Integrated Systems for Customer Satisfaction Pay Off in Higher Revenues, Lower Overhead
Many companies think of Enterprise Resource Planning systems as back-end solutions, embedded so deep in a company’s operations as to make its owners introverted. To the contrary, a well-structured and executed holistic back-end system elevates customer experiences. The proof is in increased revenues.
Just how does ERP accomplish satisfied customers, increased revenues and ideally lower costs? Aberdeen Group examined customer-centric ERP and the steps you can take to drive this benefit from your ERP system.
You may already have a stated corporate commitment to put the customer first, but to act upon that commitment, you need a technology environment that supports the business across functions. It’s immediately clear that your ERP backbone needs to work with your customer management system/CRM so that the back office understands the front office’s plans in meeting customer needs.
According to Aberdeen research, businesses integrating systems as a foundation for consistent customer interactions enjoy an 88% greater year-over-year increase in company revenue compared to those that don’t. At the same time, those companies reduce customer care costs by 12.1% annually.
To create customer-centric ERP, CRM, and eCommerce or order management software must be integrated to the core back-end solution. Customer data from the CRM system suggests appropriate products or services in the online store or client services portal, and instantly links orders with fulfillment functionality.
The comprehensive solution also enables customer data to be used to actively engage customers across channels and functions: sales, customer service, fulfillment (informing logistics decisions and partnerships). Ready access to customer wants, needs and actual orders helps with demand planning and sales forecasting, optimizing inventories.