8/8/2019 Pnis07-Role and Importance of Business Processes in The

1/14

ROLE AND IMPORTANCE OFROLE AND IMPORTANCE OFBUSINESS PROCESSES IN THEBUSINESS PROCESSES IN THE

IMPLEMENTATION OF CRMIMPLEMENTATION OF CRM

SYSTEMSSYSTEMS

Luis H. Bibiano, Enric Mayol, Joan A. PastorLuis H. Bibiano, Enric Mayol, Joan A. PastorUniversitat Politecnica de CatalunyaUniversitat Politecnica de Catalunya

JISBD 2007. Zaragoza, Espaa.JISBD 2007. Zaragoza, Espaa.

8/8/2019 Pnis07-Role and Importance of Business Processes in The

2/14

OutlineOutline

IntroductionIntroductionCRM SystemsCRM Systems

Business ProcessesBusiness ProcessesBusiness Processes and CRMBusiness Processes and CRMSystems implementationSystems implementation

ConclusionsConclusions

8/8/2019 Pnis07-Role and Importance of Business Processes in The

3/14

IntroductionIntroduction

Customer Relationship Management (CRM) andCustomer Relationship Management (CRM) andBusiness Processes keep a close relationship.Business Processes keep a close relationship.

CRM involves business process change and ITCRM involves business process change and ITintegration in order to work properly.integration in order to work properly.

The CRM implementation normally involvesThe CRM implementation normally involves

business process change and the introduction of business process change and the introduction of new information technology.new information technology.

8/8/2019 Pnis07-Role and Importance of Business Processes in The

4/14

CRM Sys tem sCRM Sys tem s

CRM

ERPSCM

BI

8/8/2019 Pnis07-Role and Importance of Business Processes in The

5/14

CRM Sys tem sCRM Sys tem s

8/8/2019 Pnis07-Role and Importance of Business Processes in The

6/14

CRM Sys tem s element sCRM Sys tem s element s

O perational: allows the support of O perational: allows the support of commercial business processes.commercial business processes.

Analytical: collects data to obtainAnalytical: collects data to obtaininformation related to customers.information related to customers.

Collaborative: supports coordinationCollaborative: supports coordinationand interaction with customers.and interaction with customers.

8/8/2019 Pnis07-Role and Importance of Business Processes in The

7/14

CRM Sys tem s I mplementationCRM Sys tem s I mplementation

Refers to the introduction of CRMRefers to the introduction of CRM

Software into the organizationalSoftware into the organizationalstructure of a company.structure of a company.

Viewed as a risky process.Viewed as a risky process.

8/8/2019 Pnis07-Role and Importance of Business Processes in The

8/14

B us ine ss P roce ss e sB us ine ss P roce ss e s

A business process is a set of linkedA business process is a set of linkedactivities that create value byactivities that create value bytransforming an input into a moretransforming an input into a morevaluable output.valuable output.

BP can be classified in: managementBP can be classified in: management

processes, operational processes andprocesses, operational processes andsupporting processes.supporting processes.

8/8/2019 Pnis07-Role and Importance of Business Processes in The

9/14

B P and CRM Sys tem s I mplementationB P and CRM Sys tem s I mplementationBusiness ProcessBusiness Process CRM SystemsCRM Systems

ManagementManagementProcesses (CustomerProcesses (Customer

segmentation)segmentation)

Analytical CRMAnalytical CRM

O perationalO perationalProcesses (CustomerProcesses (Customer

service)service)

O perational CRMO perational CRM

Supporting ProcessesSupporting Processes(Contact center)(Contact center)

Collaborative CRMCollaborative CRM

8/8/2019 Pnis07-Role and Importance of Business Processes in The

10/14

B P and CRM Sys tem s I mplementationB P and CRM Sys tem s I mplementation

CRM sys tem

P roce ss P roce ss

P roce ss P roce ssIntegration of Integration of functionalfunctionalareas.areas.

Control of Control of process flowprocess flowinside itself andinside itself andother systems.other systems.

8/8/2019 Pnis07-Role and Importance of Business Processes in The

11/14

B P and CRM Sys tem s I mplementationB P and CRM Sys tem s I mplementation

B PM sys tem

P roce ss P roce ss

P roce ss P roce ssIntegration of Integration of processprocessautomation withautomation with

existingexistingsystems.systems.Helps CRMHelps CRMsystem tosystem toautomate andautomate andmanage keymanage keyprocesses.processes.

8/8/2019 Pnis07-Role and Importance of Business Processes in The

12/14

Role of B P in different CRM s cenario sRole of B P in different CRM s cenario s

Company Type in Case StudiesCompany Type in Case Studies Business Process ReferenceBusiness Process Reference

ManufacturingManufacturing DifficultiesDifficulties toto changechange BPBP toto makemakethemthem thethe corecore orientationorientation. .

SoftwareSoftware IT as an essential enabler of IT as an essential enabler of business process development. business process development.

OnOn--line retailline retail IntegrationIntegration of of thethe informationinformation andand processes processes thatthat interactedinteracted withwithcustomerscustomers. .

HotelHotel ReengineeringReengineering of of BPBP aroundaroundcustomerscustomers. .

Bank Bank UseUse of of BPBP toto obtainobtain customer customer insightinsightandand build build longlong--termterm relationshipsrelationships. .

8/8/2019 Pnis07-Role and Importance of Business Processes in The

13/14

Conclu s ion sConclu s ion s

Companies should address CRM as aCompanies should address CRM as acomplex and combined concept requiringcomplex and combined concept requiringappropriate business processes andappropriate business processes andintegrated systems.integrated systems.

The main goal is to achieve anThe main goal is to achieve an

improvement in the quality and efficiencyimprovement in the quality and efficiencyof the business processes related to theof the business processes related to thecommercial area.commercial area.

8/8/2019 Pnis07-Role and Importance of Business Processes in The

14/14