Customer relationship management and Enterprise resource planning Essay

Customer relationship management and Enterprise resource planning - Essay Example CRM assists in managing accounts, prospects, and territories (Pakroo, 2012, p. 213). It identifies what type of communications and outreach were conducted to the individual contracts. In addition, it enables the sales team to determine the best prospects. CRM provides pertinent information that assists the sales team into transforming such prospects into paying customers. In addition, it allows the sales team to follow-up contracts to make sure that customers are satisfied. The sales department can also improve its operations when it utilized user-friendly call center to manage customer’s inquiries and complaints (Pakroo, 2012, p. 213). A marketing department can improve its operations through employing CRM to determine trends and evaluate the popularity of the services and products of the company. It assists the marketing team to develop appropriate marketing messages and campaigns (Pakroo, 2012, p. 213). CRM can only improve the marketing productivity of a company when it manages to enhance marketing effectiveness and increase marketing efficiency. It can increase marketing efficiency through collaborative and cooperative processes that help reduce transaction cost and the overall cost for the company. Thus, it is important to build partnering relations with valued customers and promote proactive customer business development (Sheth, 2001, p. 6). Enterprise resource planning (ERP) employs a common software infrastructure and single database that presents up-to-date and broader scope of information. It enables the management to come up with good decisions, which are beneficial to the entire supply chain. ERP is fairly robust in presenting real time information (Wisner, Tan, & Leong, 2008). It communicates information pertaining to operational changes with minimal delay to supply chain members. In addition, ERP systems are created to fully take advantage of Internet technology; thus, it allows users