http://mobhappy.com/blog1/2008/04/09/ba-and-mobile-crm/ Russell Buckley and Carlo Longino on mobile technology. Thu, 20 Nov 2008 14:27:14 +0000 http://wordpress.org/?v=2.6 http://mobhappy.com/blog1/2008/04/09/ba-and-mobile-crm/#comment-119364 Simon (We Love Mobile) Thu, 10 Apr 2008 15:12:11 +0000 http://mobhappy.com/blog1/2008/04/09/ba-and-mobile-crm/#comment-119364 At the creative mobile ad agency, We Love Mobile, we're calling this kind of thing 'mCRM' and encouraging brands to use thoughtful and well written SMS as a cost-effective 'positive' follow up to a transaction. That could be care instructions, thank you for your custom, money off your next purchase etc, as well as for more negative issues management, such as the BA example. We also think that the humble SMS has great potential as an internal communications tool, warning staff about issues (e.g. don't come into work today, the photocopier is broken!), but we haven't seen much evidence of that taking off yet. A word of caution, however, in that 'mCRM' only works when the message is useful and anticipated, so hard opt-in and judicious and targeted usage is key. Simon, MD, welovemobile.co.uk At the creative mobile ad agency, We Love Mobile, we’re calling this kind of thing ‘mCRM’ and encouraging brands to use thoughtful and well written SMS as a cost-effective ‘positive’ follow up to a transaction. That could be care instructions, thank you for your custom, money off your next purchase etc, as well as for more negative issues management, such as the BA example. We also think that the humble SMS has great potential as an internal communications tool, warning staff about issues (e.g. don’t come into work today, the photocopier is broken!), but we haven’t seen much evidence of that taking off yet. A word of caution, however, in that ‘mCRM’ only works when the message is useful and anticipated, so hard opt-in and judicious and targeted usage is key. Simon, MD, welovemobile.co.uk

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