For a Constituent Relationship Management (CRM) implementation to succeed, the focus (from the beginning) must be on how the system supports and integrates with (and enhances) an organization’s business processes.
It is essential to undergo a business process analysis during your CRM implementation. Doing so will help to uncover challenges within your automation methods and assist you with the CRM implementation.
What is a business process analysis?
A business process analysis is a method used to understand a process and improve its efficiency, accounting for the various steps and stakeholders involved in a specific strategy and the information exchanged. Business process analysis is an aspect of the larger concept of business process management.
There are many reasons why organizations should perform a business process analysis. Specifically, because technology and innovations (like a CRM implementation) and you can evaluate your processes and identify opportunities for improvement.
CRM implementation success relies on the standardization of processes within your organization. A single department, team, or individual not effectively using a business process or best practice will inevitably create challenges with your CRM implementation. And if not corrected, the adverse effects and challenges are only compounded post-implementation.
Now’s the time to evaluate your business processes. Here’s how to get started.
The first step in evaluating your business processes during a CRM implementation is to look at your processes in their entirety. Next, you’ll need to examine two specific areas: objectives and stakeholders.
Are you able to articulate the objective of the business processes?
Who are the stakeholders of the process?
The stakeholders in this instance are those who need to participate and those who will benefit from the results of your CRM implementation. Both will see things from different perspectives, and it’s essential to consider how you evaluate your business processes.
There are three components to a business process: data, decision points, and communication. The first component is the step in which you are doing data collection or maintenance of that data. Data maintenance allows you to organize your data management processes, while data cleansing ensures you have updated, error-free information. By maintaining correct data and monitoring data management processes, you can improve your business operations. As you assess and analyze your data, ask yourself these questions.
- Is the data useful?
- Is the data accurate for the data that you’re collecting?
- Furthermore, is there a clear maintenance plan to sustain or improve data accuracy?
Next, you’ll want to look at the decision points within your business process. When looking at your decision points, identify who should be a part of this process and why.
Are the correct people that are making the decisions within that process?
Do they have the correct information that is easily accessible to make the appropriate decisions?
The third component of your business process evaluation should be to assess the communication steps. Specifically, you’ll want to ensure your communication aligns your operations within the business processes.
Effective communication is essential. This is because implementing a CRM doesn’t just involve modifying operations and business strategy—it involves changes to all facets of an organization. Your stakeholders may be inclined to resist the change. When creating a new business strategy, it is essential to consider the existing procedures, processes, and stakeholders involved.
Successful execution of your CRM requires everyone from executives to team members understand the strategy. If the operational activities and tasks are not aligned with the strategy, the CRM implementation will fail. Therefore, your organizational goals must be identified and aligned with the other components of your business processes.
Evaluate the communication steps. Is the correct information getting to the right people at the right time?
Business process analysis is essential. But it is even more critical during a CRM implementation to ensure your project is adopted successfully.