After reading this article, you can understand: 1. The functions of the crm system; 2. The functions of the erp system; 3. The difference between the crm system and the erp system
1. What is crm system
CRM system is an acronym for Customer Relationship Management System. It is a software tool or platform designed to help businesses effectively manage information, activities and data related to customer relationships.
for example:
Imagine an electronics company that manufactures and sells various electronic devices such as smartphones, tablets, and laptops. With the development of the company's business, the number of their customers has gradually increased, and at the same time, a large number of potential customers have expressed interest in their products.
At this time, they decided to introduce a CRM system to better manage customer relationship and sales process. They integrate their CRM system with their website and sales force to collect prospect information such as name, email, interests, and purchase intent in real time.
Next, when a potential customer registers on the website, submits an inquiry form, or communicates with the sales team, all of this information is recorded in the CRM system. Sales teams can use a CRM system to view the details of potential customers and track their needs and communication history .
Over time, the sales team builds an ongoing connection with potential customers through the CRM system. Whenever a potential customer expresses interest in further purchases, salespeople can create quotes and sales orders directly from the CRM system . If a potential customer needs more information or has concerns, the sales team can also send relevant materials or answer questions through the CRM system.
During this process, the CRM system can also provide the sales team with real-time data and analysis reports, showing the performance and conversion rates of different sales stages, so as to help them better understand the sales process and make decisions to improve sales efficiency.
This explanation can give us a more general understanding of what the CRM system does. Next, I will take the CRM system used by our company as an example to explain the functions of CRM in detail.
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1. Market management
In market management, market personnel use a variety of means, such as holding market activities, using network information, conducting telephone consultation and conducting consumer interviews, etc., to obtain primary sales leads. Subsequently, the salesperson will dig out detailed corporate background information from these clues, and through continuous follow-up and visits, gradually transform these clues into important sales assets of the company, such as potentially valuable customers, key contacts, business opportunities etc.
2. Customer management
Account management is an important task of following up and maintaining customers through sales staff. This includes continuously exploring customer opportunities and working hard to achieve sales goals.
CRM systems play a key role in this process. It can automatically retrieve relevant information such as customer orders and contracts, and ensure the accuracy of information during data processing to avoid duplication of information. In addition, the system also has an intelligent reminder function, which regularly notifies the sales staff to check the customers who need to follow up in the near future to ensure that no important business opportunities are missed.
3. Sales management
In the field of sales management, a data dashboard is a powerful tool that presents key performance indicators and business data for the sales team in an intuitive manner. Through the dashboard, sales executives can quickly grasp the strengths and weaknesses of the team, and better understand the challenges and opportunities in the sales process.
These data include but are not limited to: sales, sales volume, customer satisfaction, sales channel effectiveness, new customer acquisition, etc. Through continuous tracking and analysis of these data, sales executives can discover the reasons for performance fluctuations in time and take countermeasures in time to ensure the realization of sales goals.
4. Service management
The system has a built-in after-sales service management module. In order to meet the after-sales needs of customers, a return processing form and a service work order form are specially built.
- Returns Processing Form:
This form is specially used to process customer return requests, which contains necessary information fields, such as order number, return reason, return product information, etc. Customers can apply for a return by filling out the form, and the service team can process and follow up the return request in a timely manner to ensure customer satisfaction.
- Service ticket form:
The service ticket form is an important component, which is used to track and record various tasks of after-sales service. The service team can create corresponding service work orders according to customer needs and problems, and record, assign, execute and give feedback throughout the after-sales process.
2. What is the erp system
ERP system is the abbreviation of Enterprise Resource Planning (Enterprise Resource Planning) system, which is an integrated and comprehensive management information system . An ERP system usually consists of a central database and a series of applications that cover the functions of all aspects of a business, including purchasing, sales, inventory, finance, human resources , and more. By integrating all these functions, an ERP system enables a business to better manage and utilize its resources, thereby operating more efficiently and better responding to market challenges.
Let us explain what an ERP system does with an example :
Suppose there is a manufacturing company that manufactures and sells furniture. In the past, the company's various departments often used separate software to manage their work. The production department uses one system to track production plans and inventory, the sales department uses another system to process orders and sales data, and the finance department uses a different system to process financial statements and pay wages, etc.
This decentralized system leads to problems such as :
- Data redundancy: The same data may need to be entered and maintained in multiple systems, which is prone to redundancy and errors.
- Lack of real-time data: Data across departments is out of sync, leading to information lag and difficult decision-making.
- Inefficiency: Collaboration and coordination among teams is problematic as information is difficult to share.
To solve these problems, the company decided to implement an ERP system. The ERP system will integrate all business functions, including production, sales, inventory, and finance, allowing all departments to share the same database and provide a unified user interface.
The following is still using Jiandaoyun ERP system to describe its functions in detail.
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1. Customer management
- Customer information analysis:
Through the data analysis function of the system, enterprises can gain real-time insights into changes in customer information, such as the increase or decrease of order volume, the evolution of customer demand, etc. These data analysis results can provide strong support for enterprises to make strategic decisions. Based on these insights, companies can optimize sales strategies, develop new products or services, improve customer satisfaction, and increase customer loyalty.
- Customer visit and follow-up records:
It is the record formed by the salesperson during the communication, visit and follow-up process with the customer. These records include information such as visit dates, content, customer feedback, and more. By recording these data, companies can better understand the interaction between sales staff and customers, master sales progress and customer feedback, improve sales strategies in a targeted manner, and improve sales team performance.
2. Sales management
The salesperson signs the contract with the customer to form a cooperation order;
- According to the sales contract, the salesperson formulates a business flow order, details the product bill of materials (BOM) and required materials involved in the contract, and specifies the materials available in the warehouse for inventory locking, and at the same time specifies the details of the materials to be purchased;
- The sales team will ship the products according to the order content, first conduct strict quality inspection, and return or replenish the goods in time if any unqualified products appear;
- Generate sales performance reports based on data such as contract orders, delivery returns, and quality inspections. Employees can check their commission status at any time, and managers can gain a deep understanding of sales performance trends.
3. Purchasing management
- Purchasing briefing
According to the procurement briefing generated according to the procurement situation, you can view the number of contracts, the total amount, and the details of the procurement contract.
- Supplier Analysis
The salesman enters the supplier information into the system, analyzes the situation of the supplier, and formulates the best purchasing choice
4. Technical management
- Through the detailed analysis and arrangement of historical production data, the manufacturing cost parameters and product process information are continuously optimized to ensure the improvement of production efficiency and the stability of product quality.
- In the process of applying for proofing, actively communicate and communicate with customers to ensure that products meet the specific needs of customers, and at the same time grasp market trends to maintain a competitive advantage.
- The management of packaging numbers is very important. A systematic numbering system must be established to quickly trace the production information of products and ensure product traceability and quality control.
3. The difference between crm system and erp system
Through the comparison of the above specific functional steps, we can easily find the difference between the two systems, mainly in the following points:
difference. Here are their main differences:
1. Meaning and goals:
A CRM system (customer relationship management system) is designed to help businesses manage activities related to customer relationships, including sales, marketing, and customer service. It mainly focuses on how to attract, retain and increase customers, improve customer satisfaction, and increase sales opportunities and customer loyalty.
The ERP system (Enterprise Resource Planning System) is designed to integrate and manage various departments and business processes within the enterprise, covering finance, human resources, procurement, supply chain management, etc. Its goal is to achieve efficient utilization of resources and optimization of business processes to improve overall operational efficiency and reduce costs.
2. Application scope:
CRM systems mainly focus on external customers and are dedicated to improving the interaction and relationship between businesses and customers.
The ERP system is more focused on the interior of the enterprise, focusing on integrating and optimizing the internal processes and resources of the enterprise.
3. Function:
The main functions of the CRM system include customer information management, sales management, marketing, customer service and support, lead follow-up, sales forecasting, etc.
ERP systems cover a wider range of functions such as financial management, procurement management, inventory management, production planning, human resource management, supply chain management, project management, and more.
4. Data flow:
CRM systems mainly focus on the collection, analysis and utilization of customer data and market data to improve customer relationships and marketing strategies.
The ERP system is more focused on the flow of data in internal processes, ensuring that various departments can effectively collaborate and share data, thereby improving the efficiency of enterprise operations.
5. Users and roles:
CRM systems are primarily aimed at sales teams, marketers, and customer service teams, helping them better interact with customers and increase sales opportunities.
The ERP system is oriented to various departments and management levels of the enterprise, and is used to coordinate and optimize the resources and processes within the enterprise.
6. Integration:
Since CRM systems and ERP systems serve different goals, they are usually separate software systems. But in some cases, businesses may choose to integrate them for more comprehensive business management and customer relationship management.
To sum up, there are obvious differences between CRM system and ERP system in terms of goals, application scope, functions and user roles. Enterprises should choose a suitable system or integrate systems according to their own needs and business priorities, so as to maximize the management efficiency and customer satisfaction of the enterprise.
The above is the whole content of this article, I hope it will be helpful to you.