CRM SYSTEMS

Operators do what they can to secure themselves from revenue and customer leakages, but they still make simple errors. “Let’s manage our customers, so they wouldn’t want to leave us and would want to buy more from us – let’s buy a CRM system” this is an idea most of them already brought to life long ago. The idea that a CRM system alone is not enough to manage customer relationships well, we have known for a couple of years.

CRM systems tend not to deliver on this promise. Why? There are many different reasons. One of the main reasons is that customer data is not integrated in a single location and managed consistently, and even if it is somehow, it is not always turned into useful knowledge in day to day operations Today, BPM and BI are increasingly popular concepts aimed at developing the capability of CRM to deliver the intended results: revenue growth and customer retention. This direction looks promising – in the fight for customers, a successful operator’s CRM system will manage centralized and integrated customer data and turn it into knowledge with Business Intelligence while providing leverage by injecting it into business processes: in a BPM-driven process, appropriate data is gathered, which BI uses to deliver relevant, real time suggestions for “what to do”. This should help eliminate the situations described in this article, making both the customers and the operators happier.

Tags: BPM, BPM solutions, Business Inteligence software, CRM, crm solutions for companies, software for business

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