As I mentioned in a blog post last April, in the midst of the buzz in the CRM technology world about “social” and “mobile,” I continue to see rising demand for customer management solutions that have a strong core of workflow and business process management capabilities. I call this phenomenon “CRM meets BPM.”
I have just launched a research cycle to delve into the topic more deeply and would very much like get your perspective on this trend.
This emergence of process-centric customer management solutions is being driven by an increasing recognition by companies, particularly in services industries, that if they want to deliver great customer experiences, they must learn how to get control over their “untamed processes” that touch customers.
My colleague at Forrester Craig Le Clair, who coined the term, says “untamed business processes form in the seams and shadows of the enterprise, require a balance of human and system support, and cross department, technology, information, and packaged application silos to meet end-to-end business outcomes.”
Classic untamed processes that touch customers in the financial services industry include all types of service requests, such as product change requests, customer onboarding, negotiated documents, proposals, product support, claims, underwriting, and loan origination. Another type is incident management — for example, dispute resolution, complaint management, and order exception management.