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.

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

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.

CRM Systems CRM ERP SCM BI

CRM Systems

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.

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

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.

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

BP and CRM Systems Implementation Integration of functional areas. Control of process flow inside itself and other systems. Process Process CRM system Process Process

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

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.

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.