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CRM Systems

CRM Booming, Business Process Management Critical Too

CRM Booming, Business Process Management Critical Too
June 19, 2013 8:41PM

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Today's enterprise software tools are more powerful than ever and integrating CRM tools with business process management can help boost sales as well as customer satisfaction. To ensure a positive customer experience and sales success, managers need to guide the business processes that revolve around their CRM tools.

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Considering the sheer spending on Customer Relationship Management software this year alone, it's clear that enterprises see the benefits of popular CRM platforms like Salesforce.com and Microsoft Dynamics CRM.

According to a recent Gartner research report, global spending for all enterprise software (including CRM) will be $304 billion in 2013, with growth of 6.4 percent over 2012 spending. The market research firm said demand is being driven by strength in software suites offering customer relationship management, supply chain management, and social networking, as well as Web conferencing and collaboration.

Gartner predicts that CRM specifically will grow to be a $36.5 billion market by 2017. That's on a compound annual growth rate of 15.1 percent between 2012 and 2017, and is dramatically up from a Gartner forecast earlier this year of a $20.6 billion market by 2017.

While those numbers are key to the CRM software makers, what's most important to customer service managers and sales directors is how to leverage their CRM platforms to improve the customer experience in ways that boost customer satisfaction, sales, and profitability. If the customer experience isn't managed well from a human resources front, all that spending on CRM tools can be a complete waste.

Melding Business and Customer Strategies

To learn more about how companies are using CRM software not only manage customer relationships, but also to shape the overall customer experience, we spoke with Colosa CEO Brian Reale. His company develops ProcessMaker and ProcessMapper -- open source software for Business Process Management, workflow management, and related analytics. His perspective reflects how CRM software can be used most effectively as part of a broader Business Process Management (BPM) approach.

Reale describes Customer Experience Management as a classic example of a knowledge-worker discipline.

"Today's knowledge worker needs the ability to quickly find and utilize customer information in order to deliver the best possible customer experience," he said. "When software is used as part of Customer Experience Management in an organization, the ideal solution should utilize not only CRM software but also BPM software." And knowledge workers, whether they're service reps, contact center staff, or salespeople, need to "be able to move in and out of the worlds of CRM and BPM interchangeably."

Reale points to high school physics as a reference. Sometimes light behaves like a wave and sometimes like a particle. As he sees it, Customer Experience Management (CEM) is similar with regards to its relation to both Customer Relationship Management (CRM) and Business Process Management (BPM). Sometimes, the knowledge worker needs the flexibility of CRM-style activities, while at other times, that same worker needs the rigorous repeatable discipline that only BPM can provide. Any solution that ignores one side of this equation will inevitably result in an incomplete and potentially undesirable outcome in terms of actual customer experience. (continued...)

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Tell Us What You Think
Comment:

Name:

Mike Richardson, managing:

Posted: 2013-07-10 @ 1:35am PT
An excellent article that highlights the importance of incorporating various programmes and technologies into your CRM system to ensure it has a positive impact on your business. What's more, as Jennifer rightly points out, it is no use having a CRM in place that focuses solely on your customers if it doesn't also aid with business process management, which can boost a productivity and efficiency within a business. Maximizer CRM 12 Summer 2013, for example, features more advanced integration with Microsoft Office, Outlook, Gmail, LinkedIn and now, HubSpot all-in-one marketing software to do exactly this. This integration allows businesses to gather more detailed intelligence on prospects, thereby supporting the sales offer and improving the impact of marketing campaigns for more information visit our website www.max.co.uk

Lars Helgeson:

Posted: 2013-07-09 @ 2:30pm PT
This is a great article, and it definitely highlights a need for more integration of these components. A great CRM is always going to be limited because CRM in only just one part of a business. A truly integrated platform is the only way to address the complexities of business.

There are very few companies out there that address this. InfusionSoft and GreenRope are the only integrated platforms on the market, and offer arguably greater value and business process management than any separate software that requires complex customization and API programming.

I think a great followup article would touch on software that comes out of the box with real CRM / CEM / BPM integration built in. Being able to do predictive analytics, workflow management, and lead scoring in a single software platform is a game changer for any size business.

Mike Rodner:

Posted: 2013-06-20 @ 11:22am PT
Great interview, however I am amazed about not mentioning Salesboom.com, which is a lot better than salesforce.com and is known for being functional, efficient while being affordable !



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