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Workflow Vs Apps and Scripts for BPA and process automation

Mar 272012

Bespoke Applications and Scripts Vs Workflow for business logic and process automation

Business process automation must be aligned to the business logic and strategy of the business the technology is trying to help

When it comes to the choice between utilising workflow or server script for automating the business processes in your customer relationship management (CRM) system, there are several points to be considered.

To a certain extent, the decision will be based on the personal preference of those who will be designing and maintaining the logic. However, a workflow process does have some restrictions that need to be taken into account.

CRM solutions for all kinds of business have been around since the eighties and are still popular today (though the big-bang all-encompassing IT systems of the nineties are largely accepted as not the best route today). By organising and automating routine business processes, a business can run more smoothly and accelerate growth. The information that we need (data) can be easily accessed and compiled, and most importantly, delivered to the right people at the right time in the right way which in turn leads to the effectiveness of business strategies.

By aligning the right CRM solution (IT) to the business, CRM provides businesses with the ability to spend more time on things other than record keeping and document management.

Objectives can be achieved sooner because data is more readily accessed and better organized, so it is easier to evaluate.

Making the right choices when setting up and implementing a CRM system can make all the difference in the ultimate value to an organisation.

 

Wofklow for business logic and process automation

Different CRM systems provide different options and capabilities with regard to server scripts and workflows. MS Dynamics for example has an extensive workflow engine. As does Oracle CRM On Demand. Sage’s CRM systems (SageCRM and SalesLogix), while they have workflow, are more inclined towards server scripts as the technical solution to business process automation (BPA).

Workflow processes are not as descriptive as script, and so they may require extra steps to complete the same action, which means more time. The complexity of the loop design may also affect the speed of workflow. Workflow is fairly inflexible which makes it less powerful than scripting, and it cannot (typically) perform complex data verification processes.

We are big fans of Orbis TaskCentre a Business Process Automation (BPA) tool which allows us to access information in (more of less) any location or system, run through several steps of business logic and transformation and then output into any number of different ways (including SQL, FTP, HTML, Crystal Reports, Excel etc.). TaskCentre isn’t actually part of any particular CRM system and there are plenty of organisations who use it purely to automate cross-company processes and information requirements.

However…

It’s important to remember that whenever hardware or software is added or upgraded, the workflow(s) may need to be rewritten to take the change in architecture into account, which can be time consuming. That said, with something like TaskCentre, it takes less time to test workflow logic, because the design is done through a tool and is therefore simpler and more user friendly than trying to wade through pages of code.

 

Scripting and bespoke apps for business logic and process automation

Bespoke scripting and apps designed for specific business requirements have the advantage that they are just that : designed with one purpose. This means that there’s minimal overhead in terms of hard drive space, server memory, processor time and indeed pretty much everything.

However, like the mobile phone; single function devices are on the way out. Are scripts and bespoke apps going to follow the same path? Scripts can be more expensive to create and maintain than workflow. Production workflow systems are particularly inexpensive due to being built into the solution, though excellent systems like Orbis TaskCentre can (and we do) be used for cross system workflow and BPA.

Bespoke scripts and apps can very neatly and effectively solve specific business problems, but what happens when the business changes and those problems are no longer problems? The script or app must be re-written or at least decommissioned both of which will cost.

The other big problem with bespoke scripts and apps is the same problem companies implementing “open source” CRM systems face : what happens when the company or personnel that wrote the custom code moves on? They’re left with a solution that is no longer a solution : it’s a problem and now they have to find another company or team to undo or replace it.

There are reasons that workflow can be a good choice for defining the rules and logic for your operational CRM processes. Workflow monitoring and event logging is more useful than instrumentation that has been built in to script which has to be costed and built into a bespoke script further adding to the cost of the initial build.

 

Decision time

The decision to go with workflow over script needs to take into consideration how the system will be used, who is going to maintain it, how often business logic and requirements change and the available technological architecture available to run it.

We have written both bespoke scripts and applications as well as utilising workflow and BPA tools such as TaskCentre for clients across many different requirements and industry sectors.
If you would like a free consultation on your business requirements, please fill in your details and we’ll be in touch to arrange a meeting with you today.

What’s right in Business Intelligence

Mar 162012

What’s right in Business Intelligence

In the last article we looked at some of the things that are wrong with Business Intelligence, so it’s only fair that we also look at some of the things that are right with BI.

There were very good reasons technical reasons why the single big datawarehouse emerged as the way in the 90’s and after. There was no other obvious way to achieve the required outcome, as described earlier above.

Even the concept of multiple separate warehouses to address multiple issues, as argued below, was accepted in industry; multiple data marts, feeding off a single large physical or conceptual data warehouse. The issues remained however that the whole proposition was too complex, took too long and was far too inflexible.

Sometimes data warehousing is the way to go for Business Intelligence projects, but is it always? Continue reading »

What’s wrong with Business Intelligence

Mar 142012

What’s wrong with Business Intelligence

Business Intelligence (BI) is big business for a lot of people; those who make the technology (vendors), those who implement the solutions (IT), those who hype it (standard bearers) and those who follow it (everybody else). This “BI” business came about gradually over the 90’s and 00’s, spawning and developing into a broad, deep and complex industry. Its purpose was, and remains so, to deliver information to business people in such a way that people could leverage, derive and action something of value.

Business Intelligence Projects fail for many reasons and the wrong approach to BI is important to avoid Continue reading »

7 Common CRM Project Mistakes and How to Avoid Them – Part 3 (of 3)

Mar 092012

7 Common CRM Project Mistakes and How to Avoid Them – Part 3 (of 3)

There are many reasons CRM Project fail and there are many mistakes that can be (and are) made which contribute to those failures. In this series, we are looking at a number of common mistakes and how best to avoid them. If you haven’t already, read the first parts to this series about CRM project mistakes:

  1. CRM Project mistakes 1 & 2 : Customer experience, CRM Project Definition and Scope
  2. CRM Project mistakes 3, 4 and 5 : Project complexity, CRM Skills & Experience and Loosing sight of the project objectives

This last part brings in the final two of our seven common mistakes and we aim to provide project success factors that should help you mitigate those potential issues.

Mistake number 6:

Hoping CRM will work

Hoping it will work is a classic CRM Project mistake which can lead to project failure Continue reading »

7 Common CRM Project Mistakes and How to Avoid Them – Part 2 (of 3)

Mar 072012

7 Common CRM Project Mistakes and How to Avoid Them – Part 2 (of 3)

There are many reasons CRM Project fail and there are many mistakes that can be (and are) made which contribute to those failures. In this series, we are looking at a number of common mistakes and how best to avoid them. If you haven’t already, read the first part to this series about customer experience, definition of “CRM” and scope.

So onwards with the common CRM project mistakes. Mistake number 3:

Assuming CRM is big and complex

The scale of investment in terms of time, people resource and money that can go into (so called) Operational CRM projects can be over the top when balanced with what really needs to be done. This is even more difficult to comprehend or rationalise when that investment (over spend) relates just to the configuration of the technology component of the solution. The project, and its IT components, should have an enterprise-wide scope in terms of people and areas involved and impacted. However there is a common misconception that a wide scope equates with a complex solution or long implementation.

Assuming the CRM Project is big and complex is a common CRM Project Mistake Continue reading »

7 Common CRM Project Mistakes and how to avoid them – part 1 (of 3)

Mar 052012

7 Common CRM Project Mistakes and How to Avoid Them – Part 1 (of 3)

In this first part in a three article series, we’ll explore two of the key reasons CRM project fail and discuss how we can avoid them.

Is Customer Relationship Management (CRM) one of those things that we dare not openly criticise for fear of awakening the scorn of our fellows, or worse, incurring the wrath of a vengeful Inquisition?

How dare we question CRM! Without the Customer, there is nothing; no reason to exist, no value, no reward, no meaning. Absolutely Nothing! Relationship? Everybody needs one (or more) surely? It’s so obvious, it’s incredible that one should have the temerity to criticise its value. The Good Relationship leads the customer to shower upon us the reward of eternal high return on investment.

As for Management, no doubt, we all need a bit of management to keep us on the straight and narrow!

There are many reasons CRM Projects fail. Here are several key CRM project mistakes that increase the project risk and can lead to the failure of the CRM Project Continue reading »

Case Study: Richard Keenan & Co

Jun 282011

Industry

Agriculture, Manufacturing

Function

Feeding and feed technology for ruminant livestock combined with diet and nutrition consultancy providing world leading equipment and knowledge to enable farmers to optimise the feed and diet of their herds.

Challenges

To find a solution to capture and store a high level of diverse data, providing a suitable front end capable of working in remote locations and later synchronising with head office. To stay ahead of the competition by offering more detailed, accurate and flexible analysis of the data collected.

Business Solution

A combined CRM and Business Intelligence solution providing an offline, remote data capture synchronising to a centralised location integrated with both the ERP system as well as providing a customer portal displaying practically real time data and analysis for their customers.

SalesLogix

Remote / offline client allowing recall and collection of customer’s data. Robust synchronisation with head office ensuring up-to-date data is available. Online portal allowing customers access to their data and ability to log service requests.

QlikView

Producing a 360 degree view of the customer and the company, presentation of individual customer’s data showing data from different systems both for the individual and compared to others in their area.

Benefits

  • Provide detailed, proven analysis of how to optimise the feed and productivity of herds to their individual farmers.
  • Allow Keenans to stay ahead of the competition and grow market share by actively delivering on their promise of what they offer.

Find Out More

Case Study: Gentoo Group

Jun 232011

About the Organisation

Gentoo is a UK top 10 RSL and leader in service innovation, promoting home ownership and the implementation of sustainable and green policies.

Sector

Housing & Community Services

Function

Construction, Housing, Tenancy and Shared Ownership, Community and Neighbourhood Projects and Services, Environment and Sustainable Living.

Challenges being faced

To define and implement a unified operational model for CRM across the Group. To implement improved management and delivery of information to support better insight, analysis and business performance.

The Business Solution

A single, unified operational model for CRM. Covering multiple business areas and functions across the business. From commercial ventures, through to housing development, and (multiple) services delivery.

Technology Implemented

Oracle CRM On Demand

Hosted / SaaS operational CRM platfo Repository for organisation & person, needs, property, product, contract and service delivery information. Process enablement around market engagement, construction, commercial / business development, and service delivery. Extensions to legal, HR, Health & Safety and other back office functions.

QlikView

Delivery of multiple views of information sourced from housing, finance, CRM and other core systems. BI services from performance management to reporting and analysis.

Find Out More

Habit forming e marketing

May 122011

The idea of habit forming content is interesting and something that I’ve (Ben) been looking at recently. There are two things that I would say on this:

  1. People love to collect things and aim for a "level" or reward. Whether this is points, stickers, badges, visits, coffee stamps etc. we will go out of our way to collect another one in order to build up our collection. The idea of the loyalty card isn’t new and there are several approaches used in different industries and even within the same industry. Starbucks for example offer free extra shots and marshmallows etc if you buy your coffee on their pre-pay loyalty card whereas Nero has a simpler collect-stamps-for-a-free-drink thing which I think is a lot more effective at gaining regular customers but is utterly useless at gaining the details of the customers and thus they are missing out on the longer term marketing relationship that Starbucks is getting.
  2. Reward a monkey, dog, child or adult every time they do something you want them to and they quickly get bored or the task, take less pleasure in it and put less effort into it. Reward them sometimes, and they are left hoping for the reward each and every time meaning that they don’t get bored, continue to put in the effort and continue to find it rewarding. Going back to Starbucks, I don’t take advantage of the extra shot very often, but I still go to Starbucks because occasionally, they hand out free samples of their instant coffee to pre-pay card members. Not very often, but every now and then and even though Nero might have the edge on the coffee stakes (in my personal opinion) I still prefer the Starbucks experience.

Of course we’re not all in the coffee business, and in the case of a business that has lots of data that is public domain but not being used this way, then something like QlikView with an external connector, would allow visitors (possibly authorised via email address collection etc.) to explore data. This would be be very interesting, providing the visitor with both an interactive and learning/discovery experience and if there are two words that are buzz words in today’s web marketing, they are those.

Teach your visitor something and they’ll love you for it and make it interactive and they’ll come back again and again.

CRM is Not Just Marketing, Sales and Service…

Mar 082011

…It Crosses the Whole Business

CRM is about your whole business and not just IT industry defined applications.

We leverage and apply best practice for the core areas such as customer, market, activity, and Marketing, Sales and Service. But we also take a much broader and deeper view of your business. We can rationalise and streamline your business model as well as reduce the systems to just those few critical applications.

Our CRM solutions extend to multiple areas of your business; harmonising, streamlining and enabling a better model that can deliver your vision more easily and more cost effectively.

- John Glennane, CEO

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