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The Potential in Combining Cloud CRM with BPM

Cloud CRM Featured Article Archive

November 30, 2011

The Potential in Combining Cloud CRM with BPM

By Susan J. Campbell, TMCnet Contributing Editor

Can you drive success by combining customer relationship management with business process management (BPM)? The experts think so, especially if a cloud CRM platform could be utilized. Some form of CRM and CPM software solutions exist in a vast majority of mid to large-sized companies. All have the common expectation of these systems: improved customer service.

As highlighted in this Enterprise Apps Today report, combining cloud CRM with BPM can prove beneficial. Improving data aggregation can grow an underutilized account management process by allowing users to tap into customer data from a cloud CRM solution. This resource for inquiries into mortgage, banking centers, third-party and credit scores can greatly improve worker productivity and efficiency. 

This same concept could be applied to gaining leads and being able to manage them effectively and efficiently to drive the desired results. A cloud CRM relies on imported leads and contacts while the BPM helps organize lead assignment, giving users a faster process when it comes to sales and marketing.

Providing sales professionals with all the tools necessary to do their job well, such as cloud CRM and BPM, ensures a smoother process and increased likelihood of success. BPM has the ability to play a crucial role in the success of cloud CRM with the highest levels of data quality. The process of cross selling and up-selling can be enhanced, maximizing the potential due to the increase in opportunities created.

Cloud CRM and BPM could improve the efficiency and process resolution for customer representatives if collaboration should occur. The more information an agent has, the better equipped they are to move through and overcome the various issues they encounter. A quality BPM could establish a positive relationship for pushing that information and knowledge to the appropriate agent for a quick and efficient resolution.

Businesses are more successful when communication is a key focus. When dealing with account history, especially billing and accounts payable, it is best for everyone involved to know all there is to know about every prospective customer, and existing customer. If an agent is approaching a multi-million dollar deal, a delinquent account could jeopardize it. If each department knows the information and can work together, however, they can drive a positive result.

The best way for cloud CRM and BPM to coexist is to integrate well, taking advantage of each other’s strong points. Missing deadlines, taking control of the sales pipeline, understanding revenues and maximizing investments are all key factors. A Cloud CRM solution can clearly negotiate deadlines and sales but using BPM in conjunction with that information to allow for alerts and other features creates a more productive work environment. Why not make an agent’s job easier?

Susan J. Campbell is a contributing editor for TMCnet and has also written for To read more of Susan’s articles, please visit her columnist page.

Edited by Juliana Kenny
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