Examining Workflow management in CRM

 

 

Workflow Management

Objectives of this chapter

v  Define Workflow management.

v  Explain some of the unique features of workflow management applications.

 

Definition

When we talk of workflow management, we are talking about the process of organizing how work is done in an organization. It is part and parcel of marketing automation. Here we are going to look at some of the roles that workflow is meant to perform in an organization.

 

One of the roles of workflow management is to streamline marketing and sales campaigns by automating the work. It ensures that there were no duplication of work between sales and marketing departments. At times, if there are no coordination, there may arise a situation whereby the two departments continue to repeat the same effort and find it difficult to draw the line.

 workflow management

Workflow management also monitors and document all calls, mails and meeting being made by the organization in their effort to turn a lead to a customer. It will prevent a situation whereby two sales person are working on a lead, or a situation whereby contradicting information are given out to a lead, in the process of turning him to a customer.

 

Workflow management also helps in assigning leads to targets group. At times, this is done with the location of the group to handle it in mind. These may be based on certain criteria that the lead(s) and the assigned groups have in common.

 

Workflow management also add decision points and conditional requirements before events are triggered. Like was said in the previous chapters, that as an organisation, you need to know what you want in your customers, once these conditions are present in a lead; it will trigger an action. All these conditions are incorporated in the marketing automation and once these conditions are found in a lead, it will trigger an action.

 

On the other hand workflow automation reduces the time and effort required for doing routine task. This is based on the fact that once these tasks are programmed and you have been able to set some pre-conditions, you will be able to save your time as you will not have to deal with prospects that do not qualify as a lead.

 

Workflow management also helps in propagating a well defined business processes across the organization. it will ensure that things are done in the right manner. It can be used to set protocols and ensure that there is coordination in all the activities of the marketing department. This will help the organization to deliver a consistent positive customer experience across multiple channels.

 

Successful CRM initiatives integrate applications across the enterprise in order to get a 3600 view of the customer. It ensures that the various departments in an organization are linked together in a web of applications that allows the various departments in an organization to have a singular view of their customers. Workflow management is one of the essential applications that makes this to be possible.

 

Summary

From this chapter, we have been able to discover that:

  • Workflow management organizes how work is been done in an organisation.
  • It streamlines marketing and sales campaigns through automation.
  • It visually configures campaigns workflow such as calls, mail or meetings.
  • It assigns leads to target groups.
  • It adds decision points and conditional requirement before events are triggered.

 

Brainstorming Session

  1. What is Workflow Management?
  2. What are some of its benefits?
  3. The organisation that you are working for has observed that there is a drastic reduction in the number of their product consumers. What are the practical customer-centric ways of ensuring that consumers return to your products.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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