As a Microsoft Partner who has been selling both Microsoft Dynamics ERP and CRM systems for quite some time, it’s interesting that more of our customers don’t integrate their ERP and CRM functionality.
On one hand, ERP and CRM are different in many ways.
- ERP – Enterprise Resource Planning – The ERP system handles most of a company’s linear business functions. ERP systems often enforce strictly defined processes and procedures for accounting, operations, procurement, manufacturing, shipping and the like.
- CRM – Customer Relationship Management – The CRM system is typically used to manage the sales, marketing and service processes within a company. These processes are often unstructured and individualized.
On the other hand, your employees are interacting with the same vendors, customers and products.
Why use ERP and CRM together?
Combining your ERP and CRM systems enables you to:
- Improve operations by understanding the complete customer journey and product lifecycle
- Reduce labor costs by eliminating duplication of effort
- Reduce mistakes made through transcription errors
- Improve & automate employee collaboration across departments
- Improve customer satisfaction by increasing relevant, personal engagement
- Get actionable insights quicker
- Duplicate what’s working (and eliminate what isn’t)
By combining ERP and CRM, never again will you say things like, “Seems like the left hand doesn’t know what the right hand is doing.” Everyone in your organization will have a better understanding of how their role impacts the rest of the organization.