Thomson Reuters has deployed Salesforce1 on mobile devices to provide customer relationship management tools to its 1,500 sales and account management executives on the move.

The data services firm had previously relied on a browser-based version of Salesforce CRM to access information on new and existing customers of its content subscription business.

In order to facilitate faster decision-making when conducting sales, Thomson Reuters built a mobile app on the Salesforce1 platform to provide its hundreds of field-based sales staff with customer data on company-issued iPads, including information on location, email address and phone number.

"We've increased the speed-to-answer common core questions," said Bruce Werner, sales and customer experience director at Thomson Reuters Legal in a blog post. "In doing so, we're enabling our channels to have more meaningful interactions, with less administrative set up time."

Werner said its mobile app gives representatives the ability to complete tasks such as determining who the customer is and where they are in their sales process and pipeline, as well as managing customer data away from the office.

It has also allowed the business to add the option of generating trial passwords to its content subscription services within the mobile app, as well as monitoring usage.

"We're just scratching the surface of what we think the app can do for us," added Werner. "Adoption has delivered on all expectations thus far. And as we add more features and customise and tailor the tool to meet our mobile sales channels' needs, we will deliver even better results for them."

Salesforce1 was announced at the Dreamforce event last November, as the vendor targeted business interest in mobile devices with the launch of a development platform featuring APIs and components for building user interfaces.

Last September, Thomson Reuters announced that it had completed a project to replace its PeopleSoft HR tools with a Workday software-as-a-service (SaaS) system.