Mobile Services for Effective Crm

Mobile services for effective CRM

The purpose of this paper is to investigate the way different mobile services appeal to the usual customer of a company as well as the way they are currently used by the enterprises. By means of a qualitative and quantitative research, this analysis is trying to provide a better understanding of mobile services and the way companies try to understand the customer, having the focus on relationship development. The objectives proposed are related to the way people perceive different approaches that companies use as a modality to implement the relationship marketing principles. Through previous analysis of published articles on this subject, it was shown that the most preferred modality to communicate with clients was represented by SMS, different mobile applications, call centers, advertising and targeting different categories of clients. The acquired information at the end of this research demonstrates that the process of CRM implementation can be easy to use through mobile services if the goals of the company meet consumer’s needs, demands and interests.

Keywords: CRM, mobile services, relationship marketing

INTRODUCTION

Lately, customer relationship management has gained more and more popularity among business people and companies, as their awareness of the need of a competitive advantage has increased and they realized that the key to achieve this is to put the customer at the center of their business. This is a type of strategy that represents a starting point for many companies in creating long-term relationships with their clients (Blery and Michalakopoulos, 2006, p. 5). In the same time, the advancements in mobile phone industry enable companies to find new ways of doing business by meeting the higher demands and expectations of the customer. There are many types of mobile services that can be used, but because of their novelty, the methods should be properly investigated by companies in order to assess...