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)
Operational
Processes (Customer
service)
Supporting Processes
(Contact center)
Analytical CRM
Operational CRM
Collaborative CRM
BP and CRM Systems Implementation

Process
Process

CRM system
Process
Process
Integration of
functional
areas.
Control of
process flow
inside itself and
other systems.
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
On-line retail
IT as an essential enabler of
business process development.
Integration of the information and
processes that interacted with
customers.
Hotel
Reengineering
customers.
of
BP
around
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.