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instantly popular In six weeks, 25 percent of the site members were buying products through the site, and the Idea Center was a trusted source for sharing and exchange among its community All in all, we are looking at a scalable, secure, manageable worldclass enterprise social networking solution that also gives customers the ability to manage their own experiences Unlike many of their competitors, they see the value in not just harvesting the data that those customers provide, but also in analyzing it so that the most valuable data then populates your CRM system That s what I call complete What a great segue into the next section We ve completed the entire section on the social tools and strategies for their deployment Now let s see how all of this Social CRM talk affects the more recognized CRM pillars sales, marketing, and customer service Please remember, you re taking your traditional CRM 10 outlook into your own hands
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m untethered No, I said untethered, not unhinged When I m on the road, I take my 3G (S) iPhone with me and I use it like a sub-microcomputer I make phone calls, I get my e-mail fetched, I watch movies and TV shows and video podcasts; I listen to music and audio podcasts; I read blogs, watch the news and read it too; I take pictures of the exotic cities I m in; I play games; I track my expenses; I text my colleagues and friends; I monitor my Twitter tweets I can actually go on for another 10 minutes telling you what I can do with the iPhone all G-rated Well, mostly G-rated That s just me Multiply the potential to do that by the number of handsets on the planet and you ve got 15 billion me s making 32 billion connections (source: wwwgsmworldcom) Granted, that s currently not a fair statement because I m working off the most advanced smartphone in the world and most of the handsets out there are regular old cellphones But keep in mind what the millennial variety of cellphone is That s a phone that can make phone calls, take pictures, watch videos, and surf the Internet All for $4999 or maybe even free What s this got to do with CRM As Babur Ozden, CEO of Berggi, a mobile video provider, said at the 2008 Stanford AlwaysOn Summit, This is the most intimate device anyone has It s the one device you are engaged with and in the right mood, would be engaged to if you could and you were single Think not Let s make it really easy to discount your doubt How do (or would) you feel if you lose your cellphone Immediate stomach clutch I know because (I bow my head) it happened to me Intimate indeed But that s not the reason that mobile CRM is a topic for this book per se Mobile CRM is a subject because it is increasingly important that the
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traveling professional whatever has their information with them at all times in all ways If done well, mobile CRM can provide, if not a competitive advantage, an improved chance of a successful closing of a sale and a connection to the office that can t happen otherwise With the increasing interest in mobile use of social media and in carrying on community activities via mobile devices, Social CRM is a prime subject for those little machines so close to your heart Traditionally, mobile CRM has been used in two areas, sales and field service With the spike up in social networking, the integration of GPS and thus the availability of location-based services, the always increasing bandwidth and speed combined with the improvements in available device storage and processing power, the opportunity to do so much more is there now We ll look at that at the end of the chapter I m going to call you in just a sec and we can roll
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