Extending CRM with mobile messaging: A case study
Publication Type
Journal Article
Publication Date
12-2009
Abstract
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.
Keywords
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
Discipline
E-Commerce | Technology and Innovation
Research Areas
Information Systems and Management
Publication
International Journal of Business Innovation and Research
Volume
4
Issue
1-2
First Page
15
Last Page
29
ISSN
1751-0252
Identifier
10.1504/IJBIR.2010.029538
Publisher
Inderscience
Citation
DURAN, Randall E..
Extending CRM with mobile messaging: A case study. (2009). International Journal of Business Innovation and Research. 4, (1-2), 15-29.
Available at: https://ink.library.smu.edu.sg/sis_research/6246
Additional URL
https://doi.org/10.1504/IJBIR.2010.029538