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Interactive WorkﬂowsWhite PaperBeneﬁts of CRM Interactive WorkﬂowsA White PaperPrefaceThis white paper introduces Interactive Workﬂows and how using Surado CRM Interactive Workﬂows can increase efﬁciency, standardize processes, reduce costs and increase return on investment. The key is to under-stand your customer, your products and services, your business processes and how Interactive Workﬂow man-agement tools can be used to maximize customer satisfaction. This paper will give you an overview of workﬂows, how Surado CRM Interactive Workﬂows differ from traditional workﬂows, options available and best practices to deploy workﬂows.Contents• Overview ................................................................................................................ 2• What are Surado CRM Interactive Workﬂows? ............................................ 3• Beneﬁts of Surado CRM Interactive Workﬂows ........................................... 4• Workﬂow Planning & Deployment Best Practices ....................................... 5• About Surado CRM Interactive Workﬂows and Surado CRM .................. 6Copyright © 2005 Surado Solutions, Inc. All Rights Reserved.1Interactive WorkﬂowsWhite PaperOverviewWhat is CRM?Customer Relationship Management (CRM) is a strategy and a cor-porate philosophy that puts the customer at the center of business operations so as to increase proﬁts by improving customer acquisi-tion and retention while automating processes to be more efﬁcient and effective. In its complete form, CRM provides a 360-degree view, integrating customer information at every touch point.With a CRM Software, you will be able to view all pertinent in-formation from telephone numbers, address, e-mails, to scheduled and historic activities to attached documents to customer service communication to sales forecasting to back ofﬁce ﬁnancial informa-tion about your contact (Customer, Vendor, Partner, etc.) in a single cohesive view.Why CRM?Like other technologies that have profoundly impacted our lives, such as computers, e-mail, and the Internet — CRM is here to stay. Organizations that seize the opportunity to implement an effective CRM strategy today will gain a true competitive advantage.What is Workﬂow Management?Workﬂow Management consists of the automation of business procedures or “workﬂows” during which tasks are carried out by following speciﬁc rules or procedures. These tasks can be accomplished by one individual in one department or can span multiple individuals in one or multiple departments, and can be manual or automated.Workﬂow software products offer diverse features and functionality; Some products have been developed as pure workﬂow software while others have been integrated into other software product lines. The evolution of workﬂow functionality into CRM software is a Workﬂow Managementnatural transition as CRM software continues to grow in func-tionality to bring a single view of contacts to organizations.The computer assisted management of business processes through the execution of software whose order of execution is Now, you are able to use workﬂow management within your controlled by a computerized representa-CRM software that controls not only processes and tasks re-tion of the business processes.lated to the CRM application but any other application that sits on your desktop.As deﬁned by the Workﬂow Management CoalitionCopyright © 2005 Surado Solutions, Inc. All Rights Reserved.2Interactive WorkﬂowsWhite PaperWhat are Surado CRM Interactive Workﬂows?Surado CRM Interactive Workﬂows include a Graphical User Interface designer that lets you easily “assemble” various business processes graphically, to help guide users through tasks.Surado CRM Interactive Workﬂows provide un-precedented ease of use and features that will continue to improve efﬁciencies throughout your organization. Surado leads the CRM community in never-before-seen workﬂow functionality.Many vendors deﬁne Process Automation as workﬂow. Surado CRM Interactive Workﬂows are not simply process automation represented in graphical user interfaces. Interactive actually means interactive! Users can drag-and-drop ob-jects, create links between multiple objects, and then actually use objects to launch windows or other applications.Surado CRM Interactive Workﬂows allow you to:• Create visual ﬂowcharts that describe various processes and transform them into Interactive Workﬂows.• Not only visual y represent each process, but al ow end-users to double-click each icon to take a speciﬁc action: - Launch all major Surado CRM data-entry screens - Launch and execute Automated Business Rules - Launch Surado CRM Custom Screens - Launch integrated Microsoft Ofﬁce applications like Word, Excel, Project, etc. - Launch the Knowledge Base - Launch any third-party Windows application - Launch back-ofﬁce applications like ﬁnancial applications, industry-speciﬁc databases and more• Prevent an object to be executed unless the preceding object has been completed.• Track Workﬂow status for speciﬁc records within all major CRM components – Contact, Account, Sales Op-portunity, Customer Service and Marketing functions.• Launch one Workﬂow from another Workﬂow.• Create Workﬂows for a speciﬁc group of users – divisions, departments, user groups, etc.• Individuals can create workﬂows for their personal use only.• Select from a variety of included icons or load your own.• View Workﬂows in Graphical Format or Standard Text Format.• Easily toggle between development and run-time modes.• Unlimited object creation for complex processes.Copyright © 2005 Surado Solutions, Inc. All Rights Reserved.3Interactive WorkﬂowsWhite PaperBeneﬁts of Surado CRM Interactive WorkﬂowsThe beneﬁts of ﬂowcharts and workﬂows have been clearly documented over the years. Surado Interactive Workﬂows simply take them one step further, to provide you with an easy-to-use design tool and interface for your system users.Here are just some of the beneﬁts of Surado CRM Interactive Workﬂows:1. Improved efﬁciency – automation of many business processes results in the elimination of many unnecessary steps and enforces standard operating processes across the organization.2. Better process control – improved man-agement of business processes achieved through standardizing working methods and the availability of audit trails.3. Improved customer service – consistency in the processes leads to greater predictability in levels of response to customers.4. Flexibility – software control over process-es enables their re-design in line with chang-ing business needs.5. Business process improvement – focus on business processes leads to their stream-lining and simpliﬁcation.6. Improved Productivity – high employee satisfaction will result in employees working faster and smarter.7. Simple Training Tool – utilize Workﬂows to train new employees. The GUI interface and checks and bal-ances allow new employees to be trained faster and more efﬁciently.8. Reduced operating costs – because of the efﬁciencies that come with a well designed Workﬂow, you will realize signiﬁcant reduction in training and operating costs.9. Higher level of customer satisfaction – providing a high level consistent end-user experience, no matter who in the organization touches them, will keep your customers coming back.Copyright © 2005 Surado Solutions, Inc. All Rights Reserved.4Interactive WorkﬂowsWhite PaperWorkﬂow Planning & Deployment Best PracticesSince workﬂows can be utilized within the entire organization, each department will need to assess the needs for its workﬂow requirement by reviewing all processes that can be streamlined using workﬂows.Surado CRM Interactive Workﬂow will allow business users to coordinate business activities, people and applica-tions, and to model routing of work requests within a process and across processes. Workﬂow can depict vari-ous aspects of a process, including automated and manual process activities, decision points and business rules, parallel and sequential work routes, and how to manage exceptions to the normal business process.The following points will help you plan departmental and organizations workﬂows that make business sense:1. Since workﬂows can span more than one department, assign a Project Manager to oversee all workﬂow plan-ning that might cross between departments.2. Make sure you know the problem before starting on the project. Identify all “pain points” within the depart-ment or organization.3. Within each business process workﬂow, decide which processes will be handled by the system automatically and which ones will be manually driven by end-users.For example... The system may automatically create an activity for the Legal department to draft a Contract when a client is interested in purchasing a product. This could be an automated activity that would be triggered when a sales person updates the sales opportunity sales stage from “Demonstration” to “Contract Negotiations.” Another auto-mated activity could also be created to remind the Sales Rep to follow-up with the Legal Department after two days.4. Start with a simple departmental level business process that can be streamlined. For example... A workﬂow depicting each step a Sales Rep must take when a new prospect calls in:a. Enter record in Contact/Account Screenb. Create Sales Opportunity recordc. Review Prospect Company informationd. Run Automated Business Rules: i. Send Electronic Brochure ii. Verify receipt of Electronic Brochure iii. Schedule Follow-up Demonstration iv. Schedule Follow-up Activity to close the deal5. Deploy a pilot project with a team that has “buy-in” to the project before deploying the workﬂow to al users.6. Once you have deployed workﬂows that utilize the interactive capabilities of Surado CRM functionality, ex-plore utilizing workﬂows to launch other Windows-based applications from within Surado CRM.7. Track Metrics – before and after deployment to realize the beneﬁts of workﬂow. Tracking metrics will also allow you to adjust processes as you see ﬁt.8. Review your workﬂows on an ongoing basis to ensure they are updated as your company’s business needs change.Copyright © 2005 Surado Solutions, Inc. All Rights Reserved.5Interactive WorkﬂowsWhite PaperAbout Surado CRM Interactive Workﬂows and Surado CRMSurado CRM Interactive Workﬂows functionality is included with the Surado CRM suite and the Surado Small Business CRM suite.Surado CRM software is the vehicle that enables a 360-degree view by connecting all your customer touch points. Our integrated core product suite provides Account and Contact Management, Sales Automation, Mar-keting Automation, Customer Service, Support and Help Desk.Surado CRM then acts as “glue,” pulling other important information from front and back-ofﬁce applications, into one cohesive picture. Regardless of industry, a key concern is not the lack of information collected, but rather ac-cessibility to that information. Surado CRM helps cut through information silos within an organization, leveraging current technology investments to provide the right information to the right people at the right time.For more information about Surado CRM Interactive Workﬂows or Surado CRM product lines, please call Surado at 1.800.4 SURADO (1.800.478.7236) or 1.951.682.4895 or visit our website at www.SuradoCRM.comCopyright © 2005 Surado Solutions, Inc. All Rights Reserved.This white paper is provided for informational purposes only. Features and functionality may be revised without prior notice.Please contact your Surado Senior Solutions Manager for the most updated information. 6