Mobile applications in customer relationship management to enhance empowerment of knowledge to customers

Abstract

The mobile application is in rapid growth and dissemination in business and enhancement of customer satisfaction has emerged as a core issue. In Customer Relationship Management (CRM), customer reviews are recognized as fruitful information sources for monitoring and enhancing customer satisfaction levels, in particular, feedback of actual customers expressing their opinion reflects on core business. Customer knowledge about products or services also reflects on the business. Knowledge is one of the key factors for customer service success - most companies would empower employees with knowledge which is deemed reasonable. The knowledge of technical intricacies and variables in finding an accurate Uninterruptable Power Supply (UPS) by customers has been a challenging task. This challenge via using a UPS calculator that computes upon different back-up time and technical calculations involved, allows customers to find an accurate UPS easily and gives the customers the ownership of the knowledge. This UPS calculator has created a niche market for UPS manufacturing and distributing companies. The feedback from the telephone interview conducted in this study shows that the customer using this UPS calculator can make an accurate decision-making process of purchasing a UPS and electrical wholesalers can give advice to customers to suitable UPS and prices with an improved business process. In the future, this research would like to extend its study towards customer interaction, customer satisfaction and customer value.