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Charles Barratt of consultancy Mason looks at the use of mobile communications technology in the CRM function.
Selling on the spot - Part 1 | Part 2
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Charles Barratt: technology doesn’t build customer loyalty
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Customers today expect a rapid and personalised service in all interactions with a company, over any channel. Mobile CRM technology
(m-CRM) enables sales, service and other frontline staff to meet these expectations.
m-CRM allows e-business transactions to be performed on the spot at the customer’s location. And the key facilitator to the successful adoption of m-CRM is the handheld device – be it a personal digital assistant, mobile phone, Pocket PC or any device with either a web browser or thin client capability.
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Consultants' Advisory 2002
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