News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Build Apps 5x Faster
For Half the Cost Enterprise Cloud Computing
On Force.com
You are here: Home / CRM Systems / CRM Booming, BPM Critical Too
DDoS Protection Powered By Verisign
CRM Booming, Business Process Management Critical Too
CRM Booming, Business Process Management Critical Too
By Jennifer LeClaire / NewsFactor Network Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
JUNE
19
2013


Considering the sheer spending on Customer Relationship Management software this year alone, it's clear that enterprises see the benefits of popular CRM platforms like Salesforce.com and Microsoft Dynamics CRM.

According to a recent Gartner research report, global spending for all enterprise software (including CRM) will be $304 billion in 2013, with growth of 6.4 percent over 2012 spending. The market research firm said demand is being driven by strength in software suites offering customer relationship management, supply chain management, and social networking, as well as Web conferencing and collaboration.

Gartner predicts that CRM specifically will grow to be a $36.5 billion market by 2017. That's on a compound annual growth rate of 15.1 percent between 2012 and 2017, and is dramatically up from a Gartner forecast earlier this year of a $20.6 billion market by 2017.

While those numbers are key to the CRM software makers, what's most important to customer service managers and sales directors is how to leverage their CRM platforms to improve the customer experience in ways that boost customer satisfaction, sales, and profitability. If the customer experience isn't managed well from a human resources front, all that spending on CRM tools can be a complete waste.

Melding Business and Customer Strategies

To learn more about how companies are using CRM software not only manage customer relationships, but also to shape the overall customer experience, we spoke with Colosa CEO Brian Reale. His company develops ProcessMaker and ProcessMapper -- open source software for Business Process Management, workflow management, and related analytics. His perspective reflects how CRM software can be used most effectively as part of a broader Business Process Management (BPM) approach.

Reale describes Customer Experience Management as a classic example of a knowledge-worker discipline.

"Today's knowledge worker needs the ability to quickly find and utilize customer information in order to deliver the best possible customer experience," he said. "When software is used as part of Customer Experience Management in an organization, the ideal solution should utilize not only CRM software but also BPM software." And knowledge workers, whether they're service reps, contact center staff, or salespeople, need to "be able to move in and out of the worlds of CRM and BPM interchangeably."

Reale points to high school physics as a reference. Sometimes light behaves like a wave and sometimes like a particle. As he sees it, Customer Experience Management (CEM) is similar with regards to its relation to both Customer Relationship Management (CRM) and Business Process Management (BPM). Sometimes, the knowledge worker needs the flexibility of CRM-style activities, while at other times, that same worker needs the rigorous repeatable discipline that only BPM can provide. Any solution that ignores one side of this equation will inevitably result in an incomplete and potentially undesirable outcome in terms of actual customer experience. (continued...)

1  |  2  |  Next Page >

Tell Us What You Think
Comment:

Name:

Mike Richardson, managing:

Posted: 2013-07-10 @ 1:35am PT
An excellent article that highlights the importance of incorporating various programmes and technologies into your CRM system to ensure it has a positive impact on your business. What's more, as Jennifer rightly points out, it is no use having a CRM in place that focuses solely on your customers if it doesn't also aid with business process management, which can boost a productivity and efficiency within a business. Maximizer CRM 12 Summer 2013, for example, features more advanced integration with Microsoft Office, Outlook, Gmail, LinkedIn and now, HubSpot all-in-one marketing software to do exactly this. This integration allows businesses to gather more detailed intelligence on prospects, thereby supporting the sales offer and improving the impact of marketing campaigns for more information visit our website www.max.co.uk

Lars Helgeson:

Posted: 2013-07-09 @ 2:30pm PT
This is a great article, and it definitely highlights a need for more integration of these components. A great CRM is always going to be limited because CRM in only just one part of a business. A truly integrated platform is the only way to address the complexities of business.

There are very few companies out there that address this. InfusionSoft and GreenRope are the only integrated platforms on the market, and offer arguably greater value and business process management than any separate software that requires complex customization and API programming.

I think a great followup article would touch on software that comes out of the box with real CRM / CEM / BPM integration built in. Being able to do predictive analytics, workflow management, and lead scoring in a single software platform is a game changer for any size business.

Mike Rodner:

Posted: 2013-06-20 @ 11:22am PT
Great interview, however I am amazed about not mentioning Salesboom.com, which is a lot better than salesforce.com and is known for being functional, efficient while being affordable !

Like Us on FacebookFollow Us on Twitter
TOP STORIES NOW
MAY BE OF INTEREST
Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.
MORE IN CRM SYSTEMS
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Dairy Queen Latest Retailer To Report Hack
Dairy Queen is known for its hot fries and sweet treats, but it just made cyber history as the latest victim of a hack attack. The fast food chain said that customer data at some stores may be at risk.
 
Lessons from the JPMorgan Chase Cyberattack
JPMorgan Chase is investigating a likely cyberattack. The banking giant is cooperating with law enforcement, including the FBI, to understand what data hackers may have obtained.
 
Who Is the Hacker Group Lizard Squad?
Are they dangerous or just obnoxious? That’s what many are wondering about the hacker group Lizard Squad, which tweeted out a bomb threat that grounded a flight with a Sony exec aboard.
 

Enterprise Hardware Spotlight
HP Previews ProLiant Gen9 Data Center Servers
Because traditional data center and server architectures are “constraints” on businesses, HP is releasing new servers aimed at faster, simpler and more cost-effective delivery of computing services.
 
Apple Set To Release Largest iPad Ever
Tech giant Apple seems to have adopted the mantra “go big or go home.” The company is planning to introduce its largest iPad ever: a 12.9-inch behemoth that will dwarf its largest existing models.
 
Alert: HP Recalls 5 Million Notebook AC Power Cords
HP is recalling about 5.6 million notebook computer AC power cords in the U.S. and another 446,700 in Canada because of possible overheating, which can pose a fire and burn hazard.
 

Mobile Technology Spotlight
Samsung Maps Its Way with Nokia's 'Here' App for Galaxy Phones
Korean electronics giant Samsung has opted to license Here, Nokia’s mapping app -- formerly know as Nokia Maps -- for its Tizen-powered smart devices and Samsung Gear S wearable.
 
iPhone 6 May Do NFC-Based Mobile Payments
Apple's latest version of the iPhone may have a mobile wallet to pay for purchases with a tap of the phone. The iPhone 6 reportedly is equipped with near-field communication (NFC) technology.
 
Apple Sets Sept. 9 Event: iPhone 6, iWatch on Tap?
Save the date. Apple formally announced that its long-anticipated “special event," will take place on September 9. Does the tech giant have the iPhone 6, and the iWatch up its sleeve?
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.