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Senior execs push for CRM applications on mobile devices

Antony Savvas

Customer relationship management and field force automation are the most wanted "next generation" Blackberry device applications by UK companies.

A survey by researcher Vanson Bourne, commissioned by mobile integration specialist Lan 2 Lan, found that nearly 29% of senior executives nominated customer relationship management as the highest priority for their companies, when moving beyond the e-mail and calendaring applications currently popular with Blackberry users.

This was especially true of the manufacturing, retail, distribution and transport sectors.

Andy Tipton, head of the mobile data division at Lan 2 Lan, said, “The survey demonstrates that mobile CRM tools are a logical extension to the Blackberry platform. They enable field staff to have access to and update information at all times. This allows them to spend more time in the field, and less time relaying information.

“It also ensures that they have the most recent figures for customers so that they can give the best service,” he said.

The survey, which questioned 100 senior managers across a range of industry sectors, also found that nearly two-thirds of financial service organisations
(57%) were not thinking of migrating to the next generation of Blackberry applications.

This is despite having the highest proportion of Blackberry users of any market sector (81%).

Related article: Mobile salesforce taps into beer sales

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