Supporting salespersons’ CRM efforts through location-based mobile support systems

Abstract

This paper aims at assessing how location-based mobile support systems can support salespersons’ CRM efforts when they are operating within a highly mobile work environment. After briefly discussing the state-of-the-art issues associated with mobile location technologies, the paper conceptualizes key dimensions for location-based mobile support systems. The paper then discusses the dual role of salespersons in CRM. A fourth section suggests a categorization of salespersons’ CRM tasks based on both properties of location-based mobile support and the areas of salespersons’ CRM-related tasks that may be affected by mobile location technologies. Finally, the paper suggests potential mobile location services and applications that can help salespersons perform effectively their everyday CRM tasks and link such applications to the determinant of salespersons’ performance. The paper concludes with a discussion of some critical issues and suggests areas for further research.

Keywords

Mobile location technologies / customer relationship management / salespersons tasks / salespersons’ performance / personalization

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