Crm And Bpm Suites Of The Future

CRM and BPM Suites of the Future Ben Kiker Chief Marketing Officer, Onyx Software

Welcome
Why is business process management today’s hot topic?
What are you going to learn today?
Why are Onyx and IBM sponsoring this event?

CRM and BPM Suites of the Future Jim Sinur VP and Distinguished Analyst, Gartner Group

What is BPM ?
Business Defintion
BPM is the management of all the processes supporting a business
transaction/event from the beginning to the end while applying the
policies/rules needed to support an organizations stated business model
at a specific point in time
BPM runs within the cultural constraints offered by an enterprise
BPM runs to meet the conflicting goals set by management and optimizes
to find the sweet spot between them
BPM considers the contexts that it runs in while meeting stated outcomes
BPM ideally suggests better operational behavior
BPM ideally points to better tactics
BPM runs within tolerated and expected scenarios
BPM is flexible in a near real time fashion
BPM is not a technology, but is enabled by instances of BPM technology

How Can BPM Serve CRM Initiatives ?
Campaign automation and optimization
Customer enrollment/onboarding
Intelligent Cross Selling
Real Time Analytics
Integrated Self Service
Partner Management
Mass Customization of Processes

BPM Taxonomy BPM Category Supporting Markets Administrative (Visual BPM) Traditional Workflow Task Oriented Portals Team Process (Collaborative BPM) Knowledge Management Team Support Application Specific (Configured BPM) Packages Content Management Integration Centric (System to System) System to System focused Composite Application Application Independent (Pure Play BPM) Human to Human focused Business Templates

Drivers for BPM Are Numerous
New process creation/maintenance
Current process understanding
Mergers and acquisitions
Business process outsourcing
Package implementations
Core process/systems consolidations
Automation of manual processes
Value/supply chain creation/maintenance and process fusion
Optimized processes
Compliance
Scenario building for agility and policy management

BPM Is Thriving in Many Industries
Insurance
Banking
Credit
Financial markets
Discrete manufacturing
Healthcare
Government
Pharmaceuticals
Telecommunications
Retail

BPM Routing Capabilities Enable Direct Submittal (20%+ ROI) Healthcare Payer Organization Case Study Steps In Records Update Process Physician Activities Insurer Activities Activity Eliminated in Automated BPM Environment Contact insurance company Receive change packet Complete change forms Send to insurer Wait for change processing Wait for change packet delivery Receive change request Send change packet Receive completed change information Copy info. To member form Verify information (if necessary) Enter info. Into central database Prepare & mail confirmation letter Send info. To imaging center Image center scans & indexes documents Receive confirmation letter

Process Efficiency is Being Delivered; Get on board or get out of the way 85% 70% 55% In a 2003 study, percent of respondents that achieved key process benefits Reduction in elapsed time Higher productivity per person Improved quality/reduced errors Reduced number of steps Higher employee satisfaction Fewer people needed Improved coordination across depts./geo. Automation of admin. tasks Reduced cost per transaction Enabling external users Improved regulatory compliance Flex. in processes/bus. agility Data/process integ. across apps. Reduced risk Reduced waste/scrap

BPM flows enable optimized business events that coordinate
Hardware, Software, Facilities, Process, People
BPM is Business Integration at Multiple Levels and Is Ubiquitous Above the water line : Long-Running Human-to-Human (H2H) Business Flows Enabled by Work Lists and Work Throughput Formulas Below the water line: Short-Running System-to-System (S2S) Technical Flows in Support of Business Flows

Comments from a 2004 BPM Survey 50% of the respondents were business professionals 25% of the companies responding had asset bases in the millions 75% had asset bases in the billions 95% of the companies experienced a greater than 90% success rate amongst BPM projects 65% said that 90-100% of their implemented processes were H2H 15% said the were S2S dominated; only 2% said they had no H2H 75% did have projects underway now BPM projects in the planning stage; 25% had 1; 25% had 2; 25% had 3-5; 15% had 6-10; 5% had over 10 Experience from 154 recent BPM projects

Growth Predictions for BPM 67% of the projects were completed in less than 6 months; 50% in 4 months or less ROI none of the successful projects had less than 10% ROI; 78% had greater than 15% ROI; Wild numbers included 100% and 360% 77% had returns greater than $100,000.00 per project 55% has returns in the $100,000.00 to $500,000.00 range Gartner predicts rapid growth

Ingredients for BPM Success Visible and Successful Implementations Real Cost Savings/Avoidance Understanding the Real Process Business Process Ownership Leadership Buy-in Quality Implementations

BPM Suite Taxonomy Analyze and Model Processes Execute Processes Integrate Humans and Applications Monitoring Results
Fast Path Changes
Dynamic Rules
Dynamic Binding
CRM B2B .NET J2EE ERP ? ? 1 2 3 4 Reactive Management Proactive Management
Simulation
Scenarios
System Dynamics
Adjust Policies and Rules

BPM Suites Require Explicit Flows & Rules Operating System Applications Emerging Current Classic Operating System Database Applications Rules Services Flows Services Flows Data Rules Operating System Database Applications Rules Flows Operating System Database Applications Rules Operating System Database Applications

BPM Suites Will Require Convergence Or Best of Breed IDS Scheer BPM Suites Integration Server Software Platforms “ EAI” Business Rule Engines Pure- Play BPM Analysis, Simulation Modeling, Design, & Construction Tools Business Activity Monitoring
IBM
BEA
Microsoft
SeeBeyond
Oracle
WebMethods
Fair Isaac
Pega
Ilog
Corticon
Mindbox
ESI
Pega
Metastorm
Staffware
FileNet
Ultimus
Orbus Microsoft Proforma
Synthean
Systar Applix
CA
Casewise Proactivity Lanner Onyx Software VineyardSoft Hewlett-Packard
eiStream
Savvion
Fujitsu
Clear
vendors with outboard rules
vendors with Inference
Tibco

Suggested Architecture for Round Trip Engineering Provide continual feedback Build contextual orientation Communicate Encourage reassessment
Define Your best practices
rapid representation of the knowledge of your experts
Validate to confirm that the best practices will meet evolving requirements and active scenarios’
dynamically simulate under the most realistic conditions
Deploy best practices within selected scenarios into the operational environment
monitor best practices to achieve continuous improvement
Improve continuously to keep the process operating at peak efficiency
Define Validate Deploy Improve

Architecture for Real Time Reactive Change Detect Diagnose Explain Model Respond with scenario driven rule sets What is the significance of the events/data? Detect data Outputs System boundary Process production, business, supply chain, network, financial, transportation, aerospace… Process and Knowledge based models enable reasoning events Inputs How do I get the process to the condition I want? Respond Selecting scenarios & taking corrective actions In what condition is the process? Diagnose & Explain condition or state Events Rules Optimize Model

CRM and BPM Suites of the Future Ben Kiker Chief Marketing Officer, Onyx Software

Onyx and IBM – Partnering for Success
Clear Market Leadership – Technology you can trust
Best of Breed Solutions
Unparalleled Value
CRM that can grow with your business
Core competencies let you focus on business, not technology
On Demand CRM from IBM and Onyx
Partnership with IBM Professional Services
Onyx-in-a-Box Offering Through IBM and Sirius Computer

Business process management is a core component of CRM ─ today
It just isn’t easy
It doesn’t go deep enough
It’s not as broad as it should be
World-class CRM deployments don’t just support business processes, they drive them.

The BPM in Onyx CRM today: July 2004
Ability to define business rules
Built-in workflow capabilities
System triggers for cross-functional activities
Onyx Enterprise CRM 5.0 Process Scripting for streamlining customer-centric workflows

Graphical design environment for rules authoring
Real-time and scheduled rules execution
Compatible with Onyx Enterprise CRM 5.0
Fully integrated rules engine Business analysts and administrators—non-technical people— build and modify business rules in Onyx applications without writing code The BPM in Onyx CRM: December 2004

How it works
Intuitively presents workflows and links to users graphically
Determines the order of execution

Adds:
Graphical forms designer
Onyx Forms, a form rendering environment
Non-technical people build custom extensions to the Onyx CRM without coding
Supports complex multi-user, multi-threaded processes that span departments and systems
A sophisticated process design environment for building forms and data flows Another wave of CRM innovation: Coming Next Year

Our acquired technology is unique because it includes all aspects of BPM and BRA Business process management Workflow Workflow assignment, escalation, and administration Business Rules Engine Wizard guides the user through the steps of creating rules Business rules automation User Interface Designer Enables complex UI design elements, such tab controls Integration Web services, COM, Java, ODBC XML Mapping technology Sync and Async support Onyx Enterprise CRM Customer relationship management

Get on board or get out of the way*
Business agility
Regulation compliance
Enterprise process alignment
Organizational collaboration
Adherence to methodologies
Faster and more cost effectively
* Jim Sinur, vice president, Gartner Research
* Jim Sinunu

Q & A Ben Kiker Chief Marketing Officer, Onyx Software [email_address] Jim Sinur VP and Distinguished Analyst, Gartner Group [email_address]

Crm And Bpm Suites Of The Future

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