15 February 2018

Companies that find CRM capabilities insufficient, opt for BPM systems

In an interview with CRM Practice, ELMA expert Mihail Saratov summarized the situation on the CRM market over the last year. Here is the complete interview.

— In your opinion, what was 2017 like for your company and the industry in general?

— It was a good year for developers of automation software. The region has shown certain growth and the businesses turned to IT and software in particular.

For ELMA it was a great year because the companies previously interested in CRM have matured and are now interested not only in registration of customers and data collection but also pay attention to their customer management processes.

Shifting from simply capturing a customer to including the customer into a unified business process has become a driver for BPM solutions.

— Which global trends have had an impact on the CRM market in CIA countries?
— Russian CRM developers are starting to commit to specific areas. This is exactly what happened abroad a couple of years ago. The systems are dividing in two types: CRM systems for small businesses, which aim at increasing employee performance and offer service to customers through different channels; Enterprise systems, which develop towards big data analytics and end-to-end processes.

— Which CRM project of the year was the most memorable?

— The Capital Bank project was rather special. Not just because of the size, although Capital Bank is the largest in Azerbaijan. What really stood out were the strategic decisions made together by the client, McKinsey consultants, and ELMA project team.

Companies of such size usually use 15-20 systems at a time. We reduced the number to 2. We decided not to implement a classical CRM system. Instead, we opted for a BPMS linked with ABS. CRM activities are distributed between data storage and processes in ELMA BPM. We managed to make the client’s business processes more controllable and transparent. It is essential for a company with 250 000 daily tasks in 90 offices all over the country.

— What would you say is the key factor for CRM industry development in the new year?
— We expect CRM systems to upgrade. Nowadays it is not enough to collect information about a customer, but it is necessary to include the customer in the company’s internal processes in order to guarantee a high level of service.

You can see it in the mass market where customer loyalty usually depends on personal approach and the quality of the product. In B2B, this has already happened: by means of business processes and BPM systems, most departments of a company are engaged in customer relations.

— In 2018, what are your company’s plans for development of existing and new CRM tools?
— We are not much interested in such CRM trends as integration with social media because they are not a priority to our customers – medium and large companies. For such companies, it is more important to streamline their user processes. Therefore, we plan to create tools for process analysis and consequently better process efficiency.

Currently we are working on a solution for customer processes that would allow controlling bottlenecks, Customer Journey Map and employee efficiency without having to prepare complex reports or do analytics manually.

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Ekaterina Mokrushina
Marketing Specialist