CRM and ERP technologies are wonderfully beneficial systems on their own, but when integrated they are much more powerful.
A variety of business types and industries realize significant benefits as a result of integrating the systems.
In this post, we unpack the top benefits our customers and users across the globe have experienced.
360-Degree Customer Views
Everyone who interacts with the customer should have a single place to go for a full view of all interactions: whether its basic contact history, sales history, case/issue history, forecasting, marketing interactions, etc. CRM can be one source for all customer-related information.
CRM provides easy access and having ERP data within CRM makes this single view possible.
Improve Cross-Departmental Collaborations and Alignment
By integrating CRM and ERP, you prevent your organization from perpetuating user silos and improve team cohesion.
Departmental silos tend to decrease employee morale, distract from the importance of alignment, have a negative impact on business operations, processes, and strategies, and may even contribute to an organization’s decline over time.
You don’t want one or a few departments to use CRM while others use ERP, and vice-versa. Integrating these technologies is a huge benefit to your business because it helps to ensure that all of your departments are working towards the common goals, purpose, and objectives you set.
Our customers have reported this benefit of CRM and ERP integrations. Before integrating ERP with CRM, customers reported experiencing a lack of accessibility, which led users to have to call or connect to an office to speak with someone who did have access to the information they were seeking.
Beyond mental frustration, this creates a clunky business process that is easily avoidable through an integration.
Integrating ERP and CRM gives users access to information that wasn’t generally accessible before. Integrations eliminate this redundancy and help to optimize a user’s workday by creating timely efficiencies, providing transparency, and access to the data they need.
Account and Contact Information
Contacts can vary greatly depending on whether sales, operations, marketing, customer service, or finance is involved.
The Top Benefits of CRM and ERP Integrations
Having all of your account and contact history in one place enables all departments to have consistent messaging and for marketing to better segment contacts to send appropriate messaging.
Having account and contact history in a centralized location enables high and continuous user adoption levels as well. CRM and ERP users are much more likely to engage in a centralized location rather than navigating between several different technologies, which can lead to disengagement.
Invoices and Payment History
This information enables sales and customer service reps to upsell and cross-sell to existing customers, and also measure satisfaction on prior business.
Using the data analytics tools in CRM also provides a visual way for sales to see trends in customers’ purchase history and address any potential downward trends more quickly.
Increasing customer retention, satisfaction, and share of wallet can lead to a high return on investment (ROI) and business growth over time.
Elimination of Manual Data Entry Processes
Often times, data has to be entered twice when ERP and CRM are not connected. Having this integration in place can replace many manual processes.
CRM and ERP integrations save users a lot of time and prevent duplicate data entry, inefficiencies, and disorganization.
Product and Price books
In some cases, customer relationship management technology can be a great place for entering quotes and orders.
Having the product and pricing information in CRM makes this a very efficient process, enabling orders and quotes to quickly get produced for the customer since you eliminate the need for manual data entry and updating between CRM and ERP.
When you integrate the system, workflows take the busy work out of this for your salespeople.
Quote and Order Management
Whether you do your quoting and/or orders within ERP or CRM, having visibility to this information in CRM enables the sales and customer service teams to be more responsive to customer requests.
Field sales teams may be much more productive being able to view and create quotes directly within CRM via the mobile experience. Many times, sales and customer service just need quick access to information to address customer questions.
Being able to quickly access customer information and answer their questions improves overall customer satisfaction.
This leads to reduced labor costs and proves the value of integrations for all customer-facing departments, while also contributing to a positive brand image in the digital space over time as customer satisfaction levels rise.
Most ERP systems do not offer mobile access, but this is a strong area of CRM. Providing your sales team with customer information anytime, anywhere, on any device provides many benefits.
The Top Benefits of CRM and ERP Integrations
They are able to engage in conversation with data at their fingertips to ask more insightful and direct questions of customers.
Having historical sales data and dashboards that show purchase trends can be very useful in conversations about future forecasting. If there have been past issues with quality, delivery, etc. and sales can see this, they can immediately acknowledge those issues and be more proactive in the discussion.
These are just a few ways having constant access to data through CRM will help sales better engage with customers.
Gain Clearer Visibility into the Sales Pipeline
Both technologies can help users do this on their own, sure – but when integrated, they become even stronger.
CRM is literally meant to improve Customer Relationship Management, while ERP (Enterprise Resource Planning software) is designed to help improve the management of your core business processes. (Of course, this is a very high-level generalization of these intricate and dynamic technologies, but you get the picture.)
Integrations improve data quality and accuracy, meaning sales managers will have the best understanding of your sales pipeline at all times. This benefit will lead to a reduction in sales meeting frequencies and let your salespeople focus on the core of their functionality.
This just touches the surface when it comes to the benefits a CRM and ERP integration can offer your business.
Learn how CRM and ERP integration can uniquely benefit your business. Get in touch with our team to learn more.