Next-gen BlackBerry users hungry for CRM

Once they've mastered e-mail and calendaring, UK businesses gripped by BlackBerry fever are eyeing up customer relationship management (CRM) and field force automation applications as their next priority, according to new research.

Almost a third (29 per cent) of senior executives, particularly those in the distribution, manufacturing, retail and transport sectors, say mobile CRM applications are next on their wish list, the study conducted by Vanson Bourne on behalf of networking and mobile integration specialist LAN 2 LAN found.

But, interestingly, financial services organisation don't hold the same view as the majority. Despite having the highest volume (81 per cent) of BlackBerry users in any sector, more than half (57 per cent) don't have plans to move to next generation applications.

The research questioned businesses of all sizes and found that the desire for CRM was slightly higher among larger organisations, with 32 per cent of bigger players setting their sights on this type of application compared with a slightly lower 26 per cent for smaller companies.

Job dispatch and helpdesk service management and the integration of enterprise resource planning (ERP) databases were listed as the second and third highest priorities by businesses surveyed.

"The survey demonstrates that mobile CRM tools are a logical extension to the BlackBerry platform," said Andy Tipton, head of the mobile data division at LAN 2 LAN.

"They enable field staff to have access to and update information at all times. This allows them to spend more time in the field, and less time relaying information. It also ensures that they have the most recent figures for customers so that they can give the best service."

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