Using an ERP with an inbuilt CRM

A Customer Relationship Management (CRM) system is a vital part of every business's IT infrastructure – a fact not lost on the Australian companies who spent $2.3 billion on CRM software in 2018. Furthermore, their importance to our new remote workforces means that an estimated 87% of CRMs will be deployed in the cloud by the end of 2021.  After all, the tangible benefits of using a CRM are significant: IBM estimates that CRM systems can improve customer relationships by 74%, productivity by 50% and increase sales quotas by 65%.  Using a CRM that is integrated with, or better yet – built into, your ERP can deliver even more significant business benefits for you and your customers.

An ERP with an inbuilt or integrated CRM can:

  • streamline and speed up workflows between sales, production, despatch and customer support;
  • protect data integrity as it eliminates duplicate records and double-entering data; and
  • offer organisation-wide visibility and insights regarding product/service demand and fulfilment trends to facilitate accurate marketing and sales strategies and better inventory forecasting.

Having the two systems built together also lowers software licencing and maintenance costs.

However, it’s not just your staff who benefit: your customers want you to use an ERP with an inbuilt CRM because it makes running their business easier for several reasons.

They’re short on time and need sales representatives to manage the relationship

Your customers have a million things to think about each day – their entire sales and service history with you isn’t one of them. Whether speaking over the phone or in person, your sales reps need to have information to hand about every interaction your customer has had with you – that means invoicing, orders and marketing touchpoints.

For new customers, the prospect-to-lead-to-order process is far smoother – sales reps can process orders directly into the ERP, rather than re-entering data that is already in the CRM. The customer receives their order in a shorter timeframe, and there is less work for your sales team, allowing them to move on to the next customer quickly.

They’d prefer to deal with one person for customer service

Your customers want to expend as little effort as possible when dealing with you. A Gartner study revealed that customers who have an easy, low-effort experience are 94% more likely to repurchase but are four times more likely to find a new supplier if they have a difficult experience.

This low effort experience entails phoning their central contact to answer questions about invoicing, product availability, shipping times, service interruptions or support requests without being transferred around the organisation.  This is only possible when you equip your sales reps with a mobile-enabled, cloud-based ERP with CRM system that places information from a variety of functions at their fingertips.

They want consistent, relevant communication

There is nothing worse than receiving an email about a ‘new customer discount’ when you have been a customer for several years or an invitation to an event 1000 kilometres away. Customers expect that each department - from marketing and sales to customer service and finance – knows what the status of their relationship is with you and communicates with them on this basis.

An inbuilt CRM system allows you to segment your customers and send targeted communications based on accurate data about purchase history, pricing plans, sales lifecycle status, location and business type.

They want to be able to help themselves

In our digital age, customers often prefer using an online portal to check account balances, pay invoices, track orders and update contact details. ERP with CRM systems, like MYOB Advanced, allow you to create a customer portal for customers to access financial information, find FAQs in a Knowledge Base and lodge support requests.

They want you to predict what they’ll need next

An ERP with an in-built CRM significantly enhances your ability to forecast purchasing trends by combining information from the CRM about your customer’s business needs and preferences with data from marketing campaigns and the best-selling products from operations. Not only does this make it easier for your inventory managers to predict stock levels, but your sales and marketing teams will also know how and when to pitch new products to your customers.

Today’s customers are incredibly digitally savvy – they know that you have incredible amounts of data available, and they expect that you’ll use that data to their benefit.  You can increase customer loyalty by using the data from both your ERP and CRM to offer customers products you know they’ll need before they ask.

How MYOB Advanced ERP with CRM can help

MYOB built customer relationship management into their Advanced and Exo ERP systems at the very beginning to facilitate smoother and faster business operations and improve the customer experience.  Information can flow between functions: any changes made in one system are automatically reflected in the other. This saves your staff hours of data entry and cross-referencing.

The MYOB Advanced CRM suite offers customisable dashboards that allow sales to view activity along the sales pipeline, analyse trends, and track marketing campaigns.

  • Marketers are well catered for with content management tools, lead tracking, easy data segmentation and online campaign management tools.
  • Your sales team can be more effective with service management tools and access to real-time customer, financial and operations information.
  • And customers can manage their account via a dedicated portal.

Talk to Exobiz today about how the MYOB Advanced platform and CRM suite can make life easier for your team and your customers.

About Steve Aish

I love being part of change and seeing that the work we do helping our clients to improve workflows and achieve growth. I also love the ever-evolving tech industry and being part of developing tech that continuously improves.

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