Gartner Research

The CRM Perspective on Mobile for the Enterprise

Published: 14 July 2014

ID: G00265852

Analyst(s): Theodore Travis , Mike McGuire , Kimberly Collins , Robert P. Desisto, Penny Gillespie , Praveen Sengar, Ed Thompson , Drew Kraus , Jenny Sussin , Michael Maoz , Jim Davies


Customers will adopt an expectation of "mobile first," both as an engagement channel and as a place to perform all major tasks. IT must work with marketing, sales and customer service departments to more rapidly evolve customer strategies and technologies for mobile.

Table Of Contents
  • Recommendation


  • The Impact of Mobile on the Customer Experience and Multiple Channels
  • The Impact of Mobile on Customer Experience and Personalization
  • The Impact of Mobile on Voice of the Customer
  • The Impact of Mobile on Customer Service and Support
  • The Impact of Mobile on Digital Marketing
  • The Impact of Mobile on Marketing Operations
  • The Impact of Mobile on Sales
  • The Impact of Mobile on Sales Performance Management
  • The Impact of Mobile on Opportunities-to-Contract Management
  • The Impact of Mobile on Contact Center Infrastructure
  • The Impact of Mobile on Social

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