Evolution of ERP-CRM Integration: Trends, Challenges, and Strategic Implications for Digital Transformation

  • Supok Kumar et al.
Keywords: ERP-CRM integration, digital transformation, operational efficiency, customer satisfaction, business strategy.

Abstract

The integration of Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) systems is critical for aligning internal operations with customer-facing strategies in organizations undergoing digital transformation. This study explores the trends, challenges, and strategic implications of ERP-CRM integration, focusing on its impact on operational performance and customer satisfaction. A mixed-methods approach was employed, combining quantitative analysis of survey data from 52 companies across various industries, and qualitative interviews with 12 IT managers and business executives. Statistical methods, including regression analysis and correlation coefficients, were used to assess the effects of ERP-CRM integration on operational efficiency and customer satisfaction. The survey was conducted from June 2023 to December 2023. Results indicated that 79% of organizations experienced improved operational efficiency post-integration, and 82% reported higher customer satisfaction. However, 48% of respondents encountered technical complexities during integration, while 42% cited resistance to change as a significant challenge. Regression analysis showed that successful ERP-CRM integration led to a 17% increase in overall profitability. Further, companies that integrated both systems had a 23% faster response time to customer inquiries and a 19% reduction in operational costs. ERP-CRM integration is a crucial driver of digital transformation, leading to enhanced operational performance and customer satisfaction. However, overcoming technical and organizational challenges remains vital for maximizing the benefits of integration.

Author Biography

Supok Kumar et al.

Supok Kumar1*, Toah Tusar2, Fnu Habibullah3, Md Towfiq Imam Saju4
1 Department of MBA in MIS, International American University, Los Angeles, California
ORCID iD: https://orcid.org/0009-0008-9224-9749
2 Department of MBA in MIS, International American University, Los Angeles, California
ORCID iD: https://orcid.org/0009-0008-6267-9377
3 Department of Management Information Systems, Lamar University, Beaumont
ORCID iD: https://orcid.org/0009-0004-0640-4900
4 Department of MBA in MIS, International American University, Los Angeles, California
ORCID iD: https://orcid.org/0009-0009-0092-4493
*Corresponding Author:
Supok Kumar, Department of MBA in MIS, International American University, Los Angeles, California

Published
2024-02-04
Issue
Volume 2024
Section
Regular Issue

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