Mobilizing Customer Relationship Management - A Journey from Strategy to System Design

The bursting of the e-bubble affected expectations with regard to mobile initiatives and willingness to invest in them very negatively. In both academia and practice, there has recently been renewed interest in mobile business and mobile commerce. Now, however, business managers request detailed and thorough analyses prior to engaging in mobile initiatives. Multiple examples of successful customer relationship management (CRM) have appeared in academic and non-academic publications, although, none of them describe exactly how the transformation to a successful mobile CRM solution was accomplished. Consequently, we present a method, based on the business engineering, with which mobile business can be introduced to the CRM field. We provide a framework for the definition of a mobile CRM strategy as derived from the corporate strategy, suggest a method for the identification of the mobilization potential in CRM processes that is aligned with the strategy, and provide guidance with regard to the design of mobile information systems with which to support these processes.