The advent of cellular communications and wireless LAN technologies for the first time enables to individuals in the field the use of palm computers, tablet PCs, or a smart cellular phones to access a CRM system, place orders online, check customer-related data, perform data updates, send personal SMS messages, send cellular coupons, dispatch drivers, messengers, couriers, and more. The following article deals with the era of the mobile agent and his cellular-based work with the CRM systems.
By Ran Reichberg, Manager of Mobile Data, Technology Division of Matrix
Sales agents, distribution personnel, technicians, and other field workers are considered to play an important role in the organization. These employees come into daily contact with the most important resource of the organization: its customers. They are also the ones who transfer the information to and from the organization – orders, preferences, information about failures, complaints, returns, compliments, etc.
CRM systems is where organizations store information about their customers: personal information, customer history, demand and usage habits, open accounts, complaints, etc. Data from the customer site is transferred by a company employee in the field to update the CRM system. Until a few years ago such data from the field was transferred to an information system by fax or phone. The data was passed to a company representative who would manually enter them into the system. When portable terminals were introduced sales agents started receiving the orders and technicians started reporting failures from stores through portable terminals. At the end of the work day, the mobile agent would return home or to the office and “off-load” the date to the computer.
We have now reached the third stage of development. The advent of cellular communications and wireless LAN technologies enables employees using a palm computer, PC tablet, or smart mobile phone to assemble in one device all the applications needed by a field worker: e-mail, Internet, access to the CRM and ERP systems of the organization, the BI (Business Intelligence) system, and other systems. Wireless data transfer allows hundreds of field workers to connect to the organization’s information system online. Cellular technology allows entering data into mobile devices and transferring it to the information system instantaneously. In addition, cellular technology makes it possible for a field worker to connect directly from the field to the CRM system and check the data of the customer whom he visits: debts, previous orders, Obligo, and more.
The Main Reason: Increasing Employee Output
In a recently published survey conducted in the US by the international IDC company, 36% of participating companies reported that they provide employees with means for wireless access to organizational data and 28% reported that they intend to provide wireless access next year. The survey also demonstrated that the most common applications in the domain of wireless access are CRM, field service, and sales automation. The main reason for companies to provide wireless access to their data is to increase the output of their mobile agents.
A system of this nature enables users to be permanently accessible through a cellular network, both online and offline, so there is no need for connectivity at all times. The field agent has sufficient space in his device for data updates, so that data is transferred to the information system within the organization when a connection becomes available, transparently to the agent. The system enables organizations that employ field workers (distribution personnel, salespeople, technicians, installers, and distance workers) to send personal SMS messages, send cellular coupons, and to dispatch drivers, messengers and couriers, technicians, salespeople and dealers, meter readers and more. This type of solution is easily integrated with the operation systems regardless of platform – CRM, ERP, BI and other information systems. Mobile devices use cellular communications that enable performing the actions based on identifying the user’s geographical location.
Devices such as cellular phones and PDAs are much cheaper than mobile terminals; they are also smaller and support multiple applications. But even more important is the fact that probably most employees already have a mobile phone, so that there is no need to place yet another device into the employee’s already loaded hands. In the near future these devices are expected to become friendlier and offer better capabilities for deciphering handwriting, for voice-driven operation, and more. In addition, in the future personal operating systems will be introduced that will adjust themselves to the user’s character and work hours; for example, in the evening the unit would become more of an entertainment device, whereas during the day it would remain a versatile work tool. And this is not all. Today palm computers are undergoing a process similar to the one that personal computers underwent several years ago. Soon it will not matter which palm computer or mobile phone one selects: they will all support remote data transfers, the only difference being the operating system installed in the device.
I will use, as an example, a project that has been implemented in one of the largest Israeli delivery companies, where the system serves company couriers to manage all the activities that take place outside the company compound. The system is updated online at every package transfer point, starting from loading the packages in the morning, monitoring of loading mistakes, management of the storage in the courier’s vehicle, updates on actions related to the package in the field, such as delivery or non-delivery, and more. At every given moment the manager and the client can find out the current stage of delivery of the package. It goes without saying that it is possible to communicate to the courier online a new pickup request from a client, either directly through the company’s operation system or through the cellular phone. The barcode reader is connected to the cellular phone, making the work of the courier much easier and the transfer of reports from the field to the organization faster.
Questions about Costs and Data Security
The question arises whether the cost of wireless communications is not too high for the organization. Although many organizations are not aware of it, the cost of cellular connectivity is very low, and it can be stated unequivocally that voice communication costs the organization more. Today cellular companies offer package deals for data transfer of considerable quantities at a cost of only a couple of tens of shekels per user. Considering that in this way the field worker or courier updates the data himself and does not require an additional operator or service representative at the other end, and also that he does not need to come to the office every day to synchronize the data, the cost to the organization is even more attractive.
Regarding data security, it can be noted that wireless communication is exactly like all other types of communications. The security exposure of wireless communication is the same as that information systems that are open to the Internet.
What’s Happening in Israel?
There is great interest in Israel in these technologies, and the number of projects and the level of interest are growing. Large companies that employ many field workers show the greatest interest. It is likely that in the near future we will begin seeing more and more companies that provide wireless access to the data stored in organizational information systems, so that it will become a standard for organizations and enterprises. Today there is no doubt that these systems considerably enhance the work of the companies by shortening cumbersome work processes, cutting down the technicians’ response time, and preventing field agent mistakes. In other words, more work for less time and money, and proven by ROI.