An ERP system and a CRM system each serve a function and purpose. But when combined, the solution can drastically improve an organization’s overall health.
CRM, or customer relationship management, helps companies reach customers more effectively and strategically through automation. CRM systems commonly manage sales and marketing functions, though that’s not the limit of their scope. ERP, or enterprise resource planning, helps leaders better manage operational areas like technology, human resources, and other services. When you get a real-time picture of these areas, you can know where to focus your time and energy.
One downside to using two different systems like CRM and ERP is that you’re missing out on the big picture. However, with an integrated CRM and ERP system, visibility is front and center. You can track various metrics and then manage the facets to correct course if needed. Integration is the way to do this.
Improved access to both CRM and ERP systems can help your team do more in less time. Plus, they can update information remotely and access it independently of location. ERP mobile systems integrated with CRM systems offer conveniences that separate systems cannot.
Customer satisfaction is the lifeblood of any organization. When you integrate CRM and ERP systems, all that data is organized and presented in one central hub. Customer service employees can access relevant information without having to lose time or reputation when customers call and need answers or make requests. This simplicity can boost customer service and satisfaction, which may lead to repeat business.
Sales and marketing teams often use CRMs to communicate product offers to customers. With an integrated CRM and ERP system, you can hone in on buying patterns and personas to present personalized recommendations. Looking at recent orders and past conversations with customer service representatives can help to connect with buyers more strategically. All of this can translate into greater retention for maximum profitability.
An integrated system can also improve sales through accurate inventory management. Sales staff may be unclear about whether they can fulfill a customer’s order without real-time data provided by an integrated system. An integrated system means they can more confidently provide customers with accurate information on inventory and fulfillment times.
Siloed ERP and CRM systems can slow down processes and create redundancies when they each have their own distinct set of contacts. Some may be unique, but others may overlap. For instance, if the marketing team wants to send a direct mail piece to all contacts, they might have to take additional steps to reduce duplicates.
An integrated CRM and ERP system allows for merged contacts. This means all stakeholders can access important contact information for clients, subcontractors, and other parties.
The verdict is in: CRM and ERP software integration provides several benefits that can be a game-changer to departments and the organization as a whole. If you want to provide the best possible experience for your customers, ERP and CRM integration is the clear path that leads to results.
But how can you get there? You need a partner in your corner with a proven track record, to help you bridge that gap. ASI provides accounting, distribution, ERP (Acumatica, Sage 100 and Sage Businessworks), and manufacturing software solutions to small and mid-sized businesses. Sage 100 is a complete business management solution for small and mid-sized companies that need to automate processes, connect employees and gain business insight when necessary.
Call us today at 803-252-6154 or contact us for more information on how integrated CRM and ERP systems can help your business.