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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.
Where's the Disconnect?
"One thing I have noticed over the years is that the CRM world generally does not tend to know much about BPM. On the other hand, the BPM world has a much better understanding of CRM," Reale said. "The explanation is relatively simple and is akin to the same reason why the stereotypical American is often accused of not knowing much about the rest of the world."
The ignorance may be simply a matter of relative size. BPM is about a third of the CRM market. For that reason, CRM gurus will often be oblivious to their counterparts in the BPM world.
"This is one of the main reasons that focus needs to be brought to this subject, and it is important to highlight the different benefits of both CRM and BPM when it comes to CEM," Reale said. "Otherwise, CEM will always be equated with CRM, thereby resulting in an incomplete and unfulfilling customer experience."
The Real Take-Away
It's important not to get lost in the acronym-laden debate of CRM vs. CEM vs. BPM. The key take-away for sales and service managers, as well as top level execs, is this: While customer relationship management software gives you the tools to stay in touch with your customers and prospects, that's not necessarily enough to ensure success.
Managers also need to consider and guide the business processes that dictate how best to leverage CRM tools. The goal is to ensure that your business processes are customer focused -- with an eye toward optimizing each customer contact and ensuring that the customer experience is positive.
A sales rep can efficiently use CRM software to contact the same prospects over and over, but, is that repeat contact resulting in a sale? By taking a business-process management approach in combination with a customer-experience management approach, managers can help set a course to guide the sales team most effectively. (continued...)
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
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.
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 !