Potential of Mobile Applications in CRM:A practice-oriented approach to the implementation of mobile CRM strategies

Bachelor Thesis from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,3, International Business School Nürnberg, course: International Business & Management - Potential of Mobile Applications in CRM, language: English, abstract: A practice-oriented approach to the implementation of mobile devices and mobile CRM strategies into the current service-infrastructure of companies dealing with high complexity in CRM. Mobile is everywhere and it s constantly growing. News are preferably read on the phone, shopping is done via iPad and the travel business has become a highly dynamic patchwork of mobile and online services. The customer has a choice - make it easy to be chosen! "[...] Data is ubiquitous and cheap, analytical ability is scarce... The sexiest job in the next ten years will be statistician." (Quote: Google s Chief Economist, Hal Varian) "[...] it is essential for companies to act, not to react, predicting, not observing market developments, in order to ensure future success." "A company needs to manage customer relations instead of products."