Mobile CRM: benefits and tools to support your sales force
A mobile version of CRM software, a mobile CRM application is a driver of agility in customer relationship management. By synchronising customer data between mobile terminals and the company's global CRM platform, it offers real competitive advantages: real-time customer follow-up, alert management of sales opportunities, etc.
The result: mobile CRM increases the sales effectiveness of field teams, and therefore sales.
Would you like to benefit from the advantages described above to boost the efficiency of your sales force?
Discover all the benefits of mobile CRM, our selection of mobile CRM solutions and a complementary field application, then choose the one best suited to your company's needs.
Mobile CRM: definition
Before explaining the benefits of mobile CRM, we need to give you a precise definition.
CRM is...
CRM (an acronym for customer relationship management) is a strategy and a set of processes designed to optimise customer relations.
From this point of view, a CRM tool is defined as a device for managing this relationship with customers and prospects, using a multi-channel approach.
This is why marketing tools, particularly marketing automation, can be integrated into CRM software.
... mobile
Also known as M-CRM, mobile CRM can be defined as all the applications and tools developed for a mobile terminal (tablet or smartphone) and designed to manage CRM activity.
This focus on mobile implies specific functionalities and ergonomics, taking into account, for example, the use of SMS or the responsive nature of the interface.
Advantages of mobile CRM
The rise of the mobile
The use of the internet on smartphones has become increasingly widespread. In fact, in 2019, 75% of French people will be mobile internet users. What's more, 88% of French people use the mobile internet every day, and this figure is rising all the time (source: francenum.gouv.fr).
The use of mobile phones to manage CRM actions is therefore in line with this trend. It provides users with a tool offering them the opportunity to navigate from mobile to desktop, depending on their needs and the context (most mobile CRMs are applications associated with the main software).
Team mobility
M-CRM has one major advantage, particularly for sales staff: it allows them to work in mobile situations .
Whether they're in a hotel, on a train or waiting for an appointment, mobile CRM gives teams access to customer and company data from anywhere. What's more, most applications work offline.
What's more, most applications work offline, providing teams with features that are useful in mobile situations. For example
- the collaborative personal diary: wherever they are, mobile employees can easily organise their appointments and their day, in line with the company's needs;
- the click-to-call function: often integrated into appointment management, this saves precious time when a customer or prospect needs to be contacted.
Result: optimised working time.
Actions in real time
Another advantage: thanks to mobile CRM, information is up to date and available at the speed of a click. Teams can consult all their CRM data in real time, enabling them to respond more quickly to customer needs.
Sales staff, meanwhile, can secure additional sales opportunities by prioritising their actions more intelligently when they're out in the field. At the same time, they can improve customer follow-up by rapidly transmitting key information to the teams on the ground.
Customer satisfaction
The success of a CRM strategy depends to a large extent on optimising the customer experience. And customers are becoming increasingly sensitive to the speed with which their requirements are met.
Thanks to the responsiveness and flexibility of mobile CRM, customers can easily access the information and services they need. Sales staff are better able to offer products that meet their needs (and the company's profits). At the same time, any problems encountered by customers are passed on in real time to the in-house support teams.
Geolocation
Because they're constantly visiting customers, sales staff don't always know the easiest way to get to their appointments.
Many mobile CRM applications offer a quick route planner based on Google Maps.
By entering a destination, the software can also suggest the various contacts nearby or on the route, as well as the most appropriate itinerary.
A mobile CRM with geolocation capabilities means that sales reps can :
- bounce back more flexibly if an appointment lasts less time than planned, or if another is rescheduled at the last minute ;
- cover their sector more effectively. Using queries, they segment the data according to their criteria. As a result, dots - or push pins - appear on the map in distinct colours: a colour to distinguish hot prospects from current customers, or a symbol to represent the time elapsed since the last contact was made.
Profitability for the company
Finally, by giving employees the opportunity to work on their mobiles, the company can be sure of "losing" fewer working hours.
67% of companies are seeing productivity gains thanks to the use of mobile devices.
cegid.com
As we have seen, thanks to the remote connection, teams on the move can continue to work even when they are in transit between appointments. This gain in productivity, combined with increased customer satisfaction, is invaluable for your company's profitability, and therefore sales.
Are you attracted by the many advantages of M-CRM and the business opportunities it opens up?
Find the mobile CRM application that will serve your business ambitions from the selection below.
Comparison of mobile CRM solutions
Choosing a free mobile CRM
Before you take the plunge, perhaps you're considering free mobile CRM solutions?
The good news is that this type of tool does exist, although being free implies a limit in terms of functionality and/or number of users. Zoho CRM, for example, offers a free version for up to three users.
In addition, companies looking for a free mobile CRM can turn to open source CRMs, such as Crème CRM, a complete free software package developed in Marseille.
Finally, note that you can try out the M-CRMs listed in the following comparison free of charge.
Divalto weavy
Divalto weavy is a CRM offering all the tools needed for complete customer relationship management, from prospecting to after-sales service, even on the move. Its leitmotiv: to give salespeople back the time to sell and reduce time-consuming tasks.
Some of the advantages of Divalto weavy :
- the tool connects to all ERP systems on the market and enables sales KPIs to be tracked for 360° sales management;
- It provides mobile access to all essential data (customer files, order history, stocks, catalogues, etc.);
- it enables orders to be taken, visit reports and sales action plans to be produced from the field, as well as electronic signatures.
Who it's for: SMEs and SMBs, with 15 or more users.
Demonstration on request.
divalto weavy
Kizeo Forms
A mobile application that complements your CRM, Kizeo Forms is a practical solution for creating all kinds of customised forms, particularly for customer visit reports. Thanks to its API, you can transfer all the information collected in the field to your CRM.
Some of the advantages of Kizeo Forms :
- the creation of personalised contact sheets, reports and minutes by simply dragging and dropping, with mandatory fields defined ;
- Gather rich and varied information thanks to geolocation and the possibility of adding files such as photos;
- easier data entry and feedback, with an application designed for users in the field.
Who it's for: any type of company with field operations.
Free 15-day trial.
Kizeo Forms
Lead CRM Vocal
Suitable for both B-to-B and B-to-C, the mobile version of Lead CRM Vocal focuses on sales and prospecting. As a result, it only offers functions that are useful in this respect, so that sales forces can concentrate on their core missions.
Some advantages of Lead Crm Vocal :
- the tool's voice recognition enables sales reps to write reports more easily when they leave the customer's premises;
- the Google Maps itinerary is displayed at the click of a button to take them to the prospect's or customer's address;
- live sharing of information and comments with other users saves time when prospecting.
Who it's for: freelancers and small businesses.
Free trial for one year, limited to 500 contact records and 50 actions.
Oryanoo CRM
Oryanoo CRM is a tool dedicated to customer relations and sales force efficiency, particularly suited to multi-site and international companies. It enables the management of sales and marketing actions, and offers teams a collaborative environment thanks to the forum and document sharing.
Some of the advantages of Oryanoo CRM :
- very broad functional coverage, including stock management, customer support and finance, at an affordable price ;
- it is directly connected to a Web Map Services (WMS) editor for exporting and displaying both the itinerary and useful information: contact details, contact sheets, etc. ;
- it includes calendar sharing, a useful gateway for optimising your own actions and adapting them to those of your colleagues.
For whom: large organisations with several entities.
Free 30-day trial.
Oryanoo CRM
Pipedrive
Pipedrive CRM for sales and sales pipeline management offers a mobile version. This means that sales reps can monitor and develop their opportunities wherever they are.
Some of the advantages of Pipedrive :
- possible integration with a number of mobile applications (Google and Microsoft calendars, Slack, Asana, etc.) optimises the work of teams;
- the ergonomic interface highlights the activities and messages that need to be dealt with first, so it's easy to organise working time when you're on the move;
- the "Nearby" function displays the nearest contacts, so sales staff can seize business opportunities by arranging spontaneous meetings.
Who it's for: all types of businesses.
14-day free trial.
Pipedrive
Salesforce
The Salesforce suite of solutions is a powerful CRM with features such as contact management, sales opportunities and mass emailing. Take advantage on the move with the mobile application.
Some of the advantages of Salesforce :
- mobile employees can manage their business thanks to access to all types of dashboard (customer service, marketing, sales, etc.);
- The tool offers a high degree of customisation: you can add your own business applications, customised actions or even Salesforce AppExchange applications;
- the ability to open, edit and share Office documents from the mobile application.
Who it's for: all types of businesses.
Free 30-day trial.
Salesforce Sales Cloud
Yuto
Yuto is a connected mobile CRM tailored to the needs of salespeople. Among other features, it includes quotation, order-taking and sales call reporting functions.
Some of the advantages of Yuto :
- the tool adapts to the time constraints of sales reps when prospecting, thanks, for example, to order-taking in less than two minutes or voice note-taking;
- Yuto interfaces with the sales management system and replicates the ERP (Enterprise Resource Planning) environment;
- the application proactively solicits information from your sales force, leaving them to concentrate on their higher value-added tasks.
For whom: SMEs.
14-day free trial.
Yuto
Zoho CRM
Zoho CRM is part of a complete software suite (professional e-mail, office tools, etc.). Available in a mobile version, it supports teams in managing prospects and offers in the sales pipeline.
Some of the benefits of Zoho CRM :
- Zia, the artificial intelligence solution, supports mobile teams: details of an appointment, changing the status of a transaction, calling a customer, adding notes, etc. ;
- the Flux module keeps everyone in the company informed in real time of the progress of all employees;
- Zoho's CRM application is easy and intuitive to use, and can be customised to give sales staff the clearest possible overview of the tasks ahead.
For whom: for all types of business.
Free 14-day trial. As mentioned above, you can also test the free edition for up to three users.
Zoho CRM
Manage your sales activity on the move
Proximity, efficiency and competitiveness: your mobile teams have to rise to this daily challenge if they are to attract new customers and continue to satisfy existing ones.
In this context, it's becoming essential to unite all your sales forces around a common tool capable of providing the best possible service. And mobile CRM serves this ambition by enabling you to anticipate opportunities and draw on relevant information instantly.
There is a wide range of M-CRM products on offer, so it's up to you to choose the tool that best suits the size of your business and your budget. Your business needs obviously also come into the equation: ERP functionality, integration with other applications, marketing needs, focus on prospecting... there's a mobile CRM for every objective and business strategy!
What's yours? Share your experience with us in the comments.
Article translated from French