For any business, customers would always be at the core. But when the customer data is disseminated across multiple systems, it might be possible that information will go missing, creating hindrances along the customer journey. In fact, many companies still have siloed systems. Among those systems, the CRM system fuels their business with new business and the ERP systems aid in optimizing profitability. Thus, by having combined CRM+ERP systems, companies can have a single platform for all customer data and transactions, from contact detail, credit history, shipments to orders, quotes, and customer service requests. This means whether someone from accounting, sales, HR or operations want to pull up a customer history (record), they can have the complete 360-degree view of the customer.
Then, this combined information becomes more accurate and efficient, enabling an Exclusive Customer Experience. Now read on to the processes that can benefit the most from data generation.
When the salespeople will have access to the order history from their ERP software system to the customer data in their customer management system (CRM), they could stand a good chance of reaching out and converting a deal. For instance, if salespeople know the probability with which repeat customers place orders, they can contact the customer before the predicted order to cross-sell or up-sell. Then, if they already know when customers will experience equipment problems from a shared customer support database, they can contact them to update or purchase the latest version of an older product.
With a CRM-ERP combination, sales representatives can create proposals with more agility, using accurate pricing information including any discounts or promotions. This latest information about product availability can result in an increase in accurate shipment dates and allow for particular rush orders if merchandise has stocked out and the customer requires to receive their order urgently.
With CRM+ERP integration, salespeople can have all the required information before contacting a customer, including any credit history and outstanding invoices in real-time. Further, this would pace up the collection process along with ensuring that proposals contain the most relevant payment terms. If the system enables signatory permission from accounting department for financial terms and condition, the proposal can be approved within seconds even in front of the customer to reduce the sales cycle.
Moreover, order processing becomes quicker as when a salesperson types a quote or order in the CRM system, the data is automatically received and read into the ERP system. Thus, eliminating the need for manual interpretation from emails, completed paper forms or sales printed reports.
That’s how the free flow of data sharing between ERP and CRM systems with automatic updates of tweaks in customer data and orders enables companies to ship products quickly with fewer errors, translating in increased speed of product delivery and invoicing.
CRM offers you an insight into which marketing campaigns are engaging while ERP software solutions reveal which products are being sold and which aren’t. This CRM+ERP data combination can be used by operations to predict product demand with increased accuracy.