The net benefits of Mobile Customer Relationship Management

Abstract: The purpose of our study is to gain better understanding on the net benefits of Mobile Customer Relationship Management (mCRM) from the perspectives of suppliers, resellers and customers. By studying and comparing different views of supplier, reseller and customer, we are interested to investigate if the implementation of mCRM will deliver the net benefits to an organization as its marketing message states, e.g. enhanced productivity, performance, profits and build customer intimacy. The research question is 'Which net benefits can usage of mCRM give the users?'. The sub questions are 'In which way has mCRM changed the way of working?', ' How can mCRM help to improve user satisfaction?' and 'How do the answers differ in the various roles of the value system?' The DeLone and McLean IS Success Revisited model from 2003 and the value system by Porter (1985) will be used when we perform this research study. The empirical information is collected through interviews of different roles of the value system. A framework is introduced to give a good structure to present the empirical data, to enable the analysis and to provide a foundation for the conclusions. mCRM usage can give a possibility document your work on-line when you are visiting a customer. The mobility initiative in CRM can give net benefits to organizations that have the knowledge to utilize its functions. The marketing message matches well with what the providers and resellers state and also with the benefits users are enjoying in practice. However, the degree of experiencing these benefits varies among different users. The reasons for the variation are training of the system, users’ own capability to adopt to the technology and users’ knowledge about the functionality offered by the system. The negative side of mCRM is its technical limitations. These limitations also affect the realization of mCRM net benefits. However, they are not strong enough to close the mCRM opportunities because day by day technology is improving.