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At the same time, prospective customers often ask for CRM software, but on closer inspection, it is ERP -solutions are.

First of all, the term is self-explanatory if you look at the German translation: Customer relationship management. It methodically works on the relationship with the customer. It is interesting to note that we are talking about the customer here and not the Interested parties. The original goal is therefore to get to know the customer as precisely as possible in order to be able to serve and bind him in a targeted manner.

CRM software - More than tools for acquisition

This is where one often encounters the first misunderstanding: CRM is often seen purely as a tool for customer acquisition.

If you look at this background, however, you can deduce one fact: An ERP system can do without data from a CRM, but the reverse is not true. A CRM software that is supposed to keep all relevant customer data available also needs the data that is typically stored in the ERP. This includes orders, invoices, offers, complaints, service cases, etc.

Now, in "large" CRM systems, there are many more ways to collect data than just the bare sales figures and business transactions. For example, you can find out that the purchasing manager of customer A is in the same golf club as the managing director of customer B and customer C is a supplier to A and B, but would rather go to a football match than to the golf course. However, one thing must not be forgotten: The possibility to collect this data is there, you just have to collect it yourself.

Integrated CRM in SAP Business One

SAP Business One does not initially have a CRM module. However, a closer look reveals many menu items that should not be missing in any CRM software. And in fact, most of the requirements that CRM software has to meet can be met in a CRM module. SAP Business One map:

The address management

Business One holds the addresses in the Business Partner module. There you can distinguish between customer, interested party and supplier. Freely definable customer groups can be created and any additional type of categorisation can be defined. All kinds of selections can be made using the query generator and wizards.

Fields for any kind of data can be easily created by the user, if they do not already exist.

Customer history

With activity management, the complete customer history is recorded. Telephone calls, letters, faxes, e-mails, etc.

Sales opportunities or chances

An integrated opportunity management system keeps all data on sales opportunities and their evaluability ready for the sales department.

Complaint management

A separate service module stores the data on all service cases, their history and resolution.

Campaigns

Planning, controlling and evaluating campaigns is also possible with SAP Business One.

If you now include the numerous add-ons, the picture becomes even more complete:

AddOns

In order to make access via the Internet possible, there is now the extension WEB CRM ONE which even comes with additional functions such as a Google Maps integration.

There are also several apps for mobile integration: From SAP and other providers.

The advantages of integration

The advantages of integration lie in the content that does not normally appear in "pure-bred" CRM packages. All data is available to provide a complete overview of the customer, from acquisition to dunning, from order to delivery, from service to invoice. And that pays for itself many times over, also in terms of costs. Elaborate integration projects to make CRM and ERP communicate are no longer necessary.

Conclusion

There are certainly many classic CRM software packages that offer more and more detailed functions in the area of customer relationship management. However, for medium-sized companies looking for the core competencies of CRM software with the advantages of comprehensive data integration, SAP Business One is not only an alternative, but perhaps even the better one.