Customer-facing processes are challenging to manage because they are always changing. Conventional workflow automation and stand-alone business process management (BPM) technologies lack many critical components found in customer relationship management (CRM). However, converging BPM and CRM provides the responsiveness, cost-effectiveness, and manageability to achieve optimal results. The converged approach helps align priorities enterprise-wide, reduce risks, and unblock revenue growth potential.
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If only CRM could tap into inventory status, for example, to prompt call center agents to up-sell, then revenues could increase. Conversely, the ability to apply CRM data to other processes could make a company more competitive 'checking customer status when prioritizing work queues or scheduling service, for example. Achieving this level of ongoing integration and collaboration, when separate CRM and BPM applications are deployed together, takes significant money and time. And it may not even be