Based on a Case Study - Management in Technological Change - Essay Example

Technological developments and innovation has paved a way for the emergence of new digital marketing channels such as mobile phones. Mobile phones are powerful channels that allow personalisation and interactivity of the content and context of the messages. (Kim, Han, & Schultz, 2004) The mobile channel is seen as an automated, reliable, personal, and customised channel that allows an efficient way to reach mobile phone users directly. It provides a direct call-to-action that would be almost impossible via other channels.

(Barnes & Scornacava, 2004) This paper will focus on the feasibility of the application of mobile CRM on Evergreen Investment. The company is a leading asset management firm serving institutional investors through a broad range of investment products. The company has an existing CRM system developed by Onyx. However, the sales representatives find the system taxing on their job and not value-adding on their operations. Management has considered the system ineffective and inefficient. A proposed solution of the paper is the development and implementation of a mobile CRM.

The mobile software is a commercially available application developed by Pyxis. It is run in the Blackberry platform using the handheld mobile phone. This paper introduces the CRM capabilities and features of the Blackberry device with the Pyxis-Onyx database link. It enumerates the different impacts of the new system on the organisation, operation, costs, and current process of the company. It also identifies the potential benefits of a mobile CRM to both the Evergreen company and its sales representatives.

Evergreen Investment is a mutual fund company with over $247 billion in assets under management. The company concentrates on providing institutional investors with asset management and client service solutions instead of focusing and marketing on individual consumers. The people behind the