Alexey Budin: The combination of CRM and BPM does sales management modelled and performed

TAdviser: Alexey, as it seems to you where the Russian market of CRM in the development moves: today it is base, classics of implementation where you should not wait for any breaks, or demand for such solutions is transformed?

Alexey Budin: The answer to this question is connected with segmentation of market participants and their requirements. If we tell about easy solutions with standard functionality for the small companies or sales departments automating work independently from other divisions it is already mature market. Here more likely development goes towards deepening of customization and a usability. On the other hand, among the large companies, there is a vision of end-to-end sales process which the majority of sushchestvuyushchikhpodrazdeleniye is built in. In this case there is a requirement of sales management at the level of business processes which the standard functionality of CRM does not provide.

TAdviser: ELMA have very unusual platform – in fact BPM based on which both CRM, and EDMS functionality can be implemented. Regarding customer relationship management – what it can?

Alexey Budin: Business processes are a strategic approach for development of the large or dynamically growing companies. In that case it is important to build sales process from the first call before service maintenance. ELMA CRM+ - combines operational CRM and Business Process Management Suite. Such approach allows to control dynamics of sales and gives confidence in stable work of business processes of customer interaction

TAdviser: After all CRM is very wide area. Here and management of loyalty, and the entering addresses, both orders, and a great number of others, including narrow industry tasks. After all ELMA CRM+ is not a universal product "for everything". In what strengths of the solution?

Alexey Budin: ELMA allows to implement the process approach to management of customer services. Each employee sees that information which is necessary to him for work. It allows how not to overload people, and positively influences labor productivity. The head, in turn, obtains the complete information for the analysis and control over processes, for example, can see the chart Ganta or funnels of sales. It does process of acceptance of important management decision objective. If the head wants to learn in more detail about any specific business process or to obtain more specific information on the transaction – he can make it in two clicks of a computer mouse. Such approach allows to raise the service level and, as a result, to increase profit.

TAdviser: Could you cite as an example some significant implementation projects on ELMA CRM+?

Alexey Budin: Among significant and public projects it is possible to note two.

The first – implementation in Partkom company. The company is based in Nizhny Novgorod and delivers spare parts for foreign cars, its central warehouse, and an additional warehouse and logistic office – in Moscow is located in the same place. There are also regional divisions. The company works in ELMA more than 5 years. Today in a system more than 1.6 million copies of processes are started.

The second – the project in Avtelcom company, one of the leading IT companies of Russia. The business geography Avtelcom covers all territory of the country: offices of the company are in St. Petersburg, Togliatti, Lipetsk, Belgorod, Volgograd and Krasnodar. The project on system implementation of CRM started here at the end of 2014 and now is in a stage of active development (Information provided in this paragraph as of December, 2015 is not relevant any more, a comment of TAdviser).

TAdviser: What gives a combination of CRM and BPM?

Alexey Budin: The main business benefit of such combination – consolidation of credentials (database) from a process component that does sales management modelled and performed.

TAdviser: How you are going to develop the ELMA BPM platform?

Alexey Budin: In April of this year we released the new version of ELMA 3.7 in which we implemented several trend tasks: in the field of mobile applications – mobile clients for ELMA, the version of mobile applications for iPad, iPhone and smartphones based on Android OS. For the large companies the problem of resource planning for the Projects + application is solved. There was an integration with popular internal the intranet portals: SharePoint 2010, 2013, including SharePoint Online and Bitrix24, including for the box version. For dynamically developing companies we created shop of the ready-made solutions ELMA Store.

Now there is a work on new release where relevant trends and mechanisms of improvement which do a BPM system by the effective management tool business will find reflection.