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CRM transitions from Data to Processes

Gathering information about your customers is no longer the challenge it once was. With web analytics, email response patterns, social media activities, transaction history and a plethora of interfaces, CRMs are moving into the realm of Big Data. The question arises: what do you do with so much data? And how will it help you reach your goals?

The answer, according to a recent BUW Consulting study of 300 medium and large German corporations is in the process. In particular, the customer-oriented processes. Ulf Loetschert, co-author of the study, reports that „68% of the surveyed companies consider the optimization of customer-oriented processes as their highest priority in CRM.“

The pharmaceutical industry is no exception. Most pharmaceutical companies place a high emphasis on face-to-face visits. But once a sales rep has visited a health care professional and talked about a certain topic, what is the next step? The next steps could be an email followed by a sample drop followed by a webinar followed by a phone call and finally another visit to discuss a new topic. In any case, this chain of events is a customer-oriented process which will likely be optimized for each individual health care professional.

ysura GmbH, the Munich-based developer of the pharmaceutical industry CRM, is at the cutting edge of this trend. „Sales reps using some traditional CRMs have more data available than they can digest. Sometimes they simply want to know what to do next,“ explained Jochen Munz, ysura’s chief software architect. „We are enhancing our product to become the first process-driven CRM in the industry.“

bpm jochen dapeng

Jochen Munz, ysura’s chief software architect, overseeing the development of business process management with Dapeng Liu, software developer

Planning, budgeting and approving events is another heavily process-driven aspect of the pharmaceutical business. The organizer of an event – from a five-person seminar to 500-person conference – typically needs to follow a pre-defined sequence of tasks, collecting approval from the appropriate managers along the way. This not only ensures adherence to company policies but guarantees compliancy with FSA transparency requirements.

„The event-planning processes are some of the first we built into ysura,“ added Munz. „Keeping track of what to do next, even while on the road, was nearly impossible for our users until we introduced this module.“ The template-driven processes allow ysura’s customers to define and enforce processes to meet their organizational needs.

As with everything ysura develops, process management must remain intuitive for the end user. As Loetschert noted in his CRM study, „the more fields in a CRM system, the higher the dissatisfaction among the users.“ ysura’s simple wizard-based approach aims to maintain ysura’s standard of high usability.

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