Customers are the focus of any business. But when customer data is spread across multiple systems, there is the possibility that information is missing, lost or duplicated unnecessarily.
Most companies still have systems where CRM feeds on new businesses, customers, etc., and ERP allows them to maximize profitability. By combining these systems, companies have a single source for all customer data and transactions, from contact details, from shipments and credit history to quotations, orders and customer support requests. Therefore, if a sales, accounting or operations operator accesses a customer’s registry, he / she is able to have the same unique 360-degree view of the same, with the right emphasis on the information of his / her own competence and interest.
A solution like Microsoft Dynamics 365 offers exactly this type of advantage by combining the functionality of an ERP and a CRM, extended in all its aspects of Customer Service, contact, marketing, offering, assistance.
Below are some advantages of a solution, such as Dynamics 365, which combines the potential of an ERP and a CRM:
1. Improvement of sales processes
The sales team has access to the order history from the ERP in addition to customer data in the CRM, thus improving the ability to reach and close an agreement when there is a potential new lead rather than triggering new opportunities ahead of any requests. If you know how often customers place orders, you can proactively contact the customer before the next up-sell or cross-sell order.
2. Processing of orders and revenues
Order processing is faster because when a seller places a quote or order in the CRM system, the data is automatically transferred to the ERP system, eliminating the need to manually enter data from e-mails, printed sales reports or forms paper documents, ensuring an increase in effectiveness and efficiency.
The free flow of data between CRM and ERP systems with automatic updates of changes to details and customer orders also allows companies to ship products faster with fewer errors, resulting in faster delivery and billing of products.
3. More accurate forecasting
The CRM provides a framework of which marketing campaigns generate involvement while the ERP reveals the best-selling products of the moment, provides the history of sales and their performance. This combined data can be used by operations to predict product demand with greater accuracy. An appropriate Demand Planning module already offers within the Dynamics 365 for Finance and Operations the possibility of making sales forecasts based on online history.
4. Logistics more efficient
In view of an agile management of the WMS, having unsuitable stocks, due to excess rather than to their exhaustion, is harmful due to the lack of certain delivery dates, reduction in customer satisfaction and obfuscation of the company’s reputation for reliability. If the items are present in excess of the demand (bad planning which Dynamics 365 for Finance and Operations can remedy with its standard Master Planning functionalities) rather than subject to exhaustion (and therefore not satisfying the Customer’s requests), generate inefficiency situations that constitute one of the main risks in the supply chain. It often enters a logic of emergency operation, with an increase in urgent orders (both procurement and sales) that leads to a negative impact on the overall business performance and the generation of additional costs to meet the rapid deliveries.
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