Wireless CRM takes to the field

Computerworld - While many companies are still testing large-scale wireless CRM projects, Stamford, Conn.-based mailing systems vendor Pitney Bowes Inc. is an experienced practitioner. The $4 billion company set up its first wireless system in the late '90s. Since then, it has deployed a second-generation system for 250 field service employees in its Document Messaging Technologies division, which sells high-end inserter mailing systems.

Now the company is wrapping up a more sophisticated wireless CRM rollout for its Global Mailing Systems division, where some 1,500 wired employees service Pitney Bowes machines designed for the low-volume distribution of mail.

The newest system connects field service representatives to its back-end call center and service applications. Using pocket PCs, RIM 957s from Research In Motion Ltd. and other devices, service technicians can access a wide range of data from multiple back-end systems. Such data includes information about inventory availability and whether calls are billable or covered by contract.

Early Start

The company's first wireless CRM system was more limited. It relied on Motorola Inc. "brick" client devices that connected to homegrown CRM systems, and it retrieved service call data over Motient Corp.'s wireless data network, says Ralph Nichols, service program manager at Pitney Bowes.

In 1999, the company began moving to low-cost RIM devices and started work on an integrated field service and call center back end, says Mark Davis, vice president of customer service.

In 2001 Pitney Bowes installed field service software from San Mateo, Calif.-based Siebel Systems Inc. for its Document Messaging division, and it upgraded to cellular wireless service from Atlanta-based Cingular Wireless, which uses General Packet Radio Service (GPRS) technology.

For wireless connectivity middleware, Pitney Bowes uses software and services from Antenna Software Inc. Antenna A3 and SmartClient field service software links field workers with RIM handheld devices to Siebel sales force automation software and Pitney Bowes' parts ordering system.

Network coverage was important, so the company tested several carriers and devices before settling on Cingular's service and RIM's handheld devices. Jersey City, N.J.-based Antenna was the logical choice for gateway software and services, says Paul Weston, vice president of CRM at Pitney Bowes. Its software had the most features, included systems management tools for troubleshooting breakdowns, supported multiple carriers' networks and was already Siebel-approved.

Ensuring the convenience and usability of the devices was also key. "If the thing is difficult to use, the people will find ways around it," says Weston. So the staff made sure that menus on the RIM devices were easy to navigate and included special product codes to help users place inventory orders.