Emerging Tech

Enhancing Collaborative CRM With Mobile Technologies

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Executive Summary

Mobile technology offers a high potential to significantly transform the ways how a company can interact with their customers and even with own employees. In recent years researchers started to analyze those potentials from the perspective of customer relationship management (CRM) but mainly concentrated on traditional business-to-customer (B2C) relationships. The concept of collaborative CRM extends this view of traditional CRM to virtual organizations and networked businesses. While the concept of collaborative CRM has been discussed by several authors already, the impact of mobile technology is still open to research. This paper investigates the role of mobile technology in collaborative CRM based on existing research, scenarios and supporting systems.

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