Mobile CRM: Reaching, Acquiring, and Retaining Mobility Consumers

Mobile CRM: Reaching, Acquiring, and Retaining Mobility Consumers

Chean Lee
DOI: 10.4018/978-1-59904-945-8.ch107
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This chapter provides an introduction of using Mobile CRM to reach, acquire, convert and retain consumers. Firstly, a definition of the term CRM is provided and the author also gives an insight on extending CRM to the wireless world. Having presented the benefits of mobile data services and their benefits to businesses in terms of customer relations and marketing, however, businesses still faced the challenges on delivering the promise to consumers. More importantly, the adoption of mobile services is still low in business and consumer segments. The author identifies content appropriateness, usability issues, personalization, willingness to pay, security and privacy as major challenges for businesses, and then, recommends businesses to start segmenting their mobile consumers into: Mobile Tweens, Mobile Yuppro and Senior Mobile users and the understanding of demographics, social and behavioural issues of these three consumer groups as initial step in Mobile CRM, before finally recommending the use of viral marketing as a mechanism to market mobile services. This is followed by matching relevant services to consumers create positive usability experience and always build a critical mass but develop a customer at one time.

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