CRM, ERP, and marketing automation integration is all about creating a 360 degree view of customers and prospects. It gives sales, marketing, and service the information they need to have more engaging conversations. Here are a few ways this integration can increase revenue.
Respond To Changes Quickly
Quickly identify customers who have stopped buying based on last order date. Trigger alerts to sales, and send automated win-back emails with attractive offers such as discount coupons. Identify customers who place their first order to begin a customer success workflow which could include welcome email, procurement training, and rewards program.
Send Targeted Emails
General (spray & pray) emails typically have low open and click rates because they are not relevant to all campaign members. Increase engagement with more targeted emails based on purchase data. Identify customers not buying categories or products and send them applicable promotions. Send printer upgrade promotions to customers purchasing old toner SKUs. Upgrade customers from folded towels to more efficient roll towels. Offer large order discounts to customers with low average order sizes
Have More Engaging Conversations
Create dashboards in CRM to view customer data such as sales by month and category, last order date, campaign activity, and service issues. Sales can use the data to perform account reviews where they offer promotions and product suggestions that customers can relate to. Service agents are able to resolve issues quicker and more accurately without asking customers to repeat information.
The ERP plays a critical role in running businesses today (we can’t live without them). As a result they harbor a treasure trove of data. Savvy dealers want to harness this information to grow and retain customers, but the process is difficult and time consuming. Modern CRM with ERP integration solves this problem by allowing data to be easily manipulated and acted upon. The resulting business intelligence (BI) can be used to create dashboards, reports, and email campaigns to increase sales.