Mobile Customer Relationship Management Research Articles

Mobile customer relationship management: underlying issues and challenges

PurposeThe purpose of this study is twofold. First, in order to guarantee a coherent discussion about mobile customer relationship management (mCRM), this paper presents a conceptualization of mCRM delineating its unique characteristics. Second, the authors develop the empirically grounded framework of the underlying issues in the initiation of mCRM.Design/methodology/approachA single‐case‐study method is used for the empirical component of the study in order to gain a holistic view of the case and access to latent and confidential information of the company under scrutiny. Semi‐structured interviews of the key informants of the company form the main data source through which the issues are identified and the proposed framework is built.FindingsThe proposed framework identifies issues that can be divided into three categories (exogenous, endogenous and mCRM‐specific) the company has to take into account when moving towards mCRM.Research limitations/implicationsSince, this is a single‐case study the findings cannot be generalized and used in other contexts without reservation.Practical implicationsWhen planning to initiate mCRM, the illustrated framework includes all the vital issues that should be considered and serves as a preliminary guideline from which to approach mobile CRM.Originality/valueThis paper shed light on the emerging phenomenon known as mCRM.

Mobile customer relationship management: an exploratory analysis of Italian applications

PurposeThe paper's aims are to estimate the size of the Italian market for mobile customer relationship management (mCRM) services and to try to evaluate some benefits that can be obtained through the use of mCRM applications by companies.Design/methodology/approachThe research involved a census of mCRM applications in order to construct a typology of mCRM applications being used and the analysis of some case studies to assess the impact of such applications on the perspective adopted by the company. This second phase involved interviews with managers of the companies.FindingsIn 2005, 1,077 mCRM services were used by 405 companies in Italy. The main benefits found were the improvement of customer satisfaction, an increase in the efficiency of internal processes and an increase in revenue.Research limitations/implicationsThe present research considers only Italian services based on data and not on voice. Future research will be required to investigate end‐user needs and wants (which are not treated in this paper) and to make a comparison between the Italian market and other markets.Practical implicationsThis research is the first step towards the generation of a systematic study of mCRM applications and their future development. The hope is that other companies could benefit from the use of these kinds of technologies.Originality/valueThe present research focuses upon companies that give a strategic role to their relationship with customers. The results provide a systematic typology of current services for those companies that do not know about opportunities offered by the mobile channel.

Mobile customer relationship management: foundations, challenges and solutions

Mobile customer relationship management: foundations, challenges and solutions

Mobilizing customer relationship management

PurposeThe bursting of the e‐bubble affected expectations with regard to mobile initiatives and willingness to invest in them very negatively. Business managers request detailed and thorough analyses prior to engaging in mobile initiatives. The paper aims to present a method, with which mobile business can be introduced to the customer relationship management (CRM) field.Design/methodology/approachThe paper follows the design science paradigm as outlined by March and Smith, and Hevner et al.FindingsThe findings provide a framework for the definition of a mobile CRM strategy derived from the corporate strategy, suggest a method for the identification and exploitation of the mobilization potential in CRM processes in line with the strategy, and provide guidance for the design of mobile information systems to support these processes.Research limitations/implicationsThe proposed method extends the body of available methods with a method for the introduction of mobile ISs into marketing, sales and service organizations. As design research, it does not strive for statistical generalization. The level of detail given in the elements of the method is to be increased in further research.Practical implicationsThe method helps to reduce risk and uncertainty of mobile CRM initiatives, since it provides a structured and consistent procedure for the definition of goals, the identification of potentials for the fulfillment of these goals as well as recommendations for the systematic exploitation of these potentials.Originality/valueWith the application of this structured method, an organization should be able to avoid the pitfalls of technology‐driven information technology initiatives which various companies have experienced, particularly with mobile technologies.

Do Mobile CRM Services Appeal to Loyalty Program Customers?

Not until very recently has mobile phone technology become sophisticated enough to allow more complex customized programs, which enable companies to offer new services to customers as part of customer relationship management (CRM) programs. In order to enhance customer rela-tionships and to be adopted by customers, new mobile services need to be perceived as valuable additions to existing services. The purpose of this study was to investigate the appeal of new mobile CRM services to airline customers. An empirical study was conducted among loyalty program customers (frequent flyers) of an airline that was considering using MIDlet applica-tions in order to add new mobile services to enhance customer relationships. The results show that customers do not yet seem to be ready to fully embrace new mobile applications. Although the services appeared to slightly improve customers’ image of the airline, the services did not seem to enhance their loyalty towards it. However, customers who already used sophisticated mobile services, such as the Mobile Internet, had a significantly more positive attitude towards the proposed services. Thus the success of mobile CRM seems closely linked with customers’ readiness to use existing mobile services. Before engaging in costly new investments, companies need to take this factor into serious consideration.

Mobile Customer Relationship Management: a communication perspective

Although communication has been investigated within relationship-oriented contexts, studies concerning communication within Customer Relationship Management (CRM) are scarce, especially when customer relationships are managed with the aid of the mobile medium. The purpose of this study is to increase general understanding of communication within the mobile context, in which the communicating parties are connected through the mobile medium. The authors present a model of the communication process within the mobile context based on a case study. The main results of the study indicate that the communication process within the mobile context differs significantly from the process through traditional channels.

Enhancing e-CRM in the insurance industry by mobile e-services

With customers increasingly demanding full-scale solutions, insurance companies are more and more forced to continuously increase their portfolio of products and services. As customers also expect high quality and variety of services when needed, insurance companies have to find ways to present the right service at the right moment and with the right quality. An approach how to develop e-services and plan customer contacts with the usage of mobile technology is presented. Aspects of mobile customer relationship management in the insurance industry are described first. After that a method for developing and planning service-contacts using mobile technology is introduced.