Slideshow 4 Best Practices for Process-Centric CRM

Published
  • January 25 2012, 9:20am EST
5 Images Total

Understand When Process Solutions Complement CRM

Make a solid first step by understanding and defining what user groups need support and how that support will be delivered across the enterprise and presented to customers. Be aware of the degrees of cross-system coordination, find places to cut manual work, acknowledge the role of the knowledge worker, and characterize applications access and customization.

Determine Goals and Operating Frameworks

Because business process projects are iterative and center on improving business objective performance, the projects often sidestep a fixed work schedule. To that end, Forrester reports more enterprises adopting a target operating model (TOM), an abstract representation of how an enterprise operates across process, organization and tech domains to deliver on its scope. Working backward with this TOM from the services delivered to customers enables an experience-based method for framing operational processes.

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Adopt an Agile Implementation Philosophy

Keep BPM methodologies in mind, especially with the skills required to use business process solutions. With those ideas factored in, IT and business can stay on the same page of the new CRM process with cross-functional team planning and “bite-sized” phases.

Track Process Change Management Closely

Sea changes in the business process practice offer an optimum time to frame a change management initiative. To truly move the enterprise toward a new process-centric mentality, Forrester recommends putting in place a change vision that includes a detailed change plan, governance structure, change management methodology, execution plan, performance incentives and continuous assessments.

4 Best Practices for Process-Centric CRM

To access the full report by Forrester researcher/analyst William Band, which includes pitfalls the avoid along the process path, click here. All images were used with permission from ThinkStock.