Potential of Mobile Applications in CRM

A practice-oriented approach to the implementation of mobile CRM strategies

Thèse de Bachelor , 2013 , 67 Pages , Note: 2,3

Gestion d'entreprise - marketing en ligne et marketing hors ligne

A practice-oriented approach to the implementation of mobile devices and mobile CRM strategies into the current service-infrastructure of companies dealing with high complexity in CRM. Mobile is everywhere and it´s constantly growing. News are preferably read on the phone, shopping is done via iPad and the travel business has become a highly dynamic patchwork of mobile and online services. The customer has a choice - make it easy to be chosen!

"[…] Data is ubiquitous and cheap, analytical ability is scarce... The sexiest job in the next ten years will be statistician.” (Quote: Google´s Chief Economist, Hal Varian)
"[…] it is essential for companies to act, not to react, predicting, not observing market developments, in order to ensure future success."
"A company needs to manage customer relations instead of products."

Inhaltsverzeichnis (Table of Contents)

• List of Abbreviations
• List of Figures
• Definitions
• Introduction
• Executive Summary
• Background And Methodology
• CRM And The Information Society
  • Main Objectives For Implementing CRM
  • Impact Of CRM On Business Success
  • The Stages Of Customer Orientation
• Developments and Trends in CRM
  • Target Marketing Or "Targeting"
  • Social Media
  • Mobile Devices and Mobile Internet
  • Self-Service
  • Big Data
  • Gamification
  • Consequences
    • Multi-Channel
    • Customer Experience
    • Push to Pull
• Mobile Applications in CRM
  • Definition of Mobile Applications
    • Native App
    • Web App
    • Hybrid App
  • Facebook Connect
  • Company Goals & Desired Outcomes
  • External CSPs (Customer Service Processes)
    • General Information Service
    • Marketing/ Company Branding
    • Differentiation, Competitiveness & Customer Loyalty
    • Customer Data Sourcing
  • Internal CSPs
    • Quantity & Availability of Information
    • Information Speed
• Conclusion Of Findings
  • Benefits Of Mobile Applications In CRM
    • Improve Marketing Efficiency
    • Increase Service Efficiency And Reduce Costs
    • Increasing Sales
    • High Quality Customer Data
  • Obstacles For Using Mobile Applications In CRM
    • Technical Infrastructure And Know-How
    • Data Protection Legislation
  • Critics
    • Alleged Objectivity
    • "Transparent" Customers
• The Future Of CRM
  • Technological Developments
  • Mobile Market
  • Social Changes

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis aims to explore the potential of mobile applications in CRM, with a particular focus on their practical implementation within companies dealing with high complexity in customer relationship management (CRM). It investigates how mobile devices and mobile CRM strategies can be integrated into existing service infrastructure to enhance efficiency and customer satisfaction.

• The role of mobile applications in CRM and their impact on customer relationships
• The integration of mobile devices and mobile CRM strategies into existing service infrastructure
• The benefits and challenges of utilizing mobile applications in CRM
• The future of CRM in light of technological advancements and evolving customer expectations
• The importance of data protection and ethical considerations in the use of mobile applications in CRM

Zusammenfassung der Kapitel (Chapter Summaries)

The thesis begins with an introduction outlining the importance of managing customer relations and the growing role of mobile applications in today's information society. Chapter 3 delves into the background and methodology used for the research, providing the framework for the subsequent analysis. Chapter 4 explores the concept of CRM and its impact on business success, examining the key objectives and stages of customer orientation. Chapter 5 analyzes emerging trends in CRM, including social media, mobile devices, big data, and gamification, highlighting their implications for customer engagement and service delivery. Chapter 6 focuses on the specific application of mobile devices within CRM, defining different types of mobile applications and their potential benefits for companies. Chapter 7 examines the benefits and obstacles of implementing mobile applications in CRM, discussing the technical infrastructure, data protection, and ethical considerations involved. Finally, the thesis concludes with a forward-looking perspective on the future of CRM, considering the ongoing technological developments, evolving mobile market, and social changes that will shape the industry.

Schlüsselwörter (Keywords)

This thesis focuses on the following key concepts: mobile applications, CRM, customer relationship management, mobile devices, service infrastructure, customer orientation, social media, big data, data protection, ethical considerations, technological advancements, and the future of CRM.

• Université: International Business School Nürnberg
• Cours: International Business & Management - Potential of Mobile Applications in CRM
• Note: 2,3
• Auteur: Tobias Herscher (Auteur)
• Année de publication: 2013
• Pages: 67
• N° de catalogue: V302503
• ISBN (ebook): 9783668031036
• ISBN (Livre): 9783668031043
• Langue: anglais
• mots-clé: CRM, Customer Relationship Management, Mobile Applications, Mobile CRM, CRM Applications, Use Case Analysis, Use Cases, Business Development, CRM Strategy, Customer Service, Self-Service, Customer Self Service, CSS, Business Models, Innovation, CS, Customer Service Management, Mobile Service, Beschwerdemanagement, Kundenservice, Service Management