Who Will Take BA’s Mobile CRM Mantle?

At Mobile Marketing, we have long believed that customer service, or more broadly, CRM (Customer Relationship Management) is one of the strongest weapons in the mobile armoury. The combination of an always-on, always-connected device, and a customer who has given you permission to use it communicate with them, is a pretty powerful one.

The winning entry in this category last year, British Airways’ SMS Customer Service Messaging, powered by mobile marketing firm Incentivated, is a great example of mobile CRM at work. Customers who opt in to the service receive alerts to their phone if a flight they are due to catch is delayed or cancelled, meaning less wasted time spent at the airport. Family members and taxi drivers can also use the service to request an update on a flight’s arrival time. BA’s Logistics team also uses the platform for internal CRM, to organise repairs, and to coordinate routine maintenance of a landed aircraft, including refuelling and cleaning.

BA won the award by a whisker last year from A&N Media, which works with Ericsson IPX and Velti on a range of opt-in advertising programmes and SMS promotions across its various titles, including the Daily Mail.

As more brands embrace mobile more fully, we are expecting some strong entries in the Most Effective Mobile CRM/Enterprise Messaging Campaign category this year. Will yours be one of them?

To enter the Most Effective Mobile CRM/Enterprise Messaging Campaign category, or indeed any other, just head over to the Awards website for details, download the Entry Form, and get it back to us before 10 August. And remember, its completely free to enter, and you can submit as many campaigns as you think are worthy of recognition.

The Awards Ceremony takes place in London on 29 November.