Discover how the strategic integration of a CRM and ERP enhances the efficiency and performance of your business.
We’ll explore how this perfect combination drives customer and business resource management for success.
When it comes to managing the company, both managers and employees appreciate that processes are carried out in the easiest and most intuitive way.
Likewise, customers are the first to recognize and highlight those businesses that execute everything super efficiently, which translates into better service and problem-solving ability.
If in our daily lives we look for devices that make our lives easier and are easy to use, it does not have to be different in the work area.
To slightly lighten the weight of administrative processes in a business, there are two strategies, the first is based on Customer Relationship Management (CRM) and the second on Enterprise Resource Planning Systems (ERP).
In this article we will tell you how you can combine both strategies and why you need this duo to optimize the management of your business and increase your sales.
What is CRM and ERP?
Both systems have the main objective of facilitating processes within the company, but they focus on different elements.
For example, a CRM software It is a “Front Office” platform that integrates specific functionalities to manage the interactions of your company and the customer, so that there is an increase in sales. Among its main functions are:
- Customer data registration.
- Record of calls, emails and messages exchanged.
- Calendars with reminders of meetings or visits.
- Direct access to calls and sending emails from the system.
- Automatic preparation of reports and reports.
- Segmentation and classification of customers according to their characteristics or activity.
On the other hand, the ERP system It focuses on optimizing company processes and communication internally, between each department and not directly in relation to the client.
In this way, it is considered a “Back Office” system, since it does not interact with clients, but rather is dedicated to coordinating the internal dynamics of the company.
These systems collect all the information generated by each of the departments to centralize them in one place. Its main functions include:
- Inventory management.
- Human resources.
- Supply management.
- Facilitates accounting.
- Includes functions for preparing and sending quotes and billing.
- Allows you to manage orders.
- Facilitates communication between employees.
We can say that both tools complement each other very well, since an ERP system will allow you to improve multiple aspects internally of the organization and a CRM will help you improve the interaction with your clients, suppliers and any figure that is related to your brand.
Still wondering why you need a CRM? Request a personalized diagnosis that will reveal how to scale your sales
7 Advantages of Integrating a CRM and ERP System
It is important that when combining both strategies you choose platforms that are intuitive and easy to use.
You don’t want to have all your human talent go through a long and tedious learning process to manage the system.
This, beyond benefiting you, can slow down your processes even more, so make sure it is software with a friendly interface and very easy to understand at all levels of the organization.
Once you have your best option at hand, you will discover that it is much more comfortable to work in an automated way and that you will have plenty of time to dedicate to other more important matters within the company.
If you integrate both systems, you can begin to notice improvements and benefits at all levels of your company such as:
- Timely access to all information: Both systems are synchronized to manage a common database throughout the company.
This makes it easier to find data that other departments generate and process at the right time.
- Information available at all times: All members of the company can consult the information from any device remotely, this being very useful to resolve incidents with clients or suppliers in the shortest time possible.
- Centralized and updated data: Information is updated in real time and is consolidated to avoid errors and duplicate information.
Additionally, the fact that the information is in one place improves communication and integration between each department.
- Total visibility of your business: you can track all your projects and your clients.
It is also much easier to identify what stage of the purchasing process they are in and define a sales plan until the customer completes the purchase.
This is very useful for taking corrective action if you identify that a department is having problems with customers.
If you discover that there is a tendency to lose customers in a specific phase of the purchasing process, you can investigate this situation thoroughly and resolve it as soon as possible.
- Allows you to segment your customers: This combination gives you an advantage to know the type of customers who are most likely to purchase your products and services, allowing you to design proposals adapted to each profile.
This way you can focus your efforts on improving the relationship with these types of clients who generate a higher sales rate.
- You save time and effort: activities that you previously had to do manually can now be done automatically.
For example, gathering information about your prospects to identify consumer habits often involved surveys or phone calls dedicated solely to these types of studies.
With the integration of a CRM and ERP you can collect this information automatically or enter relevant data into the system that it will use to obtain conclusions.
- Increase your company’s profits: when a CRM and ERP system merge, they increase the efficiency of internal processes and also customer satisfaction.
This can only translate into an increase in sales, since your company will now have more information available to make better decisions.
Conclusion
The integration of CRM and ERP systems takes place to offer entrepreneurs the greatest advantages of automating processes.
There is no time to waste in a market where there is increasing competition. The only way to differentiate yourself is to offer added value through excellent service and a genuine interest in customer satisfaction.
This is only achieved if we recognize that each consumer has special needs. Especially when we stop treating them as statistics and value their purchasing choice.
To do this, a CRM and ERP will transform demographic, activity, interaction or preference data into valuable information for your company.
Both systems will help you build action plans for each situation and maintain a panoramic view of both what is happening within the company at all levels, as well as the relationship with your clients.
