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 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
Business Process
CRM Systems
Management Processes (Customer segmentation)
Analytical CRM
Operational Processes (Customer service)
Operational CRM
Supporting Processes (Contact center)
Collaborative CRM

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
Company Type in Case Studies
Business Process Reference
Manufacturing
Difficulties to change BP to make them the core orientation.
Software
IT as an essential enabler of business process development.
On-line retail
Integration of the information and processes that interacted with customers.
Hotel
Reengineering of BP around customers.
Bank
Use of BP to obtain customer insight and build long-term relationships.

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.