From ERP to CRM or from CRM to ERP
Two years ago talking about the integration of ERP and CRM, when, mainly from the track of e-business development and industry data on vertical integration between the talk in this point of view. As our area in mainland India deepening of CRM practice, and today we are enterprise information construction and integration between different systems require a deeper understanding of reality, and in telecommunications, funds and other industries have made some preliminary results, I am pleased to be able to share these experiences with the industry together for our customers to create greater value.

Many enterprises are considering the construction of information when the steps will ask such a question is to first build ERP, or the first building of CRM? It must first ERP, only CRM? To answer these questions, perhaps we should first clear-cut is the ERP & CRM in their respective problems whether a category. First, the concept of ERP is based on an enterprise's internal processes as the basic framework for the development of mature, regardless of whether today's ERP, including the enterprise's financial, personnel, logistics, distribution, and so all aspects of the information, it continues to be an internal can enhance their operational efficiency, it does not exceed the scope of the internal management of enterprises, the most concise description of ERP is that all applications of persons who are within the enterprise, it can be in the employee record check the departments and employees; and CRM concerns enterprise customers, but also a "big customer" concept, enterprises downstream channels, distributors, end customers and potential customers is the focus of CRM. CRM end users must be extended to customers, regardless of the customer contact channels and contact between, or by telephone, email, fax or Internet. So, to answer whether there has to be ERP, in order to have CRM such questions, as if to answer a business or first line is the first building of the recruitment of sales personnel? The answer can only be that both are very important, there is no line there would be no product, rather than sales staff can not generate income.

So, why do we have the impression that, like many companies in the construction of the ERP after considering CRM, or said that currently have adopted a mature ERP system, companies seem to be more receptive to CRM? This is because the ERP concept and practice have as early as CRM, but also from the development process of manufacturing enterprises look to expand the production scale of the modern manufacturing enterprises to obtain low-cost development of the inevitable. Therefore, the first in-house production, logistics and distribution management was fine, accuracy is the practice of these enterprises were the earlier part of the introduction of information technology is more mature parts. The CRM is a competitive environment in the market gradually formed, for manufacturing enterprises, the first ERP, after the CRM is not difficult to understand. We have a number of manufacturing enterprises, such as Section sharp distribution, Sanford University Artificial environment, companies, Aetna and other companies have seen the amorphous mature ERP applications, but also succeeded in marketing management to provide a "customer-centric" front-end management improvement and tool platform.

For the non-manufacturing-type businesses, such as services, because the organization itself does not shape the product, and they come into contact with customers before making a decision every time the process of customer satisfaction, so they can be said for the CRM needs of even more urgent. Combination of CRM development experience abroad, we see that the aviation services, in the financial industry, in the telecommunications industry, retail, etc., CRM to help build a set of management standards and methods of a large number of customers, be able to do in an organized manner accurately identify customers, understand customers, determine customer value, and effectively help enterprises to extend the customer life cycle, enhance customer profitability.

From our home in India's CRM practice, we also found that with the ERP was more acceptance of different manufacturing enterprises, customer relationship management, widely manufacturing and non-manufacturing firms are concerned, and to accept more to do with business management degree of awareness of and related to the degree of modernization is not particularly concentrated in certain industries or fields. We also see companies such as Smartjob first construction of such a CRM, after the construction of standard ERP product manufacturing enterprises. Therefore, the development of our CRM, there is a greater confidence. For businesses, there is no need for the information by other companies troubled by the order in which the construction, if the current management of the difficulty lies in logistics, finance, then I suggested that we first consider the ERP, while the difficulty is that if management sales and service, then consider CRM, In the final analysis, tools needed for others, for management services.