ERP and CRM linked? This is not only desirable, but necessary for a company's success. Close networking opens up new avenues, especially for small and medium-sized companies. However, this requires a smooth data exchange fundamental.
There is hardly a company that does not work with an Enterprise Resource Planning (ERP) system. In fact, a ERP system The basis for the successful realisation of various Business processes - from the management of 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
The most important thing is the exact "distribution" of the data. The question of which system has which data is often data sovereignty is far more difficult than expected. Because the base data of products and customers are normally stored in the ERP system and may only be processed there. However, the company's employees usually work with the CRM system, which is why customer data is recorded and processed on the CRM side. It is therefore necessary to define exactly which system receives which data sovereignty.
At the same time, clarification is needed:
- 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 how popular the situation is when service staff information, connect you to other centres or ask for a callback. This is because the customer service works with the CRM system. There is a reason for this, as a CRM system provides all the necessary functions for good customer service. However, in order to always be able to access the relevant information when processing service enquiries, the service employee must be able to call up the data in the ERP system. However, if this data is available thanks to a good link between ERP and CRM, customer service can shine with a fast and customer-orientated approach.
Also critical situations Such as the recall of a defective product can be mitigated by linking ERP and CRM accordingly. The CRM system can be used to select the buyers of the product and track the recall. An ERP system cannot offer these functions. However, in order to control this process via the CRM, it must be able to access the "purchase data" contained in the ERP system. Without a link, the "recall campaign" has to be carried out manually, which takes a lot of time. Although this cannot eliminate the defect, it can demonstrate professionalism and reliability. The importance of good networking between ERP and CRM can also be recognised here.
ERP and CRM linked - more sales opportunities
However, a good link between the ERP and CRM system can be helpful not only in terms of customer relations. Also in the sales the CRM software can be used in a targeted manner. Via the ERP connection, the CRM system can access the customer's purchase data and map a corresponding "purchase history". Through analysis functions the CRM system can now show which products are the most successful in terms of sales. This information is of great importance in sales.
The benefits of a good link between ERP and CRM systems at various levels are clear to see. However, not all connections are the same. 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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