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Oracle CRM On Demand Administration Essentials by Sundaram, Padmanabha Rao

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Chapter 6. Business Process Automation and Management

Customer relationship management (CRM) is a combination of people, processes, and technology that seeks to understand a company's customers. In this chapter, we are going to focus on the "process" part of CRM.

On a day-to-day basis, any company runs on business processes. Just about everything that goes on—from general business operations, sales, customer services, to industry-specific activities—has well-defined processes. Thus, to improve the efficiency of any company, it is vital to identify, optimize, and automate the business processes to reduce the manual effort as well as operational inconsistencies. This is where the concept of business process management comes into the picture.

Business ...

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