BPMonline Spotlight Report

Positive customer experience is becoming a paramount business driver. Companies thus need to reorient their business processes toward delivering the best customer experience possible. A process-based CRM solution can help organizations place customer satisfaction in a central position when defining business processes, values, and goals. See how BPMonline’s rare product can help you synergize BPM and CRM and innovate your customer experience strategy.

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Company Background

Founded in 2002, BPMonline is headquartered in the United Kingdom (UK), with presence in more than 35 other countries. In its early days, the company set out to produce technology that automates customer relationship management (CRM) organizational processes. Today, BPMonline offers a rather rare product within the CRM market—that is, a process-based CRM solution. Organizations using BPMonline products can place customer satisfaction in a central position when defining internal and external processes, and corporate values and goals.

BPMonline products attract customers from various industries and sizes. Today, about 300,000 users within 5,000 organizations across the globe use BPMonline applications.

While BPMonline caters to the CRM market and competes against well-known products such as Oracle Siebel CRM, SAP CRM, Microsoft Dynamics CRM, and Salesforce CRM, its direct competitors are vendors offering similar process-based CRM products, such as Pega Systems and Sword-Ciboodle (acquired by KANA).

BPMonline delivers process management for CRM functions by combining CRM’s main modules (contact management, sales, service management, and marketing automation) with business process management (BPM). One of the main qualities of a process-based CRM solution is that it allows for the constant creation, testing, and modification of business processes for sustaining customer-related activities.

The product includes a drag-and-drop customization capability that allows users to perform changes in the system without having to involve information technology (IT) specialists. In addition, customers get an open configuration and therefore do not rely on the vendor for making changes to the system.

The solution can be deployed on premises or on demand. The ondemand option implies a pay-as-you-go model which includes free updates and support. The application is hosted at the data centers of a certified hosting provider. The on-site deployment involves a onetime payment and lifetime license for the application. In this case, companies have to host BPMonline on their own servers. 

Although a BPM system is considered a luxury that only large organizations can afford, BPMonline acknowledges that all organizations (including small to medium businesses [SMBs]) require processes to eliminate errors and speed operations. Large enterprises need to not only communicate with large communities of clients, but also properly understand each client to ensure personalized interactions—thereby necessitating the automation of customer-related activities. Although SMBs tend to have more intimate relationships with their fewer customers, they still need process-based CRM to facilitate the sharing and accurate management of information across all of their departments, from sales to marketing, to customer support, to product development.

BPMonline’s market strategy echoes the increasing market demands for CRM plus BPM, as well as for ensuring pleasant customer experiences. The vendor delegates business analysts to identify a customer’s CRM needs and to guide its clients to the best combination of BPMonline functionality. Due to the flexibility of its product, BPMonline caters to a wide range of industries (e.g., legal, private investment, real estate, banking, distribution, advertising, retail, and telecommunications). Midsize companies and large corporations requiring 50+ licenses make up the vendor’s preferred market segment. BPMonline targets organizations that are located mainly in Europe, the UK, United States, and Canada.

BPMonline developed a partner network which allows for its product to be present in more than 35 countries worldwide. The company works with value-added resellers (VARs), independent software vendors (ISVs), and consulting firms.

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