Organizations increasingly integrating CRM, ERP products

Organizations increasingly integrating CRM, ERP products

Summary: Companies are moving toward a more hybrid environment of enterprise software from various vendors into a joint experience to create greater value for customers, enabled by more cost effective options.

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Even though not many organizations have succeeded in blending the use of solutions for different vendors, a large number are embarking on this journey.

Organizations are looking at a more hybrid environment as they strive to integrate enterprise software solutions from different vendors for greater value to their customers, which is increasingly becoming a priority.

According to Stephen Fowler, director for Microsoft CRM Asia-Pacific, when it comes to customer relationship management (CRM) and enterprise resource planning (ERP) systems within organizations today, there is a greater degree of integration and a hybrid environment.

Organizations today use solutions not only from a particular vendor but several vendors and are look to blend them all to create a joined experience in departments such as the contact center or supply chain side, he observed, in a interview on Tuesday.

Cost efficiency through prioritizing customers

Even though not many organizations have succeeded in blending the use of solutions for different vendors, a large number are embarking on this journey, as it creates better value for their customer base, he explained.

This is because organizations today are starting to prioritize their customers, Fowler pointed out, noting the "old ways of shoving products up the door and waiting for transactions to take place" no longer exist. In the past, it was expensive for organizations to invest in being customer-focused but today, the technology landscape has made it more cost effective for organizations, Fowler explained. 

For example, in Ovum's latest report on selecting a CRM solution 2013-2014 released Tuesday, it was found while the CRM market was mature and organizations continued making investments in CRM, they were now looking further to being a customer-adaptive enterprise (CAE).

This meant being able to respond rapidly to changes in customer demand and adapt to the right frequency to remain relevant to its customers, explained Jeremy Cox, principal analyst of enterprise solutions software at Ovum, who was at the interview.

"Continuous, timely, and relevant innovation is the hallmark of such an organization," Cox said. "Any transformational CRM vision whether focused on the customer experience or CAE requires a portfolio of applications that work seamlessly together to enable anyone in contact with the customer to deliver context-aware relevant information."

In this report, Microsoft Dynamics CRM, had moved ahead of Oracle Siebel CRM, and SAP CRM within the market leaders category from the previous study 18 months ago, due to its flexibility in including new applications, and simplifying workflow capability which connects people within an organization together, Cox explained.

"You can live and grow within the solution rather than being told you need to use the solution a particular way," Fowler noted.

Topics: Enterprise Software, Microsoft

Ellyne Phneah

About Ellyne Phneah

Elly grew up on the adrenaline of crime fiction and it spurred her interest in cybercrime, privacy and the terror on the dark side of IT. At ZDNet Asia, she has made it her mission to warn readers of upcoming security threats, while also covering other tech issues.

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5 comments
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  • Sugarcrm on the Cloud

    Definitely CRM is planning for customization for customer relationship management (CRM) and enterprise resource planning (ERP) systems within organizations today, there is a greater degree of integration and a hybrid environment.

    http://www.cloudways.com/en/managed-sugarcrm-cloud-hosting.php
    cloudhosting14
  • Making CRM Personal to the User and of cos' the Customer

    Interesting report from Ovum summarizing the observations on the CRM market leaders.

    And worthwhile to see how CRM is evolving to become (more personal) http://www.microsoft.com/en-us/dynamics/crm-vision.aspx
    shanchia
  • Deploying CRM

    Companies deploying CRM can enhance customer service and cost effective for organizations. Came across another whitepaper that readers will find useful “Pros and cons of migrating to Microsoft Dynamics CRM from Salesforce.com” @http://bit.ly/17UgKN7
    joelazer
  • ERP Software

    Yes this very true now a days lot of company using the ERP product for managing their database. ERP software helps the organization to manage their database accordingly and save organization valuable time.
    http://www.essindia.com/
    Nadeemjafar
  • Small businesses?

    I'm surprised the Ovum report did not cover systems used by and made for small businesses. Almost all of the names mentioned are giants in the industry, aimed at major corporations. There are quite a few products coming out that are for SMBs. At Agile CRM, we're constantly innovating ourselves to fit into the requirement of this particular consumer group - having an inbuilt marketing automation platform, integration with social media at every juncture, and so on. It's even more important to tailor products for customers given the incursive nature of social media in everyone's lives today. For large systems, it's best to find ERP products to integrate with, for smaller systems, it's better to revamp by building one in the system itself!
    sandhyaramesh