Mobile Technologies, providing new possibilities in Customer Relationship Management

D.Arunatileka, B. Unhelkar


CRMS is fast becoming a de facto standard for customer oriented technology and service organizations. The e-CRM creates a shift, providing customer service by ensuring a unified front of products and services to the customer. Mobile CRM, with real time customer interactions, pushes the CRM concept to its highest plane. The one-to-one personalisation has advanced into many to many relationships, bringing out the concept of i to i (individual to individual) which is achieved by product and services made available to a large group of mobile users at an unpremeditated time and spot. This paper addresses the possibilities offered by mobile technologies that promise to take CRM systems in to a new paradigm.