In modern business environments, most company management acknowledge that customers are the heart of their business and that the company’s overall success depends on successfully building, harnessing and maintaining relationships with its customers.
The concept of Customer Relationship Management (CRM) for example – has always been to enhance the company’s ability to achieve the ultimate goal of retaining customers and to gain a strategic competitive advantage over its competitors.
Modern mobile innovations provides organisations with extraordinary opportunities to build and extend their businesses onto mobile devices which ultimately can help them leverage untapped markets to conduct business and (maybe) a potential cash cow.
Since mobility implies portability; this means that, organisations who can at least migrate or initiate a mobile division purely for the mobile platforms, should be able to maintain a real-time contact with their users from any location they happen to be in. This distinctive feature allows to break geographical boundaries and of time, which in most cases, is a constraint for many companies.
According to Nguyen, Sherif & Newby, who in 2007, published a research paper entitled “Strategies for successful CRM implementation” which can be viewed here, they suggest that the key value-added attributes that drive the development of a mobile business include the following in brief:
Ubiquity: The availability of any products or services at any location at any given time.
Convenience: Users can operate the wireless devices in any environments.
Instant connectivity: Connections are available quickly and easily at anytime and anywhere.
Personalization: The ability to customize the information to the customers.
Localization of products and services: Knowing the exact locations of the customers to offer product or services information is the key factors to success.