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Posted by William Band on April 27, 2011
In the midst of all the buzz in the CRM space about “social” and “mobile” CRM spotlighted in my recent reports, I am observing another important trend. There is a convergence of customer relationship management (CRM) and business process management suite (BPMS) solutions to support better customer experiences and deeper customer engagement.
Our research shows that only 10% of companies deliver outstanding customer experiences. The laggards have a choice: They can either continue to whistle while passing the graveyard, or make a bold, sweeping stroke by focusing on deeper engagement with their customers. How? By taking a hard look at business processes that traverse organizational silos, bringing the back office closer to the front office while transforming strategic cross-functional processes.
Customer service managers in particular struggle to balance customer experience and cost: siloed communication channels, impersonal service, and an inability to enforce company processes or meet regulatory compliance negatively affect satisfaction and increase costs.
To resolve this dilemma, there is continued interest in traditional “record-centric” CRM solutions, but I also see more adoption of “process-centric” BPMS solutions. In fact, the characteristics of these two are converging in the latest releases from the respective vendors.
Consider traditional, record-centric CRM solutions when you:
Consider business process-centric BPMS solutions when you are:
We will explore this topic at Forrester’s IT Forum 2011 (ITF), May 25-27 in Las Vegas and Forrester’s IT Forum EMEA 2011, June 8-10 in Barcelona, Spain. I am leading a series of analyst presentations organized around the theme “Transform Processes That Touch Customers!”, and I will be exploring the pros and cons of each approach during my presentation “CRM Meets BPM.” I hope to see you there.
Special offer for blog readers: Register for IT Forum by visiting the website or calling +1 888.343.6786. Use the promo code IT11BLOG and save $200 off the non-client rate.
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