ROLE%20AND%20IMPORTANCE%20OF%20BUSINESS%20PROCESSES%20IN%20THE%20IMPLEMENTATION%20OF%20CRM%20SYSTEMS

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ROLE 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.

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Outline

• Introduction
• CRM Systems
• Business Processes
• Business Processes and CRM Systems implementation
• Conclusions

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Introduction

• 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.

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CRM Systems
CRM
ERP
SCM
BI
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CRM Systems
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CRM 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.

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CRM Systems Implementation

• Refers to the introduction of CRM Software into
  the organizational structure of a company.
• Viewed as a risky process.

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Business 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.

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BP 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
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BP and CRM Systems Implementation

• Integration of functional areas.
• Control of process flow inside itself and other
  systems.

Process
Process
CRM system
Process
Process
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BP 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
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Role 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.
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Conclusions

• 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.

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