Strategic Value of Mobile CRM Applications: A Review of Mobile CRM at Dow Corning and DirecTV

CRM systems help organisations interact effectively with customers enabling the creation of customer profiles, analyzing customer data and understanding customers' needs. This leads to improved customer loyalty and enhanced customer experience. However, the focus of this paper will be on mobile CRM applications. By making CRM applications mobile, businesses can allow their staff to access customer information ubiquitously thus offering faster and improved services. Mobile CRM applications can help to realise an organisation's goals especially on the innovation front.