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ROLE AND IMPORTANCE OF BUSINESS PROCESSES IN THE IMPLEMENTATION OF CRM SYSTEMS

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

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ROLE AND IMPORTANCE OF BUSINESS PROCESSES IN THE IMPLEMENTATION OF CRM SYSTEMS

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  1. 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.

  2. Outline • Introduction • CRM Systems • Business Processes • Business Processes and CRM Systems implementation • Conclusions

  3. 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.

  4. CRM Systems CRM ERP SCM BI

  5. CRM Systems

  6. 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.

  7. CRM Systems Implementation • Refers to the introduction of CRM Software into the organizational structure of a company. • Viewed as a risky process.

  8. 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.

  9. BP and CRM Systems Implementation

  10. BP and CRM Systems Implementation • Integration of functional areas. • Control of process flow inside itself and other systems. Process Process CRM system Process Process

  11. 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

  12. Role of BP in different CRM scenarios

  13. 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.

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