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Article

Abstract

In every industry, customers’ preferences are changing faster than ever before. Customers can no longer be categorized into well-defined market segments or homogeneous groups. They need to be treated as individuals each with specific needs. The information must be available to anyone from anywhere at anytime. Therefore, service quality becomes an important measure for both enterprises and customers. In real-time economy, sales and services have deep impacts on up/downstream decisions, as well as decisions related to supply chain trading partners. Thus, customer relationship management (CRM) has more transparency than ever, by shifting from a sales productivity tool to a technology-enabled relationship management strategy. Today’s businesses are typical collaborative multienterprise multi-channel supply chain consisting of several specialists. Mobile technology and personalized customer care open the door to new opportunities by offering valueadd services in CRM practices. The key to customer satisfaction and loyalty resides in the enterprise’s core offering and efficient transaction management. This paper provides a broad discussion on the design of mobile-toenterprise application framework for CRM practices. The purpose is to provide an overview and schematic to design an integrated mobile CRM suite. The ideal of this approach is to maximize the value of an enterprise’s customer portfolio through more efficient and effective marketing, sales, and customer service and to put the customers in control, by providing self-service and solution-centered support. With the mobile CRM application framework, the enterprise is also extended to suppliers and trading partners so that when customers get in contact with the resources of an enterprise, they also touch the resources of the value chain. The customers who drive the entire value chain (or supply chain), determine what is to be produced, when it is produced, and at what price.

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