Mobile CRM for Small Businesses

Using a dedicated short code, keywords and the right API, businesses can create an effective mobile CRM platform.

It is becoming more and more important to provide customers with context-relevant information when it comes to customer relationship management (CRM). This means that it doesn’t serve the purposes of either the business or the customer to cast the net as far and wide as possible. Marketing must be direct; customer service must be efficient and to the point; sales must be fast and convenient. Mobile CRM is a cost-effective way to make information available to both employees and customers alike. Here’s a quick rundown of what it will take to get the system up and running:

Application Programming Interface (API)

The application programming interface, or API, is essential to the integration of SMS text messaging (as part of mobile CRM) with any native software environment. It provides a ‘hook’ that connects a software application or module to the SMS gateway for the transmission and receipt of messages. These application programming interfaces cater for popular protocols supported by most, if not all, systems in use today. They include:

• HTTP/S
• XML
• SOAP
• FTP
• SMTP
• SMPP
• COM objects

The choice of API also depends on the entire messaging strategy of the organization. Should you wish to send both automated and manual text messages as part of the mobile CRM strategy, the choice in API might be different than had it been either the one or the other. Additionally, one should keep in mind that some APIs are capable of two-way messaging, while others can only transmit.

Dedicated Short Code

A short code is a short numerical sender ID (or ‘from’ number) that messages can be sent to or from. While a number of different short code types exist, a mobile CRM strategy will be best served by a dedicated short code. This refers to a short code that belongs exclusively to its registrant, allowing them total freedom in terms of its application and integration.

Keywords

One crucial part of any versatile mobile strategy are its keywords. These refer to ‘identifier’ words that describe a product or service, for instance: “Text HELP to 123456”, help being the keyword. Using a dedicated short code will provide the organization with total freedom in terms of keywords, which means that a large part of their mobile CRM strategy can effectively be keyword based, be it for agents or customers requesting information or service.

The above indicate some of the main components to keep in mind when designing or implementing a mobile CRM strategy. Each area deserves more research and also consideration as to how it will be implemented with current communications strategies and those planned for the future.

Read more about the technologies associated with Mobile CRM today!

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