Extending CRM with mobile messaging: A case study

Extending CRM with mobile messaging: A case study

The large increase in mobile phone usage over the past decade has provided an opportunity for companies to improve the quantity and quality of customer interactions. Despite the promise of mobile communications, the success of service offerings in the financial sector has been mixed. Mobile browser-...

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Bibliographic Details
Main Author: DURAN, Randall E.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2009
Subjects:
customer relationship management
CRM
information technology
mobile services
mobile banking
m-banking
business innovation
short message services
SMS
financial services
service oriented architecture
SOA
electronic commerce
e-commerce
electronic banking
e-banking
mobile phones
cell phones
USA
United States
mobile messaging
E-Commerce
Technology and Innovation
Online Access:https://ink.library.smu.edu.sg/sis_research/6246
https://doi.org/10.1504/IJBIR.2010.029538
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Institution: Singapore Management University
Language: English
Description
Summary:The large increase in mobile phone usage over the past decade has provided an opportunity for companies to improve the quantity and quality of customer interactions. Despite the promise of mobile communications, the success of service offerings in the financial sector has been mixed. Mobile browser-based offerings have had limited success, but SMS-based services have achieved greater acceptance by mobile customers. This paper explores how SMS communication can be combined with existing channels and services to enhance banks| CRM. A case study of a bank in the USA that extended its CRM capabilities using SMS-based services is presented to help illustrate key considerations. Specifically, the mobile CRM implementation strategy, experience and the challenges encountered are examined.

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