BPM is more than just a process automation tool. It is also a key componet to enhancing Customer Relationship Management (CRM) system. When most people think about CRMs they think solely about their exisiting customer base and how they can better serve them; however, this mentality is a tunnel vision approach to managing accounts and contacts that could be critical to your sales team.
An effective CRM system should do more than just manage your relationship with current customers. It should extend beyond active customersup to the beginning of the pipeline where prospects and leads are acquired. Whether your sales cycle is 6 days or 6 months the same ideaology applies. Prospects and leads need information and follow up communication if they are ever going to become more than just a prospect. Often times follow up emails or calls are missed as a result of:
An effectively used CRM creates the greatest opportunity to drive customer satisfaction, loyalty, and new customer onboarding, which in turn increases and helps maintain a steady stream of revenue. A CRM is a key part of a complete and fully functional Business Process Management (BPMS) Suite. Using a BPM Suite as a facet for your CRM initiatives enhances your ability to track and report on critical sales activities. It is a robust tool that can help you effectively monitor and pursue prospects and leads throughout your pipeline to ensure the necessary follow ups and touch points are met; and more importantly, that these activities are being logged. |
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Using the rules, alerts, and notifications that are found in the Ultimus Adaptive BPM Suite the sales team can set reminders on who they need to follow up with, when, and specifically what about. Moreover, BPM based CRM systems give supervisors and managers the ability to monitor sales activity as it is logged (or not logged) allowing them to generate better reports, forecasts, organizational strategies, and appropriate actions plans.
Automating the processes in which you call on and follow up with leads and customers can be a simple solution to ensure that the right measures are being taken to maintain and grow your company. What kind of CRM system is your company using now? Does it include managing and tracking prospects? Does it provide management with visibility into pipeline activities?
Related Links:
What is SAP and How Does BPM Integrate With it?
Business Processes Should Not Be Driven By IT Initiatives
Business Processes: Recognizing You Need Business Process Improvements
Avoid Investing in Workflow in Non-Workflow Applications
Mitigate Risk by Modeling Your Business Processes
Mary Katherine Strupe
Marketing Coordinator
Ultimus
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