eBook_MASTERING DIGITAL TRANSFORMATION

1. MASTERING DIGITAL TRANSFORMATION
WITH CRM POWERED BY BPM TECHNOLOGY
How to keep up with changes in business
and customer behavior
Key takeaways:
How to enable digital
transformation through agile
process management
01.
02.
03.
How process-led
transformation can deliver an
engaging customer experience
Why CRM combined with BPM
technology drives business
transformation in enterprises

2. Technology:
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
organization. Implementing
technology that provides the
agility to change processes on
the fly and make changes easy
is crucial.
Top challenges of digital transformation
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Organizations must evolve to
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.
Digital transformation is very
much a business
transformation. It requires
investing in people, technology,
systems and processes to
upgrade how businesses work
in the modern digital economy.
In order to succeed, companies
have to be prepared to
overcome a number of
challenges.
Customer experience:
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
fabric of modern life and this
necessitates drastic changes
within organizations, forcing
them to adapt in order to
maintain relevancy.
Processes:
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
approaches and innovations,
such as CRM combined with
BPM technology, which can
help to overcome these
obstacles.
of businesses state that digital
transformation is their first strategic
priority
77%
of business leaders say their companies
need to make substantial organizational
changes to achieve digital
transformation success
61%
of business analysts believe having no
perceived need for change is the
biggest barrier to digital transformation
55%

3. 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.
of top executives define customer
service as their number one digital
transformation objective
57%
of business owners believe that
understanding behavior or impact of
new connected customer is one of the
top challenges of digital transformation
53%
Customer experience transformation
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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. 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.
Companies that reported having a
formal sales process had 18% higher
revenue than those with informal
18%
The win rate exceeds 50% for 2/3 of
companies that have a defined process
in place
50%
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Operational processes
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. 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.
‘‘
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
70%
Companies that have embraced digital
transformation are 26% more profitable
than their average industry competitors
and enjoy a 12% higher market valuation.
26%
12%
Transformational agility
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6. Current business environment puts a great pressure on businesses' ability to respond quickly to the ever-
growing 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:
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.
Transformational agility
STEPS TO ACCOMPLISH
1.
2.
3.
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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. 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 process-
based 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.
Throughout 2017, insufficient business
process management (BPM) will prevent
80% of organizations from achieving the
desired outcomes of their digital business
strategies
80%
BPM+CRM – the solution for successful digital transformation
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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
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9. ABOUT BPM'ONLINE
www.bpmonline.com
info@bpmonline.com
UK: +44 20 3384 0040
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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.
NEXT GENERATION CRM:
ALL ABOUT BUSINESS PROCESS EXCELLENCE
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