Greetings, in this article we will look at the basic concepts of CRM and ERP. What cases can be implemented.<\/p>\n\n\n\n
As stated on Wikipedia, Customer Relationship Management<\/em> (CRM, CRM-system) is an application software for organizations<\/strong> designed to automate strategies to interact with customers (clients), in particular to increase sales, optimize marketing and improve customer service by maintaining customer information and history, establish and improve business processes and subsequent analysis of results. <\/p>\n\n\n\n CRM systems focus on recording and maintaining the customer base, sales and communications. It is a basic tool for sales departments, which is built on two modules \u2013 Contacts and Companies. Over time, and with the development of Internet marketing, they added a third module \u2013 Lead, which characterizes the interest of a potential client, not yet in the base of the Contact. <\/p>\n\n\n\n The division into three modules allowed to build business processes and sales funnels to work. <\/p>\n\n\n\n These funnels are sequential, step-by-step tasks<\/strong>, the solution of which eventually leads a customer to a purchase. <\/p>\n\n\n\n They can be as simple as receiving and processing incoming requests in a certain amount of time, as well as complex. If we consider an example, these are, let’s say, long funnels for a travel agency: <\/p>\n\n\n\n The key functional that is required to work in the Ukrainian market \u2013 telephony (making and fixing conversations), messengers and sms-gateways, integration or API available to finalize the creation of requests from the site. For retail, of course, it’s integrations with marketplaces, logistics.<\/p>\n\n\n\n CRM in their pure form will suit businesses that provide services and retail. Most of the Ukrainian developments on the CRM market come with an implemented set of functions for retail. For example, for him it fits Keepin CRM. For services, a lot of necessary solutions \u2013 integration with marketplaces, logistics. <\/p>\n\n\n\n On the market there are universal and industry-specific solutions that already cover the tasks of a particular business. But often they are limited to the sales department. Automation of the whole cycle of processes in the company must be approached strictly starting from the fact how comprehensively the system covers all the processes and ending with the prospects of scaling. So that after a while we are not stuck in the limitations of the system and plans of the developers.<\/p>\n\n\n\n To summarize, I would highlight the main points that should close the CRM<\/strong>: <\/p>\n\n\n\n Once again we turn to Wikipedia. ERP (Enterprise Resource Planning<\/em>) \u2013 organizational strategy to integrate<\/strong> production and operations, labor management, financial management and asset management, focused on continuous balancing and optimization of enterprise resources through specialized integrated application software package that provides a common data and process model for all business areas. <\/p>\n\n\n\n ERP systems are designed to cover all company processes. I would include market players such as Microsoft Dynamics, Bitrix24 and OneBOX OS. They can automate the processes of all departments, from sales and marketing to production. <\/p>\n\n\n\n Also such systems can be equated and universal CRM. If we consider what modules the systems<\/strong> consist of<\/strong>, these are:<\/p>\n\n\n\n In most universal CRM-systems we can meet 3-4 points out of five, the universal constructor will not be, because it’s already involves going beyond the scope of work with customers.<\/p>\n\n\n\n Systems are more suitable for medium and large businesses, because with their help the whole cycle of work can be closed. <\/p>\n\n\n\n Let’s look at an example of a case study<\/strong> of one of the projects using the system.<\/p>\n\n\n\n The sales department works in CRM, the sales cycle is long \u2013 more than 6 months. <\/p>\n\n\n\n To discuss the work in the sales department, it is necessary to operate with theses, drawn up in writing, for example, in Excel, which is very handy. Regulations or KPI, which are calculated on the basis of the data received within the systems, will help. Note that any financial reports, particularly KPIs, are visually available in the systems.<\/p>\n\n\n\n Let’s remember the key differences<\/strong>:<\/p>\n\n\n\n Some manufacturers, starting to do CRM, have not abandoned this formulation, although over time have gone in the direction of ERP. So some, when asked what ERP systems they know, will name CRM among them, which is no longer the case.<\/p>\n\n\n\n Having a system closes a lot of questions and problems. But, of course, it is not a panacea, because you need to conduct processes and follow the rules of the implemented system at every stage of the business. <\/p>\n","protected":false},"featured_media":19227,"comment_status":"open","ping_status":"closed","template":"","tags":[91],"stati_category":[],"acf":[],"yoast_head":"\n2. Sales funnels and potential customer<\/h2>\n\n\n\n
3. ERP: What it is and for whom it’s applicable<\/h2>\n\n\n\n
4. Case Implementation: an example<\/h2>\n\n\n\n
5. How to distinguish CRM from ERP?<\/h2>\n\n\n\n