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CRM Module in ERP

  • CRM is concerned with the creation, development and enhancement of individualised customer relationships with carefully targeted customers and customer groups resulting in maximizing their total customer life-time value.
  • CRM is a business strategy that aims to understand, anticipate and manage the needs of an organisations current and potential customers.
  • It is a comprehensive approach which provides seamless integration of every area of business that touches the customer- namely marketing, sales, customer services and field support through the integration of people, process and technology.
  • CRM is a shift from traditional marketing as it focuses on the retention of customers in addition to the acquisition of new customers.
  • The expression Customer Relationship Management (CRM) is becoming standard terminology, replacing what is widely perceived to be a misleadingly narrow term, relationship marketing (RM).


The Purpose of CRM

  • The focus of CRM is on creating value for the customer and the company over the longer term.
  • When customers value the customer service that they receive from suppliers, they are less likely to look to alternative suppliers for their needs.
  • CRM enables organisations to gain competitive advantage over competitors that supply similar products or services.

Benefits of CRM include

  • Reduced costs because the right things are being done (ie., effective and efficient operation).
  • Increased customer satisfaction because they are getting exactly what they want (ie. meeting and exceeding expectations).
  • Ensuring that the focus of the organisation is external growth in numbers of customers.
  • Maximisation of opportunities (eg. increased services, referrals, etc.).
  • Increased access to a source of market and competitor information.
  • Highlighting poor operational processes.
  • Long term profitability and sustainability.