CRM + BPM Technologies = Future
Today, corporate information systems are stronger than ever, and the combined use of CRM tools and business process management systems can have a significant impact on both sales growth and customer satisfaction. In order to create a positive customer experience and ensure overall commercial success, management will be forced to pay much more attention to the business processes that actually form the basis for the functioning of CRM-tools. You can not go into all the details, but just order custom application development USA.
When considering the dynamics of investment in CRM-systems in 2013, we can conclude that modern CRM-products are highly attractive to businesses and companies. Research company Gartner indicates that the volume of global investment in corporate software, including CRM, in 2013 was $ 304 billion, an increase of 6.4% over last year. Research agencies point out that the maximum demand for software complexes for solving problems of customer relationship management (CRM-systems), tools for supply chain management (Supply Chain Management) and social tools, including tools for organizing inernet-conferences and other aspects of remote interaction.
Gartner predicts that by 2017, sales in the CRM segment will be at least $36.5 billion, a significant increase from the previous estimate of $20.6 billion. It seems obvious that these figures are key for manufacturers of CRM solutions around the world, proving the growing interest in products for customer relationship management.
But for sales managers and directors, the question of how to use their CRM solutions to improve customer satisfaction and increase sales and profitability remains relevant. After all, without proper customer experience management from the perspective of staff and management, the investments made in CRM systems, as such, will be completely futile and unproductive.
Merging business strategies and strategies to win the customer
To better understand how CRM systems can be used not only to manage customer relationships, but to create a positive customer experience in general, we can look to Colosa CEO Brian Reale. His company is the manufacturer of ProcessMaker and ProcessMapper - open source software products for business process management, workflow and related analytics. In his view, the CRM system can be used most effectively as part of a broader process-oriented (BPM) approach.
Riehl describes the CRM problem as a classic example of tasks performed by "knowledge worker" type employees.
A knowledge worker is a category of workers whose activity is related to processing existing information and obtaining new information; it includes programmers, analysts, librarians, archivists, planners, etc.; sometimes this group includes all workers with a high level of education or related to education (including scientists, teachers and students); from the management perspective, this category of workers has a special motivation and needs to be trained and educated. See: Drucker, Peter Ferdinand; intellectual labor
The information worker today needs to quickly navigate large volumes of customer information in order to create the best possible customer experience. When a company uses some kind of software as a customer experience management tool, it should ideally provide not only CRM functions, but also BPM systems. In doing so, information workers, whether they are consultants, call center employees or sales representatives, should be able to use data from the CRM system under the guidance of BPM,
- Reale says.
A good analogy to this phenomenon can be found in quantum physics, where a particle of light - the photon - combines the qualities of both particles and waves. So the customer experience management, according to Riehl, is inextricably linked and combines elements of customer relationship management (CRM) and business process management (BPM), because this process, on the one hand, requires creating a customized approach and personalization of the customer, inherent in CRM, but also contains elements of strict performance discipline, provided by BPM. Using any software that does not implement at least one of these aspects, not only is not able to guarantee the result in creating a positive customer experience, but can often lead to the opposite effect - the creation of negative experience.