Axon Mobile became widely adopted within the field sales force as their central repository of customer information such as accounts, contacts, leads and opportunities, available offline and online on their preferred mobile device.
Inside on mobile strategy with Nadine de Muynck
Nadine de Muynck is the Senior Director of IT Customer Facing and Logistics for BD. She is responsible to determine the IT strategy for Customer Facing and Logistics in BD.
What are the reasons that lead Becton Dickinson to opt for a mobile CRM, i.e., what new challenges are addressed by a mobile solution? What issues were left unsolved with the traditional (non mobile) CRM solution?
Becton Dickinson was looking for a way to enhance its solution to manage customer relations. Although the backend software package, SAP CRM, was giving satisfaction in terms of functionalities, user adoption became a concern as customer data quality consequently felt below expectations.
Based on a CRM user survey, field sales reps indicated that they would use CRM more, if:
- It would be faster to access (38%)
- It would be available offline / mobile (25%)
- It would be easier to use (20%)
What mobile device(s) did you chose to host the application? What development platform did you chose, and for which reasons?
First we deployed the system on laptops with Windows OS, and then on iPads with iOS as these are the preferred BD mobile devices. We can easily extend to Android in future, in case this would be necessary. We chose Adobe Flex because the platform needed to be device agnostic.
Is the application connected or synchronized? Was this a choice? Why did you choose to go for a synchronised application rather than an online?
Registration of CRM information by sales reps happens mainly in the field. In addition, last minute review of previous visit information may happen in the field. Today, there is not always sufficient WIFI coverage in regions where our sales force act. Synchronization capability is therefore key for success of the program and the efficiency gain in the sales force.
What is BD mostly proud of today?
The iPad release made CRM Mobile the first true mobile BD enterprise application on the iPad. This is a milestone in BD’s history.