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

 Refersto 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 Analytical CRM
Processes (Customer
segmentation)
Operational Processes Operational CRM
(Customer service)

Supporting Processes Collaborative CRM

(Contact center)
 BP and CRM Systems Implementation
 Integration of
Process Process
functional
areas.

CRM system
 Control of
process flow
inside itself and
other systems.
Process Process
BP and CRM Systems Implementation
 Integration of
Process Process
process
automation with
existing
systems.
BPM system
 Helps CRM
system to
automate and
Process Process manage key
processes.
 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 IT as an essential enabler of
business process development.
On-line retail Integration of the information and
processes that interacted with
customers.
Hotel Reengineering of BP around
customers.
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.