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CRM Software

Top Tips: Why BPM Maximizes the Value of your CRM System

macmcconnell-bonitasoft-2014As VP of Marketing at Bonitasoft, Mac McConnell is responsible for all aspects of global marketing, including brand awareness, communications, demand and lead generation, and go to market. He comes to BonitaSoft from BlueBird Strategies, a San Francisco-based lead generation advisory firm that he co-founded and served as managing partner. Previously, Mac was Global Marketing Lead for Sun Microsystems’ mid-market group, where he developed successful programs that generated over $400 million in sales pipeline.

Mac shares his top tips for maximizing the value of your CRM system.

 

Today, most modern and savvy business organizations use some type of CRM system for record keeping, managing the sales pipeline and making the most of their customer data.  What is often overlooked, however, is that most CRM systems focus strictly on basic relationship maintenance. This is where business process management (BPM) can bridge the gap. It can take those relationships to the next level by integrating automatic processes common to customer interactions, eliminating operational silos and improving the viability of legacy CRM systems. Still skeptical? Here are five reasons your organization is missing out on BPM

1.       BPM Improves the Customer Experience

The foundation of excellent customer experience is consistent and continuous service across brands, venues, channels, etc. BPM holds this all together and ensures a consistent service experience by creating a support process customers can interact with so data is immediately loaded into the company’s CRM system by way of a BPM generated form. It’s a perfect example of how BPM is able to extend the capabilities of already competent systems and help avoid small issues that can blow up when data is incomplete or stored outside of the CRM system. But perhaps the biggest customer-facing benefits? The lack of negative chatter regarding your products/services across social media channels.

2.        BPM Maximizes your CRM ROI

Combining CRM and BPM allows organizations to better accomplish goals by measuring the results of new procedures so areas of adjustment may be identified and improved upon.  With the establishment of Key Performance Indicators (KPI), data aggregated from both test results and live processes can be used to identify areas of strength and weakness. BPM also helps standardize the core elements of CRM processes by ensuring employees act in accordance with company-wide policies and procedures. The end result is consistency and continuity for your customers.

3.        BPM Helps Track Profitability

Combining BPM and CRM provides a variety of reporting and measurement tools (dashboards, graphs, templates, etc.) that help measure the profitability of customers and projects. The most immediate value here is a bit obvious – this information can aid your sales team and help their cross-selling and upselling efforts. However, this type of information also provides valuable insight into the most profitable industry segments you should target, how to best optimize your marketing budget and go about planning and executing upon strategic objectives.

4.       Implementation is Not as Hard as You Think

Combining CRM and BPM is easier than you likely think. CRM is designed to reduce complexity, not multiply it. The key is keeping it simple. You just have to approach it the right way and be willing to take the plunge. Immediate ways to accomplish the marriage include ensuring interfaces are simple to navigate and communication is open and apparent.

5.        BPM Ties Everything Together

CRM systems are the foundation for great customer experience, but BPM is the last piece needed to complete the customer experience puzzle. Through a combination of people and technology, BPM’s biggest strength is its ability to complete work across data, people, departments and corporate restrictions in the name of perfecting the customer journey.

A reliable CRM application provides both the tools for managing customer records and the workflow needed to move the process from initial lead to sales prospect to client to return customer, step by step. A solid BPM platform provides the foundation for many other business processes inside the same enterprise. Connecting CRM to BPM makes good sense and good business. It ensures a 360°-view of customers, but most important, it allows a deeper understanding of the goals organizations are trying to achieve via CRM.

 

Mac McConnell is VP of Marketing with Bonitasoft, a provider of process improvement solutions.

 

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