Business Process Management (BPM) Software for CRM Applications

This competitive arena is evolving on a second-by-second basis and no company is free from the effect of commercial rivalry. Indeed, as Customer Relationship Management (CRM) professionals readily confess, the relentless jostling for the acquisition of new customers or the retention of existing clients have now become precise arts in their own right.

Yet, throughout the evolution of CRM, one thing has remained true; the customer is king. Industrial analysts from both the technical and non-technical arenas have predictably revamped this old-age marketing truth with phrases such as ‘Personalisation,’ ‘One-to-One Marketing,’ ‘Customer Experience Management” and today’s latest mantra ‘Customer-Centric’ marketing. Unfortunately, the fact remains that nothing has really changed in 20 or so years. It’s all about who can fulfil the customers needs cheaper, quicker and in the most personal, professional and intelligent manner.

In pursuit of this Holy Grail of CRM, many organisations have deployed powerful CRM applications and brought about greater structure, meaning and professionalism to the management of their customer relationships. Furthermore, CRM systems have facilitated strong business forecasting, increased accountability and visibility of the marketing department and made a solid contribution to organisational growth.

Yet, although the success stories of CRM systems are well documented in industrial circles so is CRM’s achilies heel; its complete dependence on people.

Popular business processes CRM professionals have automated include:

Event-Based E-mail/SMS Marketing Shots
Sales Reports
Literature Request Fulfilment Processes
User E-mail Archiving
Sales Representative Performance Reports
Creation and Distribution of Welcome Packs