CRM Mobile Integration via Host-Mobile Segmentation
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Solution Overview
Problem
Current CRM systems face challenges in seamlessly integrating mobile access with host computing platforms, limiting the ability to provide user-friendly and context-specific actions for CRM data access on mobile devices.
Innovation Solution
A method and system for complimentary CRM mobile integration that identifies user requests on a host computing platform, maps data types to actionable items on a mobile device, and prompts the user to complete those actions, such as dialing, navigating, or accessing social media, through a CRM application agent and mobile integration module.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If CRM systems provide mobile accessibility, then user mobility and remote access are improved, but seamless integration with host computing platforms and context-specific actions are limited
Solution Approach 1:
The system segments CRM functionality into a host computing platform CRM application and a mobile computing device CRM application agent. The host platform handles complex data processing and action configuration, while the mobile agent handles user interaction and action execution. This segmentation enables both mobile accessibility and context-specific actions by distributing functions appropriately across devices.
Solution Approach 2:
The mobile integration module acts as an intermediary between the host computing platform CRM application and the mobile computing device CRM application agent. It receives requests from the mobile device, determines appropriate actions based on CRM data, and executes those actions by interacting with both the host platform and mobile device. This intermediary enables seamless integration and context-specific actions while maintaining mobile accessibility.
2Quantity of substance
If CRM systems store comprehensive customer data, then customer relationship management capability is improved, but user-friendly and context-specific access to data on mobile devices is limited
Solution Approach 1:
The system extracts specific CRM data elements that are relevant to mobile contexts and actions. When a user interacts with CRM data on the mobile device, the mobile integration module identifies the specific data type (contact information, social media profiles, etc.) and extracts only the necessary information to perform context-specific actions, rather than requiring access to all CRM data. This enables easy access to relevant data while maintaining comprehensive CRM data storage.
Solution Approach 2:
The system provides different data access capabilities based on the local context - the mobile device type, the CRM data type, and the user's current needs. The mobile integration module consults a table that maps CRM data types to appropriate mobile actions, providing customized data access and actions tailored to the specific context rather than uniform access for all scenarios. This enables user-friendly access while maintaining comprehensive CRM data capabilities.
3Loss of information
If CRM systems provide comprehensive data access, then data availability is improved, but seamless integration with mobile device functions is limited
Solution Approach 1:
The mobile integration module implements a universal action determination mechanism that works across different mobile device types and CRM data types. The table mapping CRM data types to mobile actions provides a universal framework that adapts to various contexts - whether the user needs to dial a phone number, send a message, access social media, or perform other device-specific actions. This universal approach enables comprehensive data availability while achieving seamless integration with diverse mobile device functions.
Solution Approach 2:
The system dynamically determines appropriate mobile actions based on the specific CRM data being accessed and the user's context. Rather than providing static data access, the mobile integration module dynamically selects actions from available mobile device functions based on the CRM data type and user needs. This dynamic adaptation enables both comprehensive data availability and seamless integration with mobile device capabilities.
Data Source
AI summary
Embodiments of the present invention provide method, system and computer program product for complimentary CRM mobile integration. In an embodiment of the invention, a method for CRM mobile integration includes initially identifying an end user who simultaneously accesses both a CRM application executing in memory of a host computing platform, and also a CRM application agent executing in memory of a mobile computing device that is separate from the host computing platform. The method also includes, thereafter, detecting a request by the end user to access data in the CRM application. Finally, the method includes responding to the detection of the request by selecting an action for the mobile device in a table corresponding to a type of the data in the CRM application, and directing the CRM application in the mobile device to prompt the end user to complete the selected action for the data of the request.