Convergence of CRM, BPM, MDM and BI: The Fantastic Four of Customer Centricity

The answer to all these questions becomes more clear with the understanding of how CRM, BPM and MDM are converging. Social media and cloud solutions have moved the customer to the forefront, in a literal sense. Further, smartphones and tablet computers have redefined how employees interact with their organizations, customers and business partners. So, while each technology stack has its own individual merits, the more recent thinking is focused on convergence. This is encapsulated by Forrester Research, Inc.’s recognition of emerging and disruptive trends within this space: “process-centric CRM,” which is a convergence of CRM and BPM; “business data management,” which is a convergence of BPM and MDM; and the importance of utilizing a business activity monitoring (BAM) tool, which is part of BPM.