Improving Customer Relationships Using Wireless Technology

by Ian S. Hayes

The benefits awaiting companies that build and maintain strong customer relationships are significant. They include greater customer loyalty, higher retention rates, lower acquisition costs, and expanded opportunities to cross-sell and up-sell products and services. Powering the interest in customer relationship management (CRM) are well-publicized success stories; the availability of powerful computing resources to gather and analyze information; and the new models for customer interactions, personalization, and self-service spawned by the Internet. Now, wireless technologies and mobile applications are extending CRM advances to new locations, channels, customers, and workers.