CRM and ERP

CRM
Customer relationship management (CRM) is a system for managing a company’s interactions
with current and future customers. It often involves using technology to organize, automate and
synchronize sales, marketing, customer service, and technical support .
CRM Solutions
CRM Solutions come with many features and tools and it's important for a company to choose a
product based on their specific organizational needs. Most vendors will present information on their
respective websites:
 Features These are what the product actually does and what value it can provide to an
organization.
 Support Many CRM vendors have a basic level of support which generally only includes email
and/or access to a support forum.[2][3][4]
Telephone support is often charged in either an annual or
ad hoc pricing strategy. Some companies offer on-site support for an extra premium.[5]
 Pricing This will be shown either per-user[4][6]
or as a flat price for a number of users.[7]
Vendors
charge annually, quarterly, or monthly with variable pricing options for different features.
 Demonstration Periods Many vendors offer a trial period and/or online demonstrations.
Characteristicsof CRM
 Relationship management is a customer-oriented feature with service response based on
customer input, one-to-one solutions to customers’ requirements, direct online communications
with customer and customer service centers that help customers solve their issues.
 Sales force automation. This function can implement sales promotion analysis, automate
tracking of a client’s account history for repeated sales or future sales, and also coordinate
sales, marketing, call centers, and retail outlets in order to realize the salesforce automation.
 Use of technology. This feature is about following the technology trend and skills of value
delivering using technology to make “up-to-the-second” customer data available. It applies data
warehouse technology in order to aggregate transaction information, to merge the information
with CRM solutions, and to provide KPI (key performance indicators).
 Opportunity management. This feature helps the company to manage unpredictable growth and
demand and implement a good forecasting model to integrate sales history with sales
projections
 CRM in developing and maintaining client relationships

Features of CCRM
Customer-centric relationship management is used in marketing, customer service and sales,
including:
 tailored marketing
 one-to-one customer service
 retaining customers
 building brand loyalty
 providing information customers actually want
 Subscription billing
 Rewards
ERP
Enterprise resource planning (ERP) is a business management software—usually a suite of
integrated applications—that a company can use to collect, store, manage and interpret data from
many business activities, including:
 Product planning, cost
 Manufacturing or service delivery
 Marketing and sales
 Inventory management
 Shipping and payment
Characteristics
ERP (Enterprise Resource Planning) systems typically include the following characteristics:
 An integrated system that operates in (or near) real time without relying on periodic updates
 A common database that supports all applications
 A consistent look and feel across modules
 Installation of the system with elaborate application/data integration by the Information
Technology (IT) department, provided the implementation is not done in small steps

Advantages
The fundamental advantage of ERP is that integrating myriad businesses processes saves time and
expense. Management can make decisions faster and with fewer errors. Data becomes visible
across the organization. Tasks that benefit from this integration include:
 Sales forecasting, which allows inventory optimization.
 Chronological history of every transaction through relevant data compilation in every area of
operation.
 Order tracking, from acceptance through fulfillment
 Revenue tracking, from invoice through cash receipt
 Matching purchase orders (what was ordered), inventory receipts (what arrived),
and costing (what the vendor invoiced)
ERP systems centralize business data, which:
 Eliminates the need to synchronize changes between multiple systems—consolidation of
finance, marketing, sales, human resource, and manufacturing applications
 Brings legitimacy and transparency to each bit of statistical data
 Facilitates standard product naming/coding
 Provides a comprehensive enterprise view (no "islands of information"), making real–time
information available to management anywhere, any time to make proper decisions
 Protects sensitive data by consolidating multiple security systems into a single structure
ETL:
In computing, Extract, Transform and Load (ETL) refer to a process in database usage and
especially in data warehousing that:
 Extracts data from homogeneous or heterogeneous data sources
 Transforms the data for storing it in proper format or structure for querying and analysis purpose
 Loads it into the final target (database, more specifically, operational data store, data mart,
or data warehouse)

Real-life ETL cycle
The typical real-life ETL cycle consists of the following execution steps:
1. Cycle initiation
2. Build reference data
3. Extract (from sources)
4. Validate
5. Transform (clean, apply business rules, check for data integrity, create aggregates or
disaggregates)
6. Stage (load into staging tables, if used)
7. Audit reports (for example, on compliance with business rules. Also, in case of failure, helps
to diagnose/repair)
8. Publish (to target tables)
9. Archive
10.Clean up
Commercial Tools
Commercially available ETL tools include:
 Informatica PowerCenter
 IBM Datastage
 Ab Initio
 Microstrategy
 Oracle Data Integrator (ODI)
 Microsoft SQL Server Integration Services (SSIS)
 Pentaho Kettle
 Talend

CRM and ERP

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