CRM has been more or less been replaced by ‘customer-centricity’ capabilities that are in BPM.
The problem with CRM was lack of the ability to handle other than primitive workflows. CRM needed BPM but since BPM did not need CRM, I suspect this is why BPM “won”.
The essence of BPM is steps linked via directional arcs, with a few attributes that include . .
- WHAT as an instructional attachment to a step, at times with an explanation (WHY)
- WHO (being a skill category, not a person)
This leaves WHERE and WHEN and these usually are run-time-acquired attributes of steps, but not always (i.e. if a particular step requires a fixed piece of equipment, then the work has to go to the equipment, not the other way around).
As for WHEN, in a hospital, for example, we clearly cannot have “breakfast medications” being administered at lunch.
Other than explicit steps that involve a customer (inbound contact, reach out contact), it’s not easy to anticipate when you might have to contact a customer or when a customer might want to contact you.
Accordingly, the easy way out is to make things such that your run time environment can handle a customer experience at ANY step.
Now, if your Case management system deals with instances that generate deliverables that go to different customers, then you need a separate “customer” entity to consolidate a copy of all contact with a customer across deliverables (eliminating the need for a CRM).
At the end of the day we have planned customer experiences and we have 2-way (in/out) ad hoc customer experiences with the need for an audit trail at the deliverable you are making for the customer and a copy of every customer intervention across deliverables in a customer entity.
It’s difficult to launch queries across different datasets therefore a Knowledge Base that consolidates deliverables data as well as customer experience data is useful to allow you to do free-form searches across entities.
Multi-entity record management systems plus a consolidating KBase gives you the best of all combinations.