How the ERP system improves customer satisfaction
Improve your customer service with the ERP system
Regardless of the area, customers are becoming increasingly demanding. They demand innovative products at affordable prices and outstanding customer service that answers all specific questions individually at all times. Many companies have long recognized these requirements and have continuously integrated new functions into their customer service to meet them.
This also applies to companies involved in discrete manufacturing. You have to give the customer more and more individual leeway and at the same time ensure that the customer always feels that he is being looked after in the best possible way so that he can keep the company going in the long term.
The challenges in discrete manufacturing today are more and more to be found in the area of customer orientation. In addition to the color of their new car, customers today also want to be able to help shape the interior, including the engine power. Farmers also ask for individual adjustments to their new agricultural machinery or logistics companies for specific solutions for their trailers.
Furniture should also be adapted more and more to the room and not the other way around. With all this customization, it is becoming increasingly difficult for discrete manufacturing companies to keep track of things.
Without a corresponding ERP system, they have no chance of meeting these demands in the long term.
Table of Contents
CRM module in the ERP system
In today's ERP systems, CRM modules are already included in the standard for a while. And this connection makes sense on many levels. Just consider the use of product configurators. Customers are given the opportunity to design a specific product online. Let's take a shoe at this point.
This can be provided with your own design and designed in the desired size directly via a corresponding website. If the customer sends the order, it is transferred directly to production, where the order is then carried out. After completion, an invoice is automatically created and the product is sent to the customer. An all-round smooth process.
The customer's data is stored in the CRM system and is used from now on in various ways for the various departments in the company.
Customer service in the ERP
In this article, we want to take a deeper look at customer service and highlight how it benefits from the integration of the CRM system into the ERP system. The primary goal of customer service is customer satisfaction and the associated customer loyalty.
The aim is to close the gap between customer expectations and the company's performance as far as possible by providing information and answering questions individually.
But this is just the beginning. After purchasing a product, the customer must be given the best possible support, for example in the event of complaints, complaints or regular maintenance.
Questions about delivery, orders or even requests for changes to these are also taken up and processed by customer service. The tasks are therefore quite diverse and look a little different in every company.
CRM systems provide a 360 ° view
CRM systems are software solutions that store all relevant customer data on a central database in special customer folders and make it available to the various departments of a company. This procedure of central storage offers several advantages for customer service.
You get a real 360 ° view of the customers and can react much faster and better to direct inquiries. Let's stay with the example of the individually configurable shoe.
Transfer data in real time
Suppose a customer comes across the opportunity to design his own shoe through an advertisement. So he now configures his own shoe and enters his data in a corresponding form. He can pay conveniently online or on account.
Real-time data create transparency
While the data is now being transferred to production, the customer data can be automatically transferred to the CRM system at the same time. Here you can now see which product the customer xy ordered at what time and under what conditions. Now when checking again, the customer notices that he has forgotten to select the right size.
Multi-channeling ensures a head start
He has several options at this point to correct this. He can contact the company via email, telephone or even using a specially set up contact form or a chat function on the site.
Information for customer service immediately available
Customer service can now see exactly what the customer has ordered and record the corresponding change without the need to involve other departments.
The customer advisor can see whether the corresponding order is already being processed and it is perhaps too late for a possible change, or otherwise simply enter the change directly. Production then continues to work with the updated version of the order.
Focus on customer experience
It is incredibly convenient for the customer because the service employee can process the change directly and does not have to reinsure himself during production. This can only be achieved by connecting the CRM and ERP system. The possibility of contacting us in various ways is also an advantage for the customer.
A practical example
Assuming the customer is not able to make a phone call while ordering, for example because he is sitting in the train, he can use the chat with a customer advisor.
He can then simply call up the relevant customer file and enter the changes. The chat history is then also archived in the CRM system in the customer file. In this way, when the customer makes the next contact request, the customer advisor knows who he is dealing with.
Marketing also benefits
Marketing also benefits from the data that is collected in a CRM system. Through strategic analysis of this data, new insights into customers can be gained and future trends can be identified. In this way, marketing can make advertising much more individual and also works more closely with sales.
More targeted offers in sales
CRM applications also link the sales and customer service departments much better. From now on, sales employees benefit from better customer care and can also go about designing the respective offers in a more targeted and individual manner. Customer service can take over the pre-acquisition, which saves further time for sales.
Conclusion: customer service and customer experience are more central than ever
This form of multi-channeling and data transmission in the ERP system in real time are becoming increasingly important for companies involved in discrete production.
If customers can take advantage of an opportunity in customer service in another business area, these require the same opportunities in your business environment.
In general, many different areas of a company grow together more and more when a CRM system is integrated into an ERP system. This type of connection is therefore always recommended for companies involved in discrete manufacturing.
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