3 Ways ERP Technology Improves Customer Relationships

Customer satisfaction is one of the foremost drivers of business success. After all, a business cannot run smoothly without the loyalty and patronage of satisfied clients. To make sure that interaction with current and potential customers are nurtured, an effective Customer Relationship Management (CRM) program should be in place.

CRM has come a long way. Big businesses have invested millions and millions of money into this type of software designed to automate and organize customer service, marketing and sales. The desire to identify and pursue sales leads, enhance marketing efforts, improve customer retention and provide better service to customers have prodded these enterprises to allocate a huge chunk of their money into this solution.

Unfortunately, in some cases, the complexity of use, the inability to seamlessly integrate with existing databases, and the failure of end-users to utilize new software have all forced companies to flush money down the drain.

Fortunately, advanced technology have paved the way for better, more results-driven CRM systems for businesses of all sizes, but most especially for corporations running on complex processes and large-scale systems.

The Power of Two

Business organizations, especially large-scale ones, can conduct customer service activities in a more efficient and cost-effective way through CRM integrated into a full-suite enterprise management system. Such integration allows brands to anticipate client needs. It can help businesses tailor their processes with the customers’ preferences in mind, improving efficiency which ultimately leads to cutting down on costs.

By using an all-in Enterprise Resource Planning or ERP software, organizations are able to use a system of integrated applications for better management and automation of back-office functions. With CRM organically embedded into the enterprise suite, the integration presents a huge relief for business operators as it considerably improves customer lifecycle management.

Benefits of an Embedded CRM System Within an ERP Suite

Almost all major CRM products in today’s business scene offer wide-ranging sales automation support. However, these are presented as built-on – not built-in – products that lead back the organization’s ERP. This translates to a costly, complex, and often lengthy projects with limited integration and possible low data quality.

In contrast, if a CRM system is intrinsically embedded within an ERP program, it offers an extensive list of capabilities. This significantly helps companies meet the demands of a thriving business. This, in turn, reduces implementation time, the complexity of procedures, and total cost of operations.

1. Single-user Interface

One basic benefit of an embedded CRM system is that users need not log on to two separate systems to find the information they need.

A joint CRM and ERP suite give users the ability to access correct information in real-time. It allows the organization’s workforce convenient and timely access to the information they need. With the touch of a button, they can manage leads, prospects, opportunities, quotations, be on top of asset integrity management, and other processes on one common platform.

With a fully integrated CRM and ERP program, company employees can be more efficient. This translates to better customer service and satisfaction.

2. Streamlined Business Process

With the advent of technological solutions such as a thoughtfully designed unified CRM and ERP application, business processes can now be automated and time-efficient. The programmed workflow and streamlined processes will enhance productivity and cut down on the amount of duplicated data entries.

3. Efficient Customer Lifecycle Management

All customer information is readily available and allows ease of use for the company staff. The seamless meshing of CRM and ERP systems provides the user a complete view of customer data.

From prospecting, sales, marketing, finance and accounting, to post-purchase services, these combined applications provide total visibility of the consumer’s needs. It also gives insights into the buyer’s habits, preferences, purchase history, account standing and other pertinent information. More importantly, by knowing all these factors about the customer, users can anticipate the client’s needs and use it as a tool to foster good relations with them.

Utilizing the best of both worlds by unifying CRM with ERP software can mean better business. With customer data readily available in the synchronized database, it can mean faster identification of needs, the creation of tailor-fit programs and activities, and targeted approach to serving the customers in the best way that can garner continued loyalty.

Addressing the customer’s requirements and satisfying their ever-demanding and discerning desires with the help of technology can provide businesses with a stronger, more efficient foundation for future growth.