Business Process Management: The Missing Link in CRM

If you’re an executive involved in sales, marketing, or customer service, you know the benefits of CRM software. Less well known, however, is the power of business process management (BPM) to improve your CRM strategy and implementation.

According to a recent study, 31 % of companies blamed CRM shortfalls on poor business process design, and 21 % struggled with customizing CRM to their unique organizational requirements.

Such challenges arise because CRM success requires a change in business processes toward a customer-centric approach. When CRM software makes it difficult to customize and automate customer-facing processes, sales, marketing, and service cycles can suffer.

Cumbersome, manual CRM processes can lead users to neglect key steps, resulting in fewer sales and decreased customer loyalties. Innovation, too, will be stifled without tools for process analysis and feedback loops for continual improvement.
That’s why it pays to utilize CRM software that includes BPM as its core functionality.

Although BPM isn’t new, its potential for transforming CRM processes is just now being realized. With a process based
CRM solution, organizations can design and execute automated processes that are best suited for their business. Whether it’s customer data management, campaign management, or time management, organizations can create new and innovative processes to improve sales and optimize the customer experience. Plus, any of the newly created processes can be analysed for their effectiveness.

CRM with BPM functionality can also help to replicate success throughout your organization. You might have heard the expression “top salespeople are born, not made.” However, if you evaluate why some consistently hit their targets while others struggle, you will see a pattern of processes that make this happen. BPM combined with CRM is about identifying such processes, replicating them, and applying them universally across teams and departments.

As you start to manage CRM processes more closely, you will find that improvement becomes easier. The steps to acquire and retain customers can be automated and continually refined. Automating routine operations enables you to focus only on those activities that are vital to building long-term relationships with customers. You will also find that crisper processes will lead to better communications, as well as time and money saved when performing routine tasks. In addition, staff training will be simplified when roles and processes are better defined.

To achieve such advantages, you need to choose the right software package, one with easy-to-use CRM integrated with
BPM tools for process design, automation, and analysis. Consider ease of process design and customization, as well as support for standards such as business process modelling notation. Look for software that includes best practices and processes for your industry; it’s far easier than building them from scratch. Evaluate ease of integration with your legacy systems.

Consider the flexibility of deployment options—on-premises as well as software as a service (SaaS). With a monthly subscription that includes upgrade and support costs, SaaS can get you started quickly while avoiding capital expenses.

With the right solution, you can take control of your business processes and become more customer-centric and ready to respond to changing needs. By merging CRM with BPM, you gain the ability to continually test, modify, and improve your processes.

ProAptivity specialise in the deployment of CRM solutions into small and medium size businesses. They are the Northern Ireland solutions partner for Maximizer CRM which offers both on-premise and on demand solutions with full Mobile CRM capabilities. To find out more information contact 028 90735630

Source: bpmonline

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