Customer Relationship Management (CRM) is an approach to manage corporations. The quality of a CRM system depends on the quality of interaction and of the individual modules in their own right. Customers are relying with increasing frequency on mobile CRM. This means that communication tools from mobile marketing, in particular, are being used for implementing CRM.
arvato mobile offers its customers mature modules for the realization of a CRM system that focuses mainly on the mobile aspect. Components of the mCRM (mobile Customer Relationship Management) concept are:
Application
The advantages must be communicated to users through advertising measures. All channels – from TV and print to SMS advertising – can be used for this purpose. Good devices for the advertising could be, for example, free SMS quotas, free mobile games or MMS greetings.
Registration
The incentive decides. Users opt for registration if they gain advantage from it. Value-added can be generated from a mixture of information, entertainment and monetary incentives such as discounts or bonuses.
The registration process in which the user enters his or her data is completed using a web interface or by SMS. It is important to choose a so-called double opt-in procedure so that maximum security and integrity in the handling of customer data are guaranteed. For this purpose, users must approve their data again after logging on. To do this they receive an e-mail or SMS that they have to confirm.
Database
The physical heart of each and every CRM system is the customer database in which all of the available user data are administered. The more users reveal about themselves, the more accurately individual user-related measures can then be derived for customer bonding purposes.
The database is used not only to administer the data, but also to steer and manage the campaigns. The database supplies extensive reporting and controlling functions. All measures, together with the reactions of users to them, are documented via the customer database. This means that over time, there develops a better picture of what measures are perceived positively by individual users and what measures generate little response or none at all. Future campaigns are then structured accordingly.
Value-added/Mobile content
The conceptual heart constitutes the content that users are offered as part of the CRM program. In the case of MCRM, this is content which is geared particularly towards mobile communication with the user in question:
- Entertainment/Fun:
wallpaper, screensavers, themes, games, music … for mobile phones - Infotainment:
product and company info (e.g. with regional targeting), sponsored info (e.g. sports news presented by …), coupons, discounts, … - Mobile goodies:
free SMS, sweepstakes (also with QR code), competitions, … - Viral tools:
MMS greeting cards, send-a-friend mechanisms, …
Communication
Communication with users is carried out by means of an MCRM program via SMS, MMS, and increasingly the mobile Internet.
The individual technical components of an MCRM concept and the content of “mobile communication” are just two of the conditions necessary for the success of an mCRM system. The real “secret” lies in analyzing the behaviour and reactions of users and deriving suitable measures that keep individual users feeling that they are getting real value-added from participation in the program (customer club or suchlike). The basic prerequisite of this is a target-group-specific approach in line with the user’s age, gender, and interests, combined with suitable content.
arvato mobile offers both:- In addition to our technical competence in realizing and supporting systems like this, we also have the necessary content and communication tools at our disposal.
- In particular, though, arvato mobile has years of experience in conceptual advice and support for MCRM programs. This experience is crucial to the long-term success or failure of such a program!
In other respects it’s success that can be measured: customer bonding is not an end in itself. It demonstrably leads to higher sales per user as a result of more frequent and more sizeable purchasing processes. Get in touch with us (b2b.newsletter@arvato-mobile.de)!
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