A connection for a (successful) life: ERP and CRM linked
6 october

A connection for a (successful) life: ERP and CRM linked

ERP and CRM connected? This is not only desirable, but necessary for the company's success. Close networking opens up new avenues, especially for small and medium-sized companies. However, this is a smooth data exchange fundamental.

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There is hardly a company that does not work with an Enterprise Resource Planning (ERP) system. Actually is a ERP system Basis for the successful implementation of various business processes ? from the management of the products to the services that the company offers. However, an ERP system is not the answer to everything. Especially in the area of customer care, the functions are not sufficient to replace the customer relationship management system, or CRM for short. At the latest when a CRM system is introduced, the question arises as to whether and how ERP and CRM should be linked.

The answer is yes and this is how it's done:

ERP and CRM linked - but with clear data sovereignty

Most important is the exact ?distribution? the data. Often the question is which system via which data data sovereignty gets far more difficult than assumed. Because the base data of products and customers are normally in the ERP system and may only be processed there. However, the company's employees mostly work with the CRM system, which is why the customer's data is recorded and processed on the CRM side. It is therefore necessary to define exactly which system has which data sovereignty.
At the same time, it must be clarified:

  •  Which system is allowed to write to which?
  •  ERP or CRM may/must change where and what?
  •  Who informs whom about the changes?
  •  Which processes can be automated?

ERP and CRM linked - example customer service

The fact that these questions require a great deal of attention is shown, for example, in customer service.
Everyone knows about the popularity of the situation when service staff information is not available, have to connect you to other places or ask for a callback. That's because the customer service working with the CRM system. That is also correct, because a CRM maps all the necessary functions for good customer service. In order to always be able to access the relevant information when processing service requests, the service employee must be able to call up the data in the ERP system. However, if this data is available through a good link between ERP and CRM, customer service can shine with a quick and customer-oriented appearance.

Also critical situations such as the recall of a defective product can be mitigated by linking ERP and CRM accordingly. Using the CRM system, the buyers of the product can be selected and the recall can be tracked. An ERP system cannot offer these functions. In order to control this process via the CRM, however, it must access the ?Purchase data? can access, which are located in the ERP system. Without a link, the ?recall campaign? be carried out manually, which takes a lot of time. Although the defect cannot be remedied in this way, professionalism and reliability can be proven. You can also see the importance of good networking of ERP and CRM here.

ERP and CRM linked - more sales opportunities

However, a good link between ERP and CRM system can be helpful not only in terms of customer relationships. Also in sales you can use the CRM software in a targeted manner. Via the ERP connection, the CRM system can access the customer's purchase data and a corresponding ?purchase history? depict. Through analysis functions the CRM system can now show which products are selling the most. This information is of great importance in sales.

The benefit of a good link between ERP and CRM systems at different levels is visible. However, connection is not the same as connection. In order to optimally support all processes, small and medium-sized companies in particular should consider external help when introducing a CRM solution.

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