MASTERING DIGITAL TRANSFORMATION WITH CRM POWERED BY BPM TECHNOLOGY How to keep up with changes in business and customer behavior Key takeaways: 01. How to enable digital transformation through agile process management 02. How process-led transformation can deliver an engaging customer experience 03. Why CRM combined with BPM technology drives business transformation in enterprises
2 Top challenges of digital transformation Organizations must evolve to Customer experience: Processes: Technology: address the changing business environment if they want to survive. Digital transformation is one of the most viable strategies to accelerate business activities, processes, competencies and models and fully leverage the opportunities available through digital technology. Understanding the digital customer experience (DCX) is one of the primary aspects of digital transformation. Achieving a good DCX is also the biggest obstacle and challenge of digital transformation. Social media, mobile devices and other technologies have become the Digital transformation is impossible without transforming the processes within a business. This involves many challenges as processes built five years ago may no longer be adequate. The adjustment and automatization of business process can be overwhelming but there are Ideally, technological innovations are implemented according to business needs. However, transformation is not just about technological innovations and their impact on business. It is also about how these innovations are adopted and used and what value they bring to the Digital transformation is very much a business transformation. It requires investing in people, technology, systems and processes to fabric of modern life and this necessitates drastic changes within organizations, forcing them to adapt in order to maintain relevancy. approaches and innovations, such as CRM combined with BPM technology, which can help to overcome these obstacles. organization. Implementing technology that provides the agility to change processes on the fly and make changes easy is crucial. upgrade how businesses work in the modern digital economy. In order to succeed, companies 77% 61% 55% have to be prepared to overcome a number of challenges. of businesses state that digital transformation is their first strategic priority of business leaders say their companies need to make substantial organizational changes to achieve digital of business analysts believe having no perceived need for change is the biggest barrier to digital transformation transformation success
3 Customer experience transformation One of the recent researches revealed that the main drivers of digital transformation are profitability, customer satisfaction, and increased speed-to-market. The reported number one strategic priority over the next year was improving the experience of customers followed by revenue growth and cost reduction. Building engaging experiences across different channels is incredibly important and should not be underestimated. 57% 53% of top executives define customer service as their number one digital transformation objective of business owners believe that understanding behavior or impact of new connected customer is one of the top challenges of digital transformation An insight: A process-driven CRM delivers the agility to change customer-facing processes instantly while offers more insight into observations of customer behavior across multiple channels and provides a hint of their specific interests. This helps to optimize customer experience to ensure repeat sales and loyalty. Omnichannel communication tools provide extended social media integration capabilities as social media is now the most common form of communication.
4 Operational processes More and more companies recognize the very tangible benefits of transforming internal processes through process digitization, employee enablement and performance management. Businesses that undergo digital transformation have to create new processes, form new business models and teams, and invest in new technologies and systems to stay alive and evolve in today's business environment. Successful companies are leveraging digital transformation to become more customer-centric while enhancing their operational processes to accommodate new customer behavior. 18% 50% Companies that reported having a formal sales process had 18% higher revenue than those with informal The win rate exceeds 50% for 2/3 of companies that have a defined process in place An insight: CRM backed by a robust BPM engine lets you automate critical business processes with a powerful yet simple to use visual process designer with no tech expertise required. You can take advantage of best practice processes that are already built in the system.
5 Transformational agility Companies are becoming more agile in order to be able to respond quickly to the opportunities and challenges that stream in from their hyper-connected customers. This is an important step in digital transformation to ensure that changes are feasible to evolve. Modern business requires innovation to survive or else there is deterioration. Many organizations are either beginning, or in the midst of, digital business transformation initiatives. We expect that only 30% of these efforts will succeed. To be part of that 30%, business and IT leaders must be ready and willing to innovate rapidly from a business model, business process and technology perspective," said Julie Short, research director at Gartner. 70% 12% 26% By 2017 about 70% of high-performing companies will manage their business processes using a business process management (BPM) platform to accommodate growing customer needs Companies that have embraced digital transformation are 26% more profitable than their average industry competitors and enjoy a 12% higher market valuation.
6 Transformational agility STEPS TO ACCOMPLISH Current business environment puts a great pressure on businesses' ability to respond quickly to the evergrowing amount of opportunities and challenges that stream from various channels. That's why organizations need to follow some of the key steps on how to support agility at their organization by leveraging the capabilities of a process-driven CRM: 1. 2. 3. In order to instantly run and adjust processes, process-driven CRM provides tools that allow you to create or change any process without modifying the code. That's why users that don't have any programming skills can swiftly and effortlessly implement needed changes with powerful drag-and-drop tools and run a process right after the change was made. To be able to deliver full end-to-end customer experience, businesses need to gain agility to instantly transform the ways of how the company engages its customers. Therefore, leverage a process-driven CRM to help you bridge the gap between front and back office and focus on developing an architecture that enables speed and agility in the front office and process stability and reliability in the back office. Don't treat your CRM system as a data silo that is for certain eyes only. Marketing, sales, service, and other customer facing departments can benefit from data collected from your CRM. Use this data to capture more insights about your customer in order to make data-driven decisions and be able to transform processes right away. An insight: Thanks to powerful BPM platform as the foundation of the process-driven CRM, users are able to change processes faster than ever. There are no interruptions when a process needs to be updated or customized. The ability to modify and test processes, on the fly and in the cloud, is crucial to transformational agility.
7 BPM+CRM the solution for successful digital transformation Experts are emphasizing the benefits of combining CRM and BPM technologies, pointing to the importance of incorporating business process management at every stage of customer journey. Forrester estimates the global BPM market to grow from $4.4 billion in 2012 to $7.6 billion in 2016. A CRM solution with a powerful BPM engine under the hood is a great option to help you continually introduce and modify new business processes. With a processbased CRM, businesses can design and automate processes that fit their specific needs while adjusting them quickly and efficiently. BPM and CRM technologies altogether enable companies to detect inefficiencies and painlessly adjust processes. CRM with BPM functionality can also help to replicate success throughout the company. If you evaluate why some teams are reaching their goals while others are straggling, you will be able to identify processes that foster success. 80% Throughout 2017, insufficient business process management (BPM) will prevent 80% of organizations from achieving the desired outcomes of their digital business strategies
8 Conclusion Digital business transformation is the ultimate challenge for the majority of modern businesses. It impacts not only industry structures and strategic positioning but it also affects all levels of an organization and even its extended supply chain. Business leaders must constantly re-invent their organizations to ensure that productivity and significant competitive advantages are unlocked while delivering an exceptional customer experience. The great Andrew Grove, CEO of Intel, famously said, There are only two types of companies the quick and the dead. Choose technology that can support rapid reactions to constantly changing environments. Digital transformation should be supported by a robust foundation from which you can quickly build customized processes that can accommodate your unique business needs and goals and provide the technological solutions needed to evolve and succeed. Source: bpm'online index, supported by third-party research
9 NEXT GENERATION CRM: ALL ABOUT BUSINESS PROCESS EXCELLENCE ABOUT BPM'ONLINE Bpm'online is a global provider of process-driven CRM for marketing, sales and service. The beauty and the core value of bpm'online products is the agility to change processes faster than ever and align marketing, sales and service on a single platform. Users love bpm'online's engaging interface with social look and feel, free from redundant information to keep them focused on what's relevant. Today, the company employs 600+ experts and serves thousands of customers worldwide. US:+1 617 765 7997 UK: +44 20 3384 0040 Explore bpm'online products that help efficiently manage the entire customer journey Australia: +61 261 452 888 Singapore: +65 9060 0275 Try it free www.bpmonline.com info@bpmonline.com 2016 bpm'online. All rights reserved.