Future mobile CRM in the automotive and tourist area (IEEE-DEST 2009)

This paper describes parts of a research project that focused Future Mobile Customer Relationship Management (M-CRM) in the automotive industry and the tourism. Therefore, the paper deals with the possibilities and aspects to support CRM via future mobile services. The key profiles of future mobile communication are Interactive Broadband Protocols, Location Based Services and Individualized/Personalized Services - mainly based on Multimedia-Information. These profiles are embedded in a three-layer communication model. In addition, a specific CRM-Value Chain for CRM is defined. The mentioned profiles on one hand and the orientation on the CRM-Value Chain on the other hand are offering innovative applications to support the clients of a company as well as employees (i.e. sales assistants). In this manner, the new mobile CRM solutions can represent a specific kind of collaborative application.