Crm erp integration is a trend

Crm erp integration is a trend

Author: Hou xiaoxuan/SM @ rtpartner
Tuesday, June 24 2003 pm

In the software field, among the server platform, database software, middleware, and application software, the first three technologies are mature and the market is stable, and have completely become the world of foreign enterprises, generally, it is believed that the opportunity for domestic software enterprises lies in application software. Therefore, on the database platform, the middleware layer is bypassed (first, because the middleware technology is mature for a while, second, using middleware will greatly increase the cost). Combining with application requirements to develop application software has become the guiding ideology for most software enterprises in China to develop software products. In this case, the CRM and ERP market with great potential has become the focus of attention. However, in the Chinese market, both of them have been given a new definition with Chinese characteristics, and even the boundaries between them are vague. On the one hand, almost all ERP vendors have released CRM software integrated with their ERP products; on the other hand, many CRM vendors provide tools and methods to integrate with ERP. Lei zhenlin, director of the market at canonicore, believes that domestic CRM and ERP will be the trend of integration and even continue to develop. One day, ERP may acquire CRM, and then the market will continue to develop, when enterprise informatization reaches a certain stage and the management concept is upgraded to a certain level, ERP and CRM will be separated. In terms of functions, CRM is a product of the combination of IT technology and management business philosophy. It not only supplements and enhances the original management software systems (such as ERP) of enterprises, it is also a new profit point for companies that have not implemented management systems. There is no conflict between CRM and ERP. These two systems are different measures taken by enterprises to improve their competitiveness at different stages of development. The reason for such vague boundaries is caused by multiple factors: the impact of the market environment, the competition trend, and the consistency of promotion methods. Market Environment Ding Liang, president of chuangzhi group, believes that the CRM understood by the manufacturer is different from the CRM understood by the user. Many users often propose many non-CRM issues when asking the CRM manufacturer before the project, it is a functional requirement of ERP. This is not hard to understand. For an enterprise's development, the early stages of the market involved manufacturing, sales and logistics, and customer service. This is why CRM is rampant. In today's increasingly fierce market competition, enterprises are pursuing to improve the quality and effectiveness of market activities, clearly seeing the increase in sales efficiency and the strengthening of customer satisfaction, all of which belong to the scope of CRM. However, for a long time, most domestic enterprises have invested in the construction of IT systems in manufacturing equipment or office automation, A small investment in management (which is also one of the reasons for poor implementation of ERP in China), many enterprises do not have ERP, which naturally brings difficulties to the implementation of CRM. Some highly market-oriented industries, such as consumer electronics, have homogeneous production, are introduced into foreign production lines, and the production cost of products is less than a dollar. Therefore, ERP is of little significance for these enterprises. In addition, most enterprises in China are often in such a situation because of limited budgets: limited funds are either invested in CRM or ERP, so we put CRM and ERP, which were originally not similar products, in an embarrassing situation: competition or cooperation? At the same time, it also gave some inspiration to the enterprise. Guo Nuo korezhen Lin introduced that Guo Nuo's CRM system will absorb some ERP functions. Canonicol is a professional CRM enterprise. According to reports, the Customer Relationship Management Application System "Century Enterprise" launched by canonicol covers the market, sales and service fields, including the network sales management system, customer service management system and data mining and decision analysis system. In the networked sales management system, each sales branch connects to its headquarters through the Internet, providing a complete functional module for business operations, operation management, and decision-making of sales management. It mainly includes remote sales business process automation, dynamic inventory management and allocation, distributor information management, sales risk control, and early warning management system. In fact, from the functions of the above modules, we can see a lot of ERP shadows. Lei zhenlin admitted that the bottom layer of the CRM product in canonicola is distribution management, which is the customer relationship management, and then creates modules. In the distribution management, many ERP functions are integrated, for example, logistics, invoicing, etc., including the financial management and inventory of people in the Branch Office. These functions are sometimes developed by themselves according to the customer's needs, and sometimes some SAP modules are customized. Competitive landscape According to Lei zhenlin, sales director of canononicore, there are three types of vendors in the CRM market: one is foreign vendors such as Oracle and Siebel, whose product functions are complex, it is completely modularized, with poor customization capabilities, strong consulting and technical transformation capabilities. Most of their target customers are large enterprises in the financial and telecommunications industries. A category of manufacturers such as jincheuyou, with sufficient funds and a certain customer base, they hope to make the product modular and promote it according to the product model. The third category is the vendors such as canonicol, it can be customized for domestic enterprises. The overall competitive landscape in the CRM market is similar to that in the ERP market. Among the top-level foreign vendors in two types of market competition, this boundary is also vague. sap has always been a professional ERP vendor, and some news has pointed out that, SAP is also strengthening CRM product functions. Oracle has always promoted a complete set of e-commerce solutions, in which CRM and ERP are very closely integrated. Promotion Methods Both CRM and ERP are promoted in the industry: Oracle holds seminars in various industries and invites Si, which has a deep accumulation in the industry, to expand the market together; chuangzhi started from the telecom industry and is ready to enter other industries in the same way. kuneng KANO has been focusing on the consumer electronics industry. The competitiveness of domestic enterprises lies in the accumulation of the industry, and the solution reflects the characteristics of the industry. To better penetrate into the industry, we will deepen our competitiveness. According to Guo's Keno Lei zhenlin, the enterprise requirements between industries are reflected in the software commonality of about 70%, with a difference of 30%. In addition, such differences cannot be ignored. For example, in the consumer electronics industry, the service business of a branch is the assistance of sales and belongs to the "lose money" business. In the automotive industry, the branch service is the Growth Point of new profits. The differences between industries lead to the necessity of software customization. Even if the modularization function is strong, it cannot meet the differences between industries. Canonicoluo will make 70% of the common performance into reusable modular products, and the other 30% can be customized to meet individual needs. (Responsible editor: Wang Yue)