With the advent of online business process management software, many people engaged in business processes wonder, how should CRM and BPM workflows interact with one another? As is well known, these solutions have much in common and serve almost the same goals, but still each of these approaches has its own features, possibilities, and techniques. It is important for modern enterprises to make the most out of their business software, paying special attention to BPM/CRM integration.
Talking about business process management, we should not leave bpm’online unmentioned. This cloud-based system meets the needs of both medium and large organizations from all industry areas. It has received a number of world-recognized awards, including the ISM Top 15 CRM Software Award, CRM TOP AWARDs, the Tech ROI 2014 Awards, One to Watch 2014, and many others. Bpm’online embraces the idea of BPM and CRM integration and possesses a variety of tools for process streamlining and performance improvement. Get additional information about bpm’online on the platform’s official website. Here, you can also ask the vendor any questions regarding the software’s performance and try its free version. In order to get additional information on its CRM tools, visit https://www.bpmonline.com/crm-products.
Where CRM and BPM Meet
It needs no saying that today’s world is changing rapidly. Sometimes companies fail to keep pace with the numerous changes in legislation and administrative procedures. Client needs and requests are also constantly changing. Today’s consumers give preference to simple products, user-friendly solutions, and transparent patterns of interaction with those who provide them various goods or services. In order to satisfy these market requirements, companies apply to BPM/CRM integration, which lets them deliver high quality customer service, improve their overall performance, and increase volume of sales.
Both CRM and BPM online solutions deal with the interaction between the enterprise and its customers. Each of these two systems is involved in doing certain things, which make buyers come back again and again. They use almost the same sets of tools, such as the Net Promoter Score, and pay a lot of attention to metrics (client retention, customer turnover, potential for increasing sales, and so on). This is where CRM and BPM softwares meet: they focus both on business process improvement and customer support enhancement.
Advantages of BPM/CRM Combination
- Better data management
CRM tools do a good job managing the company’s information that is correlated directly with the client accounts and the purchase funnel. But outside of this system, the data that is required by the company can be received only from business process management solutions. For instance, lead generation employs a number of different data sources, and it is BPM software that extracts required data from all these contact points. Thus, integration of BPM and CRM solutions accelerates sales and marketing initiatives.
- Improved selling opportunities
With customer management software, you get an excellent insight into the company’s clients, their purchasing preferences, the stuff’s communications with them, etc. More importantly, CRM helps enterprises distinguish the steps they are to undertake, if there are any. The role of BPM is a little different here: it helps companies define clearer sales objectives, which can include both new and current products promoted by the company’s marketing department. Working together, these two platforms will help you understand what services and goods your clients need, which is very important if you want to strengthen your cross selling and upselling opportunities.
- Faster resolution of client issues
When a customer puts a request, he/she expects a prompt resolution. In most cases, when the customers’ issues are well known to your client support representatives, the latter ones do not have to waste time thinking about the best way to resolve an issue. But sometimes, when there is a specific case concerning one particular customer (for instance, when the customer hasn’t received an order in time), BPM and CRM integration assures that it won’t happen again. It promotes easier product tracking and boosts the process of specifying the factors, which hamper fast delivery.
- Precise revenue prediction
Customer relationship management solutions track different metrics, such as the number of prospects and leads, the amount of sales calls your specialists have made within a sales cycle, the number of new and prospective clients making orders, the number of retained customers, the amount of time needed to close a deal for purchase, and others. But when you combine all these possibilities with the appropriate BPM tools, you’ll get the opportunity to use specific customer data and sales records, improve and customize invoicing and other financial procedures, therefore, ensuring better revenue results.
- Maximized ROI from CRM
In accordance with your organization’s needs, your CRM investment can vary in a wide range of values. Combined with online BPM solutions, such systems can turn into the technological bloodlines of most customer service processes, which unlocks the full potential of your customer relationship management tools. Your enterprise will get the opportunity to handle its sales and marketing purposes much faster and easier. When successfully performed through CRM and BPM systems, most of your routine processes will show themselves in a new light, so that you could see whether the deployed processes are promoting those aims, which spheres of the company’s performance demand improvement and what practices should be implemented in order to increase process efficiency.
- Better mistake vs. accomplishment insight
The long-run objectives of BPM banking solutions can be the following:
- to continually improve business processes;
- to create processing routes;
- to automate workflows.
BPM/CRM integration can offer you the benefit of using numerous dashboards, charts, templates, and other reporting instruments aimed at accurate measurement of every client’s profitability, as well as the number of gained and lost purchasers. Thus, you will obtain a better insight into the specific groups of your customers you should concentrate your marketing activities on. On a short-term horizon, this will let you create effective strategies, which will help your company avoid unprofitable purchases.