Title: Extending CRM with mobile messaging: a case study

Authors: Randall E. Duran

Addresses: School of Information Systems, Singapore Management University, 80 Stamford Road, Singapore 178902, Singapore

Abstract: The large increase in mobile phone usage over the past decade has provided an opportunity for companies to improve the quantity and quality of customer interactions. Despite the promise of mobile communications, the success of service offerings in the financial sector has been mixed. Mobile browser-based offerings have had limited success, but SMS-based services have achieved greater acceptance by mobile customers. This paper explores how SMS communication can be combined with existing channels and services to enhance banks| CRM. A case study of a bank in the USA that extended its CRM capabilities using SMS-based services is presented to help illustrate key considerations. Specifically, the mobile CRM implementation strategy, experience and the challenges encountered are examined.

Keywords: customer relationship management; CRM; information technology; mobile services; mobile banking; m-banking; business innovation; short message services; SMS; financial services; service oriented architecture; SOA; electronic commerce; e-commerce; electronic banking; e-banking; mobile phones; cell phones; USA; United States; mobile messaging.

DOI: 10.1504/IJBIR.2010.029538

International Journal of Business Innovation and Research, 2010 Vol.4 No.1/2, pp.15 - 29

Available online: 30 Nov 2009 *

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