Often, the objection to large-scale investment in mobile initiatives arises from the difficulty of building a business case around innovation, specifically when the potential for return is not immediately apparent.
Yet companies like GlaxoSmithKline have shown that investing in mobile tools can have a big impact on efficiency by enabling salespeople with the right tools when and where they need them. GSK’s Nancy Fernandez says,
"Bluewolf’s team of mobile experts helped my organization develop a mobile strategy that best leveraged our people and our technology, which gave us the most value from our mobile investment."
An easy way to start mobile deployment is to get field teams using Salesforce1. Familiarizing salespeople with the mobile tools available to them is a good way to identify areas that could be improved, and will make the deployment of future tools easier.
Once sales teams are comfortable using mobile devices to access customer records and collateral as part of their day-to-day routine, they can begin to understand which kinds of content are most relevant to their prospects and customers, and suggest what an ideal solution would look like.
The easier a mobile app is to use, the more likely salespeople are to use it.
A good way to approach designing a custom app is to establish what an ideal customer interaction would look like, analyze where the current solution is falling short, and consider how the process could be improved with a field app.
For example, GlaxoSmithKline needed a way for their representatives to convey key messages in the five to eight minutes they have with each customer. By implementing a custom mobile solution, not only were customers more engaged with their content in meetings, but the company was able to nearly double the number of daily meetings for each representative.
Equipping sales teams with customer-centric mobile apps is an effective way to improve the customer experience during meetings, but nothing can match the level of engagement that comes from an app on the customer's personal device.
According to Salesforce, 95% of marketers who integrated mobile marketing into their overall program said it was at least somewhat effective1. Combined with ExactTarget's statistics that 92% of consumers who use business-specific apps say they're useful, and that the same percentage read or open push notifications as soon as they appear2, there is a clear advantage to engaging customers through apps before and after meetings.
This year's State of Marketing report3 from Salesforce says that 2015 should be considered a "last call" to get started with mobile as 58% of marketers now have a dedicated mobile marketing team. To learn more about mobile trends, download The State of Salesforce Report.
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