For Sales, Marketing & Customer Service teams, CRM is the most important tool to get things done on a day to day basis. Today, most of the enterprises use some form of CRM system to manage their leads, opportunities and accounts.
CRM platforms have evolved over the years; they can handle all information related to a customer right from inception to retirement.
It is also true that most of the businesses who use an enterprise grade CRM are evaluating or already have a BPM system in place.
So why do we need an integrated CRM system with advanced BPM capabilities?
Here are five use-cases which will supercharge your CRM with advanced BPM integration!
1. Automate Lead Distribution
Most CRM systems can automate lead distribution based on role, territory, custom fields, etc. They also have a basic workflow engine built-in for lead distribution. But, what if you want complex workflow capabilities where various tasks are automated and several level of system and human approvals are needed.
Here is an example, you may want to assign a HNI (High net-worth Individual) lead to your best account manager, who also has specific subject matter expertise, has insight about this customer’s investment patterns and is available in the same geo as your customer. You could either manually do this or automate it using a complex workflow which will query various systems and then assign the lead automatically.
CRM systems are not built for addressing these kind of complex workflow functionalities. Advanced BPM systems can address these seamlessly, as they are built for the very same purpose.Similarly, there are various other use-cases where businesses need complex workflow and rules management capabilities which are better suited for BPM systems.
2. Improve Lead Quality
Quality of leads can determine the value and time spent on sales closures. When sales executives are equipped with latest, accurate information with regards to the customer account, preferences, buying patterns, account history, renewal details and recommendations; the probability of timely closure is much higher.
All this information may not always be available at one place. This is where a robust BPM system can add tremendous value by aggregating data from various internal and external systems. Sales executives can then reach out to the right customers at the right time with the right sales pitch.
3. Improve Cross Sell and Up-sell opportunities
“Single view to a customer” has attracted lot of steam especially with regards to large BPM projects. This can prove to be a boon for sales and customer service agents. If they have a single window with all the crucial information related to a customer, it can equip them to have meaningful conversations with customers.
It also enables them to cross-sell and up-sell based on the conversations they are having and insights on their integrated dashboard.Modern BPM systems enable businesses to build such interfaces with ease.
4. Personalized Offers
Personalized offers have become a norm these days. More and more enterprises are using business rules and process automation technologies to create personalized offers for consumers based on their tastes, wants and aspirations.
A CRM system can take advantage by integrating with a BPM system which in turn can churn out offers based on the customer’s demography, browsing history, wish-list, current subscription, etc.
5. Improve customer service
Timely issue resolution and consistent customer experience is amongst the top priorities of customer service managers. An integrated CRM-BPM solution equips customer service agents with better issue resolution, training and knowledge management which ultimately helps in providing better customer service.The benefits of integrating your CRM with a robust BPM platform go beyond these use-cases.
In our experience you can achieve all the above capabilities by customizing your CRM system. The problem is, CRM systems are not built to handle these use cases. In the long run, enterprises either scrap these capabilities or have large teams to manage them, either of which is not the ideal solution.For more information on how you can go about integrating your existing CRM with iLeap or any other BPM system, do write to us and we will be happy to organize a free consultation session for you.