ERP, otherwise known as Enterprise Resource Planning, deals with the back end aspects of a business such as purchase history, supply chain management, and accounting information. At first glance this dataset can be seen as solely useful for the administrational and logistical aspects of running a business, yet there is a hidden potential for driving growth by utilising that melting pot of data.
Although ERP is essential for resource planning as the name suggests, it can also be a key player in rethinking your marketing strategy to respond to customer demand and funnel in more sales. But the question is how to capitalise on this opportunity?
This is where CRM (Customer Relationship Management) systems come in. Again as the name suggests, CRM is centred around creating somewhat calculated and meaningful relationships with the customer with the intention of:
- Increasing customer satisfaction so they remain loyal to your brand.
- Enriching customer engagements to create greater convenience when purchasing.
CRM + ERP = centralised intelligence
Alone, CRM is a stealthy tool that records customer interactions, tracks purchasing preferences, and essentially creates a profile of their likes and dislikes so promotions and sales can be tailored to their individual preferences. This requires in-depth analysis of their browsing and purchasing behaviour to draw conclusions. But this is just one part of the picture.
Once you combine the intelligence of ERP and CRM you can see the whole picture and enrich customer satisfaction and the overall experience even more. ERP has a piggy bank of intel on how many orders the customer makes per month, the average size of these orders, what time of day they tend to make purchases, and what stores they order from (that is if you have trading partners).
These two datasets combined not only give you valuable insights into what is actually in your customers basket, but you have the power to segment your market based on value. By identifying high value customers you can offer exclusive promotions and offers to build upon that already established customer loyalty and drive sustained business growth.
The internet has opened up a whole new world of opportunity in eCommerce, and with it comes competitors. Consumers have some much purchasing power than ever before right at their fingertips, to stand above the rest requires innovation. Creating the most convenient, streamlined, and effortless transaction process with highly personalised communications and engagement is paramount.
Integration vs no integration
While it is possible to gather insight from both datasets without an integration, it is an ongoing lengthy task. After initially consolidating your ERP and CRM into a centralised data set, you will need to manually update any changes step by step which is slow and welcomes the risk of human error.
On the other hand, when these systems are integrated any changes are automatically updated so the data you see is reliable and readily available around the clock. The integration removes the middle (wo)man, simplifies the process, saves you time and money on training and IT personnel, and gives conclusive information. So you’ll be ahead of the curve, adapting your marketing strategy to behavioural changes as they happen to keep that competitive edge.
Visit our integrations page to choose your solution or get in touch with one of our advisors for some personalised advice.