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Author Vadim
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Integration of CRM with ERP and other systems

When the company is focused on re-sales and work with clients on an ongoing basis, relevant information about sales, assortment, bonuses of loyalty system and other similar information are very important for quality work. In this case, the issue of timely and accurate data exchange between CRM and ERP is extremely relevant.

In almost any developed company CRM system works together with other systems. On the one hand, CRM is quite independent software product and, if needed, can be used separately from other business automation tools. In some small companies more often CRM is used only in such way for work with clients; Moreover, the data in the accounting department and other units are transferred manually.

In most companies, CRM is just one of the systems necessary for quality automation. Inventory accounting, sales management, financial and accounting records are kept in special separate programs or specialized systems. Thus the management realizes the need for rapid and accurate data exchange between different accounting systems and departments. That’s why the question of integration and data exchange between different systems is almost always actual.

Why is the integration of CRM with ERP important?

First of all, the integration of CRM with ERP is necessary to obtain relevant information for each of the clients. CRM system should be the data store for each client, it needs to be a primary recipient of data from other systems. With a proper organization of work, CRM becomes the primary means of interacting with customers. Information is taken out of it and sent to other systems as needed. It consolidates all the information connected with each customer – sales, shipments, outstanding and committed transactions, negotiations and possible discounts, etc. Based on the data collected, the Manager and Director make decisions on how to work in a given time with a particular client.

Until the order, in CRM are shown all the stages of a Manager's job - communication by phone, commercial offers, negotiations, signed contracts, etc. The next step is working with the order. At any time for any client, you are able to see on which stage is work, what and when is needed to be done the next. The maximum of the information is gathered in the CRM system and different kinds of reports are applied.

The most common and popular variant of integration - the CRM system with any order or sales management system.

Order management system – accounting system where the entire sales process, starting from the stage of receipt of the order and ending with the closing of the transaction and receipt of payment.

To date, order management is rarely found as a standalone system, more often as the functionality of a larger business management system. Although order management can be an integrated addition with CRM, we consider it as a part of ERP system.

The Manager does not need shipment, payment and other data to work with the client. Similarly, with legal customer data, they are needed for accounting documentation. That’s why these are elements of the ERP which is created for such purposes. Thus, after the integration into the CRM system, all information, which is necessary to work with the client, is received and nothing more.

Case: analysis of customers' purchases and increasing profits

The company operates with a funded system of discounts for regular customers, meanwhile, the sales department works with the CRM, and warehouse shipment and financial flows are automated using ERP. To improve the quality of the work of the sales department is required to solve the following problem. You want the Manager to see the client's turnover for the last 3 months, to motivate the buyer to increase the amount of the order to get the next level of discounts. Also taking into consideration tariff lines that a client usually buys, Manager should be able to quickly tell what from the usual assortment of the buyer has not ordered yet, what products should be offered to increase the amount of the order to a particular buyer. For this CRM and ERP are integrated. CRM system creates new reports which show the recent purchase of the customer, tips to the Manager, which of frequently purchased goods do not appear in order. 
The result - increase of average check and quality of work with clients.

Benefits of integrating CRM

With the properly built automatic integration of CRM with ERP, with a website and other systems, the company gets the tool which enables the sales department to work, to carry out competent control of work. CRM system is not overloaded with anything unnecessary.

Benefits of integrating CRM with ERP systems:

  • Increasing the efficiency of obtaining the information involved in the interaction with customers, suppliers and production units.
  • On the basis of incoming information through channels of information, analyses and accounting of data are made that helps identify redundant, duplicative and inefficient processes with their further adjustment.
  • Operational and strategic information exchange with employees on the implementation business processes will enable to timely and accurately react to changing for the production environment and make adjustments for maximum effect.
  • The creation of the comparison capabilities derived from both data systems with the possibility of their output, both in text and in graphical form.
  • Increasing customer loyalty due to the growth of production flexibility, increasing transparency of production processes from start-up of production and the ability to make operational adjustments in the stages of creation of a product/service.

Integration is the most optimal way to organize work and to improve the quality and profitability of your business.