Title: ROLE%20AND%20IMPORTANCE%20OF%20BUSINESS%20PROCESSES%20IN%20THE%20IMPLEMENTATION%20OF%20CRM%20SYSTEMS
1ROLE AND IMPORTANCE OF BUSINESS PROCESSES IN THE
IMPLEMENTATION OF CRM SYSTEMS
- Luis H. Bibiano, Enric Mayol, Joan A. Pastor
- Universitat Politecnica de Catalunya
- JISBD 2007. Zaragoza, España.
2Outline
- Introduction
- CRM Systems
- Business Processes
- Business Processes and CRM Systems implementation
- Conclusions
3Introduction
- Customer Relationship Management (CRM) and
Business Processes keep a close relationship. - CRM involves business process change and IT
integration in order to work properly. - The CRM implementation normally involves business
process change and the introduction of new
information technology.
4CRM Systems
CRM
ERP
SCM
BI
5CRM Systems
6CRM Systems elements
- Operational allows the support of commercial
business processes. - Analytical collects data to obtain information
related to customers. - Collaborative supports coordination and
interaction with customers.
7CRM Systems Implementation
- Refers to the introduction of CRM Software into
the organizational structure of a company. - Viewed as a risky process.
8Business Processes
- A business process is a set of linked activities
that create value by transforming an input into a
more valuable output. - BP can be classified in management processes,
operational processes and supporting processes.
9BP and CRM Systems Implementation
Business Process CRM Systems
Management Processes (Customer segmentation) Analytical CRM
Operational Processes (Customer service) Operational CRM
Supporting Processes (Contact center) Collaborative CRM
10BP and CRM Systems Implementation
- Integration of functional areas.
- Control of process flow inside itself and other
systems.
Process
Process
CRM system
Process
Process
11BP and CRM Systems Implementation
- Integration of process automation with existing
systems. - Helps CRM system to automate and manage key
processes.
Process
Process
BPM system
Process
Process
12Role of BP in different CRM scenarios
Company Type in Case Studies Business Process Reference
Manufacturing Difficulties to change BP to make them the core orientation.
Software IT as an essential enabler of business process development.
On-line retail Integration of the information and processes that interacted with customers.
Hotel Reengineering of BP around customers.
Bank Use of BP to obtain customer insight and build long-term relationships.
13Conclusions
- Companies should address CRM as a complex and
combined concept requiring appropriate business
processes and integrated systems. - The main goal is to achieve an improvement in the
quality and efficiency of the business processes
related to the commercial area.
14(No Transcript)