pnis07-role and importance of business processes in the
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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.
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OutlineOutline
IntroductionIntroductionCRM SystemsCRM Systems
Business ProcessesBusiness ProcessesBusiness Processes and CRMBusiness Processes and CRMSystems implementationSystems implementation
ConclusionsConclusions
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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.
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CRM Sys tem sCRM Sys tem s
CRM
ERPSCM
BI
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CRM Sys tem sCRM Sys tem s
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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.
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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.
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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.
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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
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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.
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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.
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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. .
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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.
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