Averting the Mobile CRM Cliff

@Art_Hall4 #MobileCliff

AVERTING THE MOBILE CRM CLIFF

CRM EVOLUTION 2013

August 21, 2013

@Art_Hall4 #MobileCliff 2

“THE MOBILE CRM CLIFF”

Competitive PressuresMajor power and utility company introduced a mobile CRM application to 14 million people

» Outage notifications» Account Management» Bill presentment and payment

Mobile CRM HackathonOne day event for all employees to develop a mobile CRM prototype for the CEO, CIO and Vice President of Customer Experience

Mobile CRM Project Was BornUnplanned, Unfunded, and Under-ResourcedLack of alignment and communication among most business and IT stakeholders

“Mobile CRM Cliff” Deadline LoomsNew Year’s Eve 2012 Go-Live

“The Mobile CRM Cliff” describes the conundrum companies face with unplanned, unfunded and under-resourced mobile CRM projects.


MOBILE CRM FRAMEWORK

Objectives

1. Build a compelling mobile digital channel2. Increase web traffic to mobile channels

3. Increase customer satisfactionMobile App

Mobile Web

Hybrid

Web Technologies

Application Development

Smart Phones

Qualitative and Quantative Customer Focused MetricsQualitative and Quantative Customer Focused Metrics

Continuous Improvement and BenchmarkingContinuous Improvement and Benchmarking

Platforms / Delivery Engagement Devices / Presentation


MOBILE CRM ROADMAP

Outage Notifications

Billing and

Payments

Usage and Demand

Response

Partner Portal

Release 1 • Map and geo-

location• Notifications• Transfer to Call

Center

Release 2• Billing and payments• Start/Stop/Transfer

service• Transfer to Call

Center via chat

Release 3• Usage presentment• Local meter reading• Disaster event

notifications

Release 4• New Home

Connection• Other

Option #1 • Designed for mobile browser• Create branded app that encases a browser

window• Includes map, searchable location input,

selected outage information.• Add a form to report an outage through email• Ability to call contact center

Option #2 • Create a branded app• Includes map, geo-location and searchable

locations• Add a form to report an outage through email• Ability to call contact center

12/31/2012 Deadline


MOBILE OPERATING SYSTEMS AND SHIPMENT MARKET SHARE

Know what devices and operating systems your customers are using.

Operating System

2Q13 Unit Shipments

2Q13 Market Share

2Q12 Unit Shipment

2Q12 Market Share

Year-over-Year Change

Android 187.4 79.3% 108 69.1% 73.5%

iOS 31.2 13.2% 26 16.6% 20.0%

Windows Phone

8.7 3.7% 4.9 3.1% 77.6%

Blackberry OS

6.8 2.9% 7.7 4.9% -11.7%

Linux 1.8 0.8% 2.8 1.8% -35.7%

Symbian 0.5 0.2% 6.5 4.2% -92.3%

Others N/A 0/0% 0.3 0.2% -100.0%

Total 236.4 100.0% 156.2 100.0% 51.3%

Q2 2013 – Units in Millions


RESOURCES

While communication and collaboration should be “table-stakes” for the success of a Mobile CRM project, it is not.

STAKEHOLDER ROLE RESPONSIBILITY

Customer Experience

Champions and owns Mobile CRM / customer channel of choice efforts

COMMUNICATE!

Business AnalystGathers functional / non-functional requirements. Helps translates “technology speak” to “business speak”

COMMUNICATE!

Solution ArchitectOffers solution management and options from an IT perspective

COMMUNICATE!

DevelopersDevelop Mobile CRM applications based on requirements

COLLABORATE

Subject Matter Experts

Understands how to get things doneSTOP BEING SELFISH AND

HELP!


OVER-MOBILZATION

Use Case

Customer Experience via the Call Center IVR While customer is waiting for the information, music plays for at least 30 seconds before information is retrieved and given to the customer. (synchronous)

Mobile ExperienceWhen request is via the Mobile CRM app and the customer is waiting for information, what happens? (asynchronous)

Creating consistent experiences across all channels – web, mobile, call center etc. – may cause “over-mobilization.”

Requirement Description

Report an OutageCustomer is experiencing a complete power outage and likes to determine if power is back on or still off


MOBILE CRM DESIGN CHALLENGES

Invest and leverage mobile user experience (UX) resources.

Web Designer Mobile UX Designer


NATIVE MOBILE CRM VERSUS MOBILE WEB CRM

Any company creating a Mobile CRM strategy faces an important decision

A device-specific CRM app tailored to a mobile device

and its associated operating system, such as iOS or

Android

Native Mobile CRM

A web-based CRM application designed to run on any mobile device via a

browser

Mobile Web CRM


NATIVE MOBILE CRM APPS CAN DELIVER THE BEST USER EXPERIENCE

Leveraging the full capabilities of a mobile device and operating systems offer innovative ways of doing Mobile CRM

Security and Versioning

• Architectural advantages over Mobile Web CRM apps as they do not need to connect with the network as frequently as Mobile Web CRM apps

• Some users may choose to ignore an update, resulting in different users running different version of a mobile CRM app.

User Engagement

• Higher user adoption, volume and engagement as measured by duration of usage per session

• Delivers higher click through rates (CTR) among the ad-serving publisher community

• Experiences may vary by company and content category

Application Development

• Each mobile application development platform (e.g. iOS, Android) requires its own development process and has its own native programming language (e.g. Java for Android; Objective-C (iOS), Visual C++ for Windows Mobile)

• Software development kits (SDKs), development tools and common user interface elements are often by provided by the manufacturer of the platform


MOBILE WEB CRM APPS STILL POSE MANY HURDLES

Mobile Web CRM Apps are in a period of transition.

Web vs. Native CRM Apps

• Provides advantages of device agnosticism over native Mobile CRM apps• Move towards HTML5 are opening up the possibility of greater number of devices• App functionality may be limited• Potentially greater return on investment (ROI) over native Mobile CRM apps

Application Strategy and

Delivery

• Easily deliver, maintain and upgrade without the need for multiple versions or distribution systems

Functionality• Updates and screen refresh are required• Mobile device browsers are can be limited when it comes to functionality (i.e. pop-

ups; multiple windows can make displaying alerts and error messages more difficult

Performance• Can’t take full advantage of device features such as cameras, messaging and

scanning


MANY COMPANIES DECIDE TO DO HYBRID MOBILE CRM APPS

Companies are testing the waters with both native and web Mobile CRM apps waiting to observe how the overall industry and user behavior evolves.

Cross-Platform Affinity

• Enables a company to target multiple mobile platforms (e.g. iOS, Android, Windows Mobile)

• Leverages geo-location, accelerometer or the camera

Application Strategy and

Delivery

• Written with web technologies (HTML5, CSS3 and Java)• Runs locally on the device; supports offline• AppStore distribution

Functionality• Hybrid apps use a web view control to present the web technologies in a full-screen

format, using the native browser rendering engine• Development is not constrained to using a given web technology for only in-browser

implementations

Performance• Don’t need the advanced graphics performance that you only can get from a native

Mobile CRM app


ENTERPRISE APP STORES CAN BE TRICKY TO IMPLEMENT

As consumerization of IT accelerates, companies must address the growing concerns over security, management and control.

Application Management

• Controls which apps (and versions) a user or customer can browse and download• Removes Mobile CRM apps from mobile devices• Track details about how employees or customers are using Mobile CRM apps

Data Governance

• Manage data, enforce policies and ensure data quality• Remove data from devices as necessary

Compliance• Controls Mobile CRM apps and data in such a way that the company does not

violate any policies, standards, regulations or laws

Licensing• Monitor and control the licensing and purchasing of Mobile CRM apps• Reclaim apps should an employee leaves or loses a mobile device


MOBILE CLOUD CRM APPS OFFERS A GREAT DEGREE OF FLEXIBILITY

Mobile Cloud CRM Apps can help simplify mobile app delivery and maintenance because they provide a central access point from which to conduct and manage business.

Internal Mobile CRM Cloud

• Mobile CRM Apps can be private and posted on a secure Web server that employees or customers can access wirelessly

• Offers IT more control over how and where sensitive data is stored

External Mobile CRM Cloud

• Mobile CRM Apps can be public for employees and customers to access

• Existing cloud services are easier in terms of getting them up and running

ADVANTAGES DISADVANTAGES

• Mobile CRM apps are posted to that cloud’s server

• IT loses control over how and where sensitive data is stored

• Developing own offering requires significant investment in resources necessary to develop, implement, house and maintain across multiple mobile platforms


VIRTUALIZING MOBILE CRM APPS IS FASTER THAN REBUILDING EXISTING ONES

Approach keeps sensitive information in the data center where IT can control it (not a good user experience)

Mobile versions of CRM applications are available in device app stores might be better for employees and customers to use and virtualize CRM applications that employees and customers can’t get their hands one

Virtualize an existing Windows 7 application and send it to users’ mobile devices

Delivering virtual Mobile CRM applications to mobile devices only makes sense cost-wise in companies that have already virtualized other apps

Mobile Desktop Virtualization allows you to deliver a PC environment to a smartphone or tablet.

Just Because Mobile CRM Apps Can Be Virtualized Doesn’t Mean You Should


MIDDLEWARE HAS A BIG ROLE IN MOBILE CRM REQUIREMENTS AND DEVELOPMENT

Don’t under-estimate the level of complexity involved with enterprise integration.

Data in back-end systems you wished to expose via a mobile device


BUY VERSUS BUILD – WHICH ONE MAKES SENSE?

Companies will need to address middleware and session management for business and technical requirements that require integration.

Outage Reporting Platform

Outage Processing

RulesEI

Interface

Cach

e

Appl

icati

onD

B

Met

adat

a

REST

Interface

Analytics

API Security Audits

Alerts/Push Engine

Media Handling

Outage Reporting Platform

Outage Processing

RulesEI

Interface

Cach

e

Appl

icati

onD

B

Met

adat

a

REST

Interface

Analytics

API Security Audits

Alerts/Push Engine

Media Handling

Solution Option 1: BuySolution components highlighted in orange are available out of the box or can be implemented through configuration definition

Solution Option 2: BuildAll of the solution components will need to be custom-built



Corporate approaches to Mobile CRM middleware.

CATEGORY APPROACH WHY SHOULD YOU CARE?

Mobile CRM• Internal development• Buy or outsource• Native vs. Web vs. Hybrid

• Provides user experience

API ManagementDevelopment• Internal• External – Layer7, Mashery

• Provides metering, throttling, oAuth etc.

REST Mobile CRM APIs

Buy or Build • Mobile friendly web services

Process Orchestration

Buy or Build

• Orchestrates business transactions across existing internal services (e.g. BPM, CRM, API etc.)

SOAP Web Services Web Services• Provides transactional

access to back office applications

Back Office Application and Integration

Existing back office applications• Provides information and

transactions



Time and costs – both financial and maintenance - are some of the significant factors to consider in buying or building Mobile CRM middleware.

CATEGORY BUY BUILD

Development Efforts• Out-of-the-box functionality

available• Significant custom development

effort required

Time to Deploy• Pre-built functionality allows

significantly shorter time to deploy

• Internal resource intensive

Analytics • Typically out-of-the-box• Effort required to gather

metadata design and deploy analytics internally

Security• API key management is usually

out-of-the-box• Defines API key management

framework


RECOMMENDATIONS FOR AVERTING A MOBILE CRM CLIFF

Consider a Proof-of Concept (POC)

Syndicate and Vet Requirements with All Stakeholders

Talk to Your Customers / Employees – Don’t Keep Things a Secret

Identify Enterprise Integration Requirements and Implications Early

Four keys to help you with your Mobile CRM project.


KEEP IN TOUCH

Art HallAlvarez & Marsal Business Consulting LLC

3424 Peachtree Road, Suite 1500Atlanta, Georgia 30326

[email protected]: 404-260-4152Mobile: 404-759-9158

mailto:[email protected]


Date post:	21-Oct-2014
Category:	Business
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