Features to Look for in Your CRM Mobile App

by Katie Liesmann on April 5, 2016

If you have a large team of sales reps who work remotely, your decision in choosing a CRM application is largely affected by the mobile friendliness of the application. You may not realize it, but there is much more to the mobile app than just being able to access data remotely. When gathering requirements for your CRM’s Mobile Application, look for the following features:

Native Phone Integration

This is the most important question to ask when comparing apps. A native integration will allow the app to interact directly with the phone’s applications, meaning you can click-to-call or click-to-text from within the app. For example, on a natively built app, a user is able to click the phone number on a contact record and then the phone’s native dialer will open up in order to make a call. Additionally, a user can click on a physical address and it will open the phone’s map application to provide the rep with directions to a contact’s office. Without a natively built integration, the rep will have to do a lot of copying and pasting of addresses and phone numbers.

Customizable Views

Just like any desktop CRM, the capability to customize your layout is critical to user adoption. A user will be much more likely to use the mobile app if it only displays fields relevant to them. Look for a CRM with a mobile app that allows you to create custom layouts and push them out to your users.

Offline Capabilities

Once in awhile your reps are going to end up somewhere where they can’t access wifi or a cellular connection. It’s important to make sure they will still be able to log notes and other important information no matter where they are. The information should also automatically update in the CRM once they reconnect to the network. Otherwise, information may get forgotten before it’s entered.

Most Recent Update

Look to see when the last few updated releases came out. With today’s fast paced technology, it’s important to look for an innovative CRM company who releases updates to their mobile app fairly quickly after a mobile OS update comes out. Otherwise, you are likely to encounter bugs within the app or other compatibility issues.

Consistency Across Devices

Check which devices and operating systems the CRM app is compatible with. Does this fit your needs? Will you have to purchase equipment for your reps? Will this trap you into using a certain operating system or device type? After that’s been addressed, make sure the user experience is similar across the desktop and mobile versions of the application. If it’s not, there will be a learning curve from one device to the next, instead of it being intuitive for your reps once they know how to use one or the other.

Besides these recommendations from us, consider what other requirements your organization might have that are outside of the norm. Give your mobile workers the tools they need to be successful.

If you have questions or want to see a demo of our favorite mobile CRM, reach out to us here.

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PRODUCT: SugarCRM

AUDIENCES: End Users Administrators

Katie Liesmann
Marketing Manager at W-Systems
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