4 Benefits of ERP and CRM Integration

PostedOn: 2017-02-14 12:33:50

Enterprise resource planning software (ERP) combines multiple business applications, integrates supply chain and customer service behavior, and promotes greater productivity within an organization. ERP systems increase order-to-shipment times by 23 percent and provide an inventory accuracy average of 97 percent, making these programs a powerful resource for businesses in various industries. Combining ERP with customer relationship management software (CRM), however, generates even more explosive results. Here are four benefits of ERP-CRM integration:

1. A Holistic Approach to Customer Management

ERP and CRM integration generate a 360-degree view of customers. Companies have access to more data than if they used ERP or CRM separately, and can use this information to make forecasts about future events and solve business-related problems. ERP and CRM software provide a holistic approach to customer management, where brands have deeper insights into prospects' behavior, such as purchase histories, interests and contact details. All of this information is displayed on a single dashboard, allowing companies to view customer data quickly, with minimum fuss.

Eighty-nine percent of companies compete primarily on the basis of customer service, compared to just 36 percent a few years ago. ERP-CRM integration optimizes consumer management, letting companies excel in customer service.

2. Greater Functionality

ERP and CRM software integration lets businesses perform functions that aren't possible when using these programs independently. Some features might overlap, but this combination provides companies with better functionality.

There are various ways this enhanced functionality manifests itself. Different departments within an organization including sales, marketing and billing divisions share data easier and in a speedier manner, for example. Once businesses integrate ERP and CRM software, they can access data from a single workstation. Users won't have to switch between two different systems and can minimize the problems associated with duplicated data.

ERP and CRM integration also offers improved quote management, more accurate data collection and increased data visibility all of which enhance functionality.

3. Greater acceptance Rates

Staff might be skeptical to embrace more than one piece of software, especially if it requires a lot of training. Learning to use both ERP and CRM at the same time can be a challenge, resulting in poor adoption rates post-implementation. The combination of these two programs, however, makes it easier for employees to gather and analyze data. They can make acquainted themselves with one piece of software and spend time learning all of its features. 

4. More Accurate Metrics

Both ERP and CRM software provide business with accurate metrics. Connecting these programs, however, generates more accurate data. Companies can monitor data throughout the entire supply chain or customer lifecycle, and access the latest business intelligence in one place.

Research shows that accurate metrics help companies plan for the future, discover how their customers and clients operate, and find out what the general public thinks about their brand. Using analytics drives performance, assists with executive and provides organizations with a focus, too.  

ERP and CRM both automate business processes and streamline operations throughout the entire product and customer lifecycle. Combining these two pieces of software into a single solution provides businesses with greater functionality, greater staff adoption rates, precise metrics and a 360-degree view of customers.