How integrating CRM and ERP can increase revenue and profitability
One of the main reasons that enterprise resource planning (ERP) implementations fail is that businesses try to lever ERP into a system that it’s not been designed for. While ERP can automate and manage many back office functions for a company, it does not solve or replace other aspects of the business. One such area is customer interactions. This is where customer relationship management (CRM) systems come in. Using a CRM system enables a company to learn and act upon every single customer interaction – something ERP is not designed to do. Integrating both ERP and CRM systems to work side by side could open many possibilities for a company. With such an action, a company has a single view of all customer interactions including contact details, meetings, emails, quotes, orders, products purchased and warranty details. A significant reduction of errors or repeat data means a much more efficient process. In order to get the best out of the two types of software, the most efficient approach is to take an example of each and get them working together. It’s important to note that CRM and ERP are two very different systems. But it’s apparent that with some time and effort, successful integration of the two systems can produce an efficient and cost-effective way of working.
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