Business management software helps a business manage its finances, people, customers, suppliers and operations; and to plan its future business success. Traditionally, in all but the largest businesses, different functional areas were managed using different software packages - accounts, payroll, forecasting, industry-specific operations and so on. Increasingly, businesses have seen the benefits of linking these packages across their enterprise to create a true `business management solution`.
Why integrate?
In today`s tough competitive environment, customer service is more important than ever. If customers - whether consumers or other businesses - aren`t satisfied with the levels of service they are receiving, they will vote with their feet. Providing accurate, up to date, timely information to customers will help keep their loyalty. Integrating back-office functions such as finance and distribution with a customer-facing CRM system will enable the company to do just that, because:
* Sales staff can easily see the availability of stock across different locations.
* They can check the real-time status of orders without delving into different systems or consulting colleagues who may not be available.
* As a result, they can give this information to customers without frustrating delays.
Integration also allows different departments within a business to work more effectively together. Credit control, sales and marketing staff all have a single view of the customer with many benefits:
* Avoid time-wasting activities such as running marketing campaigns to high credit risk customers.
* Avoid maintaining multiple databases of customer details.
* Focus on improved forecasting and planning.
* Ultimately, this also translates back to customer service benefits - the operation is slicker and there is less potential for delay, misunderstanding and error.
Integration allows different departments within a business to work more effectively together.
Ashley Ellington, MD of Softline Enterprise.
Extending this integration across other areas of a business - for example to control processes unique to manufacturing, construction or retail operations - also reaps benefits in terms of efficiency and customer service.
Integration with line-of-business applications dramatically increases productivity of users. To inquire on the transactions of a customer, a user should not need to switch and log into a second application. With real-time integration, users are able to view the latest information from either application. With this single point of entry, availability of integrated information, and ability to run business electronically, companies can lower their unit cost transactions and increase efficiency.
Today there is a wide range of software available that addresses functions across general and industry-specific operations, with integration technologies to allow these `point` solutions to work together and realise the benefits mentioned. From talking to customers, I know that for many businesses this offers the best fit for their organisation.
Ideally, a CRM system should integrate with legacy systems; back-office systems such as accounting, supply chain and other corporate databases; partner information systems such as Web self-service; and public information systems such as corporate Web sites and credit rating Web sites.
No longer a `nice to have`, CRM is a `must have` in today`s competitive landscape. Customer intimacy ranks as a top priority for most businesses and the only way for an organisation to be truly successful is to ensure it has an integrated CRM solution in place, enabling direct interaction with its customer-base.
Share