Automation: seamlessly connecting front-office CRM with back-office ERP

By Ashley Ellington for Softline Enterprise
Johannesburg, 17 Mar 2008

Office automation is no longer just about becoming a paper-less office. It`s about finding intelligent software solutions that are able to combine document and record management facilities into a single, complete offering.

Ashley Ellington, MD of Softline Enterprise, says automation of customer relationship management (CRM) and enterprise resource planning (ERP) applications is no longer a "nice to have" but a "must have" for all companies looking to differentiate themselves in the market through exceptional customer service and operational efficiency.

"Data is possibly the greatest commodity of our time," says Ellington. "This makes automation of CRM and ERP solutions crucial in leveraging its value. For a company to capitalise on its data, these two critical applications need to communicate with each other seamlessly, sharing information between functional areas: what automation is essentially all about."

When it comes to connecting your front-office CRM with your back-office ERP applications, effective integration acts as a business enabler - giving your company access to far greater efficiency.

It also reduces errors that often sneak in with the re-keying of data, and increases service levels by giving employees access to accurate, up to the minute information. Ellington uses Sage 1000 to demonstrate this: "By integrating your CRM and ERP systems, you effectively consolidate your database, meaning you eliminate data entry into multiple databases. In this way you reduce the time required to create a central portal for your data, cut the costs involved and simplify how your system stores its information. You also give your employees access to the most accurate information throughout the information lifecycle."

Giving your employees access to the information they require to serve customers is a sure way to create loyalty and subsequently keep your balance sheet ticking over. Ironically though, it continues to remain largely overlooked by many companies - from banks to telcos. Instead of allowing employees "in", management has a tendency to lock them "out"; tying their hands when it comes to providing better customer service. This is again something Sage 1000 addresses: "Employees are given the quick access they need to essential information across the business, without having to search for it in disparate systems while the customer is on the phone."

With technology already enabling so much in the office, businesses look set to benefit by exploring all of the doors office automation opens for their companies. Innovative software products like Sage 1000 are proving that automation has as much to do with eliminating paper as it does with improving service delivery and performance, making it an area to watch well into 2008.

Softline Enterprise

Softline Enterprise is a leading supplier of business management solutions, delivering performance and Web capability that is essential for success in today`s competitive business environment. Addressing finance, construction, distribution, manufacturing, services, retail requirements, CRM and e-business, the product offering also supports and consolidates activity across expanding business needs. Available on a wide range of operating systems and compatible with a host of industry leading databases, it gives mid-range and larger organisations the reliability and scalability required to keep ahead of competitors.

Softline Enterprise products are supported through a network of accredited partners which bring together the individual product and service components to deliver a complete and tailored solution.

Softline Enterprise products include:

Sage 1000 - a new, single business management software application designed to span operations across mid-sized businesses, integrating front-office CRM and back-office ERP systems. By sharing information between functional areas, businesses can enjoy greater efficiency, experience fewer errors from re-keying of data, and increase service levels by making it easier to give accurate, timely information from across the business to customers.

Sage Line 500 - offering all the advantages of a traditional ERP solution, Sage Line 500 provides tight financial control with full visibility of costs and powerful reporting tools. In addition, it includes an evaluation of market trends to assist customers to make informed strategic decisions. The product also manages cash flow through close budget control and efficient purchase requisitioning and supports international business with multi-language, multi-currency, multi-company features. It includes vertical solutions such as manufacturing, construction and retail.

Sage SalesLogix - an affordable, fully scaleable and powerful CRM solution that is easily customised for medium-sized and divisions of large corporate businesses. Sage SalesLogix is designed to integrate seamlessly with other business software and back office applications, providing businesses with a holistic view of each customer.

Softline

Softline is a leading provider of accounting, payroll and CRM software solutions to small, medium and large companies. Founded in 1988 by Ivan Epstein, Alan Osrin and Steven Cohen, Softline was established during the formative years of the software industry and listed on the JSE Securities Exchange South Africa in February 1997. Softline expanded to establish a strong position within its area of focus in South Africa and Australia. Focused on the development of accounting, payroll and CRM software solutions, Softline has a 20-year track record as a market leader. The group has a broad range of products offering users a variety of software solutions to run their businesses efficiently. Softline`s leading brands include Softline Accpac, Softline Enterprise, Softline Pastel (Accounting and Payroll) and Softline VIP. The combination of the group`s product offerings provides Softline customers with comprehensive, well-branded accounting, payroll and CRM software solutions.

In November 2003, Softline was acquired by Sage Group plc, a FTSE 100 company. The software group includes market-leading businesses throughout the United Kingdom, Europe, North America, South Africa and Australia, supplying business software to the small, medium and large business community.

Softline has a solid track record of profitability and cash generation. The group delivers quality accounting, payroll and CRM software solutions that improve the efficiencies of businesses around the world.

Sage Group PLC

The Sage Group plc is a leading supplier of accounting and business management software solutions and services to 5.5 million small and medium-sized clients worldwide. With over 13 900 employees, the Sage Group comprises market-leading businesses throughout Europe, United Kingdom, North America, South Africa and Australia. Its products and services are sold through a global network of 25 000 reseller partners, 40 000 accountants as well as directly to clients from Sage companies throughout the world. For the financial year ending 30 September 2007, the group`s revenue grew by 30% to lb1,175.6 million.

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