Business Process Reengineering Using CRM Workflow Automation

Abstract

Business Process Reengineering (BPR) was and still is considered by many as a very effective way of fundamentally rethinking and redesigning organizational processes so that dramatic improvements in performance, cost, quality, and service delivery are achieved. Nowadays, through the help of digital tools, the concept of Customer Relationship Management (CRM) workflow automation has greatly enhanced the capabilities of BPR by helping companies to better operate, minimizing the need for manual work and making customer-related decision-making more direct and less time-consuming. This paper investigates the role of CRM workflow automation in initiating change at the level of business processes that are not only agile but also ones that are run on data and can respond rapidly. The main goal of this paper is to assess how useful the CRM-enabled automation is in terms of reengineering the main business workflows, raising operational efficiency, and delivering superior customer experiences. As a way of reaching the goal, the study follows a mixed-method strategy by starting with a literature review, followed by conceptual modeling, and ending up with case-based analysis of the situations of CRM implementations in the enterprises that are the environments. The results point out that companies that make use of CRM workflow automation experience a great deal of process cycle time reductions, not only because their data is more accurate but also because of their better coordination among departments. At the same time, the number of customers who are happy has also increased. Besides, the paper discusses the ways in which automation makes it possible to provide up-to-the-minute analytics as well as continuous process improvements, which are the two factors necessary for staying ahead. In this study, a dual role has been assigned to the delivered outputs, firstly to the academia, such as the development of an explicit outline that merges the principles of BPR with those of the modern technologies of CRM and secondly to the practitioners.