By AMT Meng Fanqiang
As a way of thinking, BPR strives to break tissue boundary, transforming multi-level longitudinal transmission mode into a small level of flat tissue structure. Modern information technology promotes the formation of the BPR "planar flow" mode. BPR's practice has developed to today's information technology is already an integral part of the BPR, and rationally use information technology to become the difficult point of BPR and key points.
On the other hand, it is increasingly recognizing that information technology and Internet have or will have to bring corporate organization architecture, workflow restructuring, and transformation of the entire social management idea. The implementation and application of the information system and the management concepts thereof must inevitably make changes to the original management methods.
After practical and time test, during the construction or implementation of a large information system, BPR or similar processes such as BPR have become an indispensable project stage, providing specific ideas and methods for corporate business processes and management systems.
As a management information system and man-machine system, the implementation of the CRM system meets the general law of information system construction. That is, when implementing the CRM system, on the one hand, the construction of the CRM software system is implemented, and a system of information technology is established. On the other hand, management is improved, and the system of people who meet the CRM system is established.
At the implementation of CRM, the value of BPR is that a set of marketing management systems and systems in a network environment via BPR work is established. We found in the process of contact with some companies, in the "management" in CRM applications, some companies' leaders often can't determine, or easy to shake, I will say that the CRM project is a management project, and I will say information about information. Items, do not involve the management adjustment to do. From this point of view, his idea is unclear, it feels playing, not "knowledge" works.
In many companies, in the application of CRM, you must redesign the original marketing system through BPR work, establish a new set of B2B flat-selling marketing systems, which will involve enterprise original department / branch / The position of the position, the repositioning of functions, may also involve the separation of the sales system and the logistics system, the introduction of third-party logistics and the settlement system design, the supply chain distribution inventory control strategy adjustment and the redesign of the enterprise marketing organization architecture. Whether the CRM application can achieve effective depends to a large extent on the BPR phase or similar to the like, this is the difficult point of CRM application.
For CRM's software implementation, CRM's implementation path (especially small and medium software) is simpler than ERP, and the implementation of CRM requires a lot of customization. In view of this, the support of scientific management is more important, because only after the management method, business process, job settings, etc., can be customized. The important role of BPR work in or implemented in the system implementation is to scale the management method, business process, position setting, management system, etc. For institutions using CRM or provide CRM consulting services, BPR's experience, ERP experience, combination of BPR and ERP will bring a lot of help for BPR and CRM.
In summary, in the implementation process, the relationship between CRM and BPR should be corrected, and the relationship between mutual restrictions should be recognized. On the one hand, the new marketing model is designed and constructed with BPR as a process transformation. When performing BPR operation, use the CRM system to simplify the process, the process of designing the software should take into account the possibility of software system implementation. On the other hand, when the CRM system is implemented, it is necessary to flexibly select a variety of paths or to meet the requirements of the BPR design.
