Process Driven CRM – Convergence of CRM and BPM

by | Sep 10, 2009

In a true sense, Customer Relationship Management (CRM) is an approach for enhancing customer experience and satisfaction by serving their needs and requirements in the most efficient way. In achieving this objective, the importance of external (customer facing) and internal (cross functional) processes can hardly be overlooked. This is exactly the junction where significance of Business Process Management (BPM) is realized. In other words, the convergence of BPM and CRM results into a Process Driven CRM.

One of the most noticeable benefits that BPM offers is the capability of facing any dynamic business condition. This is enabled through efficient handling of process, right from designing phase to execution. Krawler jSonic BPM offers comprehensive capabilities for process management, workflow automation, collaboration, data management and reporting.

Most of the time, the processes managed and automated by BPM are cross-functional i.e. the processes are spread across various business domain of enterprise. When this ability to efficiently handle the business process is incorporated in CRM, the effectiveness of CRM is increased many fold.

Consider the situation where a customer places a bulk order enquiry to the customer representative. In order to answer the customer query, information from inventory, quality and manufacturing division is required. The CRM solution that doesn’t have a process centric approach is of no value in such scenario.

BPM enables CRM to collate the information and metrics across the enterprise that results in better customer service.

Workflow automation is another area where CRM can be benefited by incorporating BPM. The workflow engine in BPM enables stakeholders to define the automatic routing of tasks related to customer processes. Although in CRM, the Case Escalation functionality supports workflow automation, it is limited to CRM domain only. With BPM, tasks can be automatically routed among other enterprise domain such as inventory, whenever required.

In conclusion, CRM is all about acquiring, managing and serving customers. This can be done efficiently and effectively only by having a strong enterprise wide process framework that is delivered by BPM.

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