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

Summary

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

Analysis

  • 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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