Blog

Why your end users want a CRM-ERP integration

As the channel is beginning to show stronger signs of differentiation in the type of services offered to resellers and end-users, customers are being more centralised in the entire sales cycle. Paired with the need to centralise operations, your end-users are seek.. Continue

dynamics-365-ERP-CRM

Category
Industry Trends & Insights

Published on
Written by
Chris Reynolds

As the channel is beginning to show stronger signs of differentiation in the type of services offered to resellers and end-users, customers are being more centralised in the entire sales cycle. Paired with the need to centralise operations, your end-users are seeking new ways to integrate their businesses. This in turn enables them to deliver exceptional service for their customers, while harbouring an efficiency work environment for employees.  

When considering what best to do about bringing the people within your business to work together in a more unified, collaborative fashion, you need to understand how you can streamline the processes behind what they already do.  

Enterprise Resource Planning (ERP) software brings all these elements together to create a simplified platform, which will enable your teams to utilise all aspects of the different business units within your business.  

By offering new ways of increasing profitability and streamlining your processes, ERP software can complement your existing customer relationship tools by using these capabilities to drive better engagement. By integrating the two, you’ll be better equipped for retaining and building your contact base.  

 

Why are your end-users looking to integrate the two components?  

The short answer is, to boost productivity. The cloud has fuelled the demand for utilising multiple data repositories due to the profound capabilities that solutions built in the cloud can offer. 

When considering integrating your CRM tool with ERP software, or vice versa, you must identify the different aspects of each that you want to use in conjunction with one another. A successful integration will result in the two tools complementing, rather than conflicting within your business. 

  1. Maximum visibility 

Businesses want the complete view of their customers. Not only do they want to understand how they are behaving, but also want to anticipate how to proactively invest in ways to retain their end users. Consistent data from a plethora of angles will grant you better analytics and data to make these crucial decisions.  

  1. Clean data 

ERP software and CRM tools typically hold the same contact data and account information, albeit, there may be discrepancies in the depth of insight and the way in which its used. Integrating the two applications eliminate the worry of duplicate data so you don’t cross wires and compromise your reporting.  

  1. Integrated Sales and Marketing 

Modern marketing approaches recognise that sales plays a part in successfully qualifying a prospect. Once a contact’s marketing engagement has exceeded a certain threshold, what then happens to it? To act on a lead when it’s hot is a top priority in ensuring that you can swiftly convert that lead into a customer. With automated processing, the gap between sales and marketing starts to decrease.  

  1. Up-to-date data in real-time 

With the difference between good and excellent customer service stemming from the initial sales conversations, a wrong quote can be detrimental to the point of sale. Similarly, if a customer rings up to enquire into the status of an order, they want to know in real-time. If an employee is having to fish for answers from multiple systems to find the correct information, this could compromise the customer service. Integrating ERP software and CRM tools will offer your employees inventory levels, shipments, customer financials, order history and much more and the press of a button.  

  1. Sales enablement 

Coming back to the notion of differentiation, it’s not only a channel concept. To create a highly augmented ecosystem for your customers, increased mobility is a great advantage of integrating CRM tools and ERP software. Giving you the ability to access an extensive database of different datapoints, you can start to search for patterns to identify a customer journey that leads to full scalability of your customers.  

Excelling your go-to-market strategy with a strong analytical understand of your customer base, integrating CRM tools and ERP systems make light work of what typically would cause your business complications. In a post-GDPR world where data compliance and simplified processes are more important than ever, knowing where your data is coming from and how it’s being used to crucial. 

 

If you’re interested in what Ingram Micro Cloud has to offer to boost productivity and collaboration, check out the Dynamics 365 suite on Cloud Marketplace. To learn more about how Dynamics 365 can work for your modern workplace, register for our latest Dynamics 365 webinar featuring Preact Ltd and Surestep.

If you want a more in-depth overview of Dynamics 365 and the possibilities of ERP and CRM capabilities, sign up for our second webinar on the 27th November 2019.