Should I integrate my CRM with my ERP?

All modern businesses thrive and grow on data. Whether it is data around their customer base or data derived from internal processes, the information that it gives is crucial to future success. As more organisations realise this, more begin to invest in resources that help collect and interpret business data. Chief among these resources are combined CRM and ERP systems such as Microsoft Dynamics 365.

What are CRM and ERP systems?

For anyone new to this type of software, it is helpful to clarify what it is.

ERP stands for Enterprise Resource Planning. This kind of software usually comprises a set of integrated applications that tracks and stores data on core business processes. This could be anything from cashflow to production capacity and payroll.

CRM stands for Customer Relationship Management. As the name suggests, these systems are aimed more at your companies’ interactions with customers. This type of software uses historic customer data to help build customer retention rates and drive future sales. The great thing about CRM systems is that they bring all the various customer communication channels such as email and telephone together in one place.

Top reasons to integrate your ERP and CRM systems

Many businesses will buy and use this type of new technology separately, and this is entirely possible. However, for most organisations, it is better to integrate them. Here are some fantastic reasons why:

  • 360-degree customer view – if you want a truly rounded view into your customers’ needs, habits and buying history, then ERP and CRM integration is recommended. The combination of these systems together will help to build lasting relationships and help to drive sustained future growth.
  • Improved business efficiency – another great benefit of integration is the extra efficiency that it gives you. You will always have quick access to real-time business information across your whole company. This means that you can access the information you need fast to make key decisions or respond to stakeholder queries.
  • Less human error – even the most talented staff will make mistakes when busy or stressed. Integrating your ERP and CRM systems eliminates this risk. Redundant data entry is no longer an issue, and you can help to streamline your business processes to boot.
  • Higher user adoption – your ERP and CRM systems are only useful if staff engage with them. If you have two separate systems that people find cumbersome to use, then they will probably not use either! This is naturally a waste of business resources, both in the cost of buying the systems and the lost efficiency savings. By integrating the two, you make them more joined-up and simpler to use.

 CRM and ERP integration makes sense

When you think about it from a business perspective, integration is a smart move. ERP systems give you vital internal information to share with new stakeholders, while CRM systems are the gateway for customers’ engagement. Putting the two together is a great way to achieve success as a business.

If you would like to find out more about Microsoft Dynamics 365 and how it can help your business, contact us now for more information.

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