CRM and BPM Suites of the Future

1
CRM and BPM Suites of the Future

• Ben Kiker
• Chief Marketing Officer, Onyx Software

2
Welcome

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

3
CRM and BPM Suites of the Future

• Jim Sinur
• VP and Distinguished Analyst, Gartner Group

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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

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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

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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


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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

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BPM Is Thriving in Many Industries

• Insurance
• Banking
• Credit
• Financial markets
• Discrete manufacturing
• Healthcare
• Government
• Pharmaceuticals
• Telecommunications
• Retail

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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
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Process Efficiency is Being Delivered Get on
board or get out of the way
In a 2003 study, percent of respondents that
achieved key process benefits
70
55
85
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BPM is Business Integration at Multiple Levels
and Is Ubiquitous

• BPM flows enable optimized business events that
  coordinate
• Hardware, Software, Facilities, Process, People

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
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Comments from a 2004 BPM Survey
Experience from 154 recent BPM projects
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
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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
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Ingredients for BPM Success
Visible and Successful Implementations Real
Cost Savings/Avoidance Understanding the Real
Process Business Process Ownership Leadership
Buy-in Quality Implementations
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BPM Suite Taxonomy
Analyze and Model Processes
Execute Processes
Integrate Humans and Applications

• Fast Path Changes
• Dynamic Rules
• Dynamic Binding

Monitoring Results
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BPM Suites Require Explicit Flows Rules
Applications
Operating System
Emerging
Current
Classic
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BPM Suites Will Require Convergence Or Best of
Breed

• FileNet

• Staffware

• vendors with outboard rules
• vendors with Inference

• Pega

• Savvion

• Metastorm

• Ultimus

• eiStream

Pure- Play BPM

• Fujitsu

• Clear

WebMethods

• Fair Isaac

BEA

• Pega

• Microsoft

Integration Server Software Platforms EAI

• Ilog

Business Rule Engines
SeeBeyond

• Mindbox

• ESI

• Tibco

BPM Suites

• Corticon

• Oracle

• CA

• IBM

Microsoft

• Synthean

Analysis, Simulation Modeling, Design,
Construction Tools
Orbus
Systar
Business Activity Monitoring
Proforma
Applix
Proactivity
Onyx Software
Casewise
VineyardSoft
Lanner
Hewlett-Packard
IDS Scheer
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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

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Architecture for Real Time Reactive Change
What is the significance of the events/data?
Detect Diagnose Explain Model Respond with
scenario driven rule sets
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CRM and BPM Suites of the Future

• Ben Kiker
• Chief Marketing Officer, Onyx Software

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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

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Business process management is a core component
of CRM-today

• It just isnt easy
• It doesnt go deep enough
• Its not as broad as it should be
• World-class CRM deployments dont just support
  business processes, they drive them.

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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

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The BPM in Onyx CRM December 2004
Fully integrated rules engine Business analysts
and administratorsnon-technical people build
and modify business rules in Onyx applications
without writing code

• Graphical design environment for rules authoring
• Real-time and scheduled rules execution
• Compatible with Onyx Enterprise CRM 5.0

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How it works

• Intuitively presents workflows and links to
  users graphically
• Determines the order of execution

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Another wave of CRM innovation Coming Next Year
A sophisticated process design environment for
building forms and data flows

• 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

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

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Q A

• Ben Kiker
• Chief Marketing Officer, Onyx Software
• BenK_at_onyx.com
• Jim Sinur
• VP and Distinguished Analyst, Gartner Group
• Jim.Sinur_at_gartner.com