This case talks about an American mutual fund company that was facing problems ·with its CRM system. Sales agents felt that they derived little value from it and also it was time consuming. The company is investigating if it could solve this problem by introducing mobile CRM to be accessed wirelessly on blackberry devices. But what are the key factors that have contributed to the success of mobile CRM initiative at Evergreen?
Evergreen investments’ background
Evergreen investments are the America’s 25th largest asset management company and 32nd largest investment management in the world. It is headquartered in Boston and Charlotte. The company entrusted with $250 billion in assets, over 350 investment professionals and over 3 million investors.
CRM in the past
In the past, the company use company-supplied laptops to gain access to CRM system, send Emails to customs and expend reporting and commission tracking. At the same time, the company use mobile phones to give their customs a voice call. Scheduling client calls is another way to build a link with customs. It include informal face-to-face meet. And also, client calls can make company knows the actual sales pitch, discuss market topics with customs, meet new faces and call back-up for data. At last, company update any information in CRM, and participate in evergreen conference call at fixed period.
Issues in the past
Although the company uses CRM to gain some success, their issues still exist. On the one hand, this method required too much time. The company needs to dial up the Internet, using multiple passwords and entering lengthy data, all of which are time consuming. On the other hand, some information is unavailable when they needed. More specifically, when the company meets the customer, laptops were unavailable. Moreover, the company required the use of internal sales consultant to help them handle the business with customers. At last, entry CRM is not easy, the company usually...
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