How does BPM make effective customer relationship management?

by Ed Reiter 8. September 2010 14:33

CRM is the front-line contact with the customer. BPM is the main tool used by the Customer Service or CRM to guarantee the customer experiences is a positive one every time they have a transaction with the organization.  Without the correct processes in place, even the best Customer Service Team cannot provide a consistent experience to the organization’s customers. BPM is taking a new role in CRM. A well defined BPM strategy can bring transparency to the CRM or Customer Service effort.

For some time now organizations have been trying to deliver better and better customer service. CRM has focused on capturing detailed customer information, used mainly for sales and marketing to generate further sales. Customer Service relies on employees to resolve customer issues.

In this scenario the customer's experience will vary depending on the employee interpretation of company policies. This explains why organizations are still spending quite a bit of amount of money and not achieving higher customer satisfaction scores.

Customer Service has been an isolated area in organizations that is left on its own to resolve customer issues that may involve multiple areas of the organization. Many organizations have not found a resolution to this challenge.  This is where BPM can help.

Most CRM or Customer Service systems have been standalone solutions that are used in the front-end of the organization where direct contact with the customer occurs. These systems have limited integration with other areas or the back-office. This approach relies on the processes and policies of the Customer Service organization and its isolated systems.  This relies on manual communications to other areas of the organization to resolve customer issues.  The real customer issue may be lost in the shuffle.

By implementing a BPM solution, organizations can define the customer service processes that will involve interdepartmental dependencies and provide more efficient, positive customer experiences and lower costs. BPM solutions are fundamentally different than CRM, or Customer Service solutions, because these solutions span all areas of an organization. These solutions involve the process from start to finish, and can incorporate employee tasks, communications functions and other systems to produce efficient, structured customer-focused processes.

Think of a customer service department that is guided through each step of a transaction with a customer. Imagine a solution where the employee knows exactly what to do and say in every situation. The escalation process to other areas of an organization and to legacy systems was automated, so that issues could be resolved with speed and efficiency. That's what the BPM solutions like AuraPortal can offer.

This revolutionary approach to Customer Service begins to change the way organizations find customer loyalty. By delivering a consistent positive customer experience across the organization, organizations can quickly change the customer experience, increase customer loyalty and deliver positive results, both to the customer and the bottom line.

BPM solutions enable organizations to make changes in processes easily and efficiently. Organizations that do not adopt BPM solutions to correct their processes and become more efficient mostly rely on employee training and employee behaviors to bring about change. BPM offers transparency, consistency of process and more integration throughout the organization.  This does bring about the desired change.

Implementing a BPM strategy that puts the focus on the customer makes for a more efficient operation, and it delivers improved management and resolution of customer issues. This helps organizations achieve increased efficiency and improves the customer experience. 

Next Time I will discuss “How does BPM bring about transparency to Customer Service?”
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BPM | Customer Experience

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