of value added services including adoption assistance, lead generation, best practices training. The impact of these services will establish a long-term partnership and ensure that the systems features are being properly optimized and adopted.
3. Sales Playbooks will Increase Close Rates
Taking a lead and converting it into a deal is a leap of faith with yesterday’s CRM systems. You will see leading CRM vendors begin to incorporate sales “playbooks” or “checklists” that highlight key steps in the sales process to help sales people sell more effectively.
Here’s what happens with traditional CRM systems: a lead comes in, the salesperson enters the data related to a company name, contact name, contact info, product they are interested in, price of product, identify the lead program the lead came from, prospect company revenue, industry, org chart and on and on. Your sales team may spend their entire day entering unlimited amounts of data about the lead. In 2011, CRM systems will become intelligent enough to help the sales reps figure out what to do next, and more importantly how to do it. Incorporating these playbooks will increase close rates on deals.
4. iPad In Every Stocking
2011 will be the year when CRM finally hits the mobile device and they will become the critical tool for companies of all sizes trying to gain a competitive edge in today’s marketplace. As a result, many organizations will make iPads, iPhones, Blackberrys and other smartphones a standard issue. e.g. Financial Times gave every employee a £300 ($480) rebate toward the purchase of an iPad.
5 SMB’s Totally Embrace The Cloud
SMB’s will realize what larger businesses have been seeing for many years, cloud computing is the future. SMB’s will realize the benefits of faster deployment, lower cost of ownership and allow them to focus on their core business. Cloud computing also gives them access to powerful applications such as CRM’s that are otherwise not possible to deploy in a smaller business without the need for a large IT organization.
6. Lifecycle ROI Management for Small Businesses is Possible
CRM systems will allow companies to take more holistic view of the ROI for an account. They will track the marketing cost, close rates, deal sizes, etc, allowing for automated reporting of the ROI for any campaign or account. Today, there are disconnected systems that do pieces of this. In 2011, it will become fully integrated into the CRM for small businesses. Additionally, sales and marketing executives will use the same CRM system to manage customer renewals, up-sell and cross-sell opportunities. This data will be automatically included in ROI calculations. The realities of the new economy have highlighted the importance of being able to effectively manage the entire lifecycle ROI calculation for a customer.
Supply Chain Management is the movement and storage of raw materials, work-in-process inventory, and finished goods from point of origin to point of consumption. One of our customers, a global consumer goods manufacturer wanted to record these transactions and the details of the new customers and Products. They required a solution that could help their Field Sales Reps handle their products/ customers more effectively in the real time scenario, using the power of mobile devices, when they are connected / disconnected with the World Wide Web.
To satisfy this requirement, CRMIT built a solution called mSCM (Mobile Supply Chain Management) for Android Phones. This focused on a simple use-case, “traveling inventory”. Means, staff collect inventory of all the sellable goods, and move in a vehicle, they visit various vendors / shops and collect orders, supply goods, collect cash / cheque payment, deposit them in bank, accept returns and so on. All these transactions are recorded in their mobile devices. Later when they are back in office and connected to a network, they can sync all these details with their centralized CRM system.
CRM++ mSCM provides the unique benefit of recording various supply transactions in a mobile device, and its synchronization module makes sure that the managers always get the big picture statistics, sense problems early and take corrective actions. mSCM comes pre-integrated with Oracle CRM On Demand, and it can be integrated with other CRM Solutions easily.
After launching mSCM for our client, we felt it is an extremely useful application for anyone using a traveling inventory scenario. Hence, we decided to release it as a free application in Android Market. You can download it here: https://market.android.com/details?id=crmit.scm.android
Contact us at firstname.lastname@example.org for any queries / issues / more details / customization needs.
This solution needs to be downloaded onto the mobile by the respective Field Sales Representatives. They can select their user name / password / currency during the first login.
The solution offers four modes as below:
mSCM has these important objects and can be customized according to the client requirements:
Silicon India is organizing the Android Camp in Bangaloreon 16th July, 2011. The camp will be attended by all the biggies in the Technology arena and the start-up companies. The main focal point of this camp is to:
- Build high-quality Android apps that will break through clutter and get noticed.
- Create in-house Android apps and link them to enterprise systems.
- Market their apps more effectively through the Android market.
This event has an elite panel of Speakers covering some of the most established apps developers and marketers in this domain. They are hands-on experts with real-world apps experience and know what it takes to succeed in the mobile marketplace. They will share their knowledge, insights and best practices to make this the best technical conference experience for our attendees at Android Camp.
CRMIT is proud to be part of this Android Camp, Our R & D Director Naga Chokkanathan will be delivering a session on “Pricing Models For Android Enterprise Applications”.
For more details and information click on the following URL. For registration contact Ms. Lakshmi: 08043112120
What is the role of Marketing Automation in CRM? What benefits it can bring? A primer from our Business Analyst Mr. Pratik Bajaj:
What an automation tool can offer could be mapped as:
1] Plan Effectively: Understand customer base and do market analysis using historical data. Get meaningful customer data and plan on the right approach to target the customers.
2] Budgeting: Appropriate budget allocations based on the Plans made earlier in terms of customer base and the marketing approach.
3] Campaign Management: Allows you to Create smarter campaigns. Allows you to track campaign’s responses, monitor results, Re-use successful campaigns and launch campaigns quickly.
4] Lead management: follow ups and converting leads into opportunities [A Robust CRM system would also offer this]
5] Analytics: Understand success of campaigns, Identify trends, concentration of business in different geographies.
What also needs to be looked into is:
1. To what extent would automation help the customer? Tracking responses of campaigns other than online ones still involves a lot of manual intervention. Hence, the automation could fail completely if the end users do not feed useful information back to the system.
2. Even a good analytics system could fail to provide meaningful information to the customer. Ex: It’s important for a ‘producer of goods’ to know where is his products sold less, rather than knowing where his products are sold more.
In my opinion, A marketing automation would be most beneficial in the following scenarios:
1] Customer retention
2] Extracting more business out of existing customers and build loyalty
3] Build stronger brand value with effective campaigns
4] Uncover hidden opportunities with the help of greater visibility of data.