THE IMPORTANCE OF ERP-CRM INTEGRATION FOR CUSTOMER ACQUISITION IN INDUSTRIAL MARKETS

Year 2018, 17. UIK Special Issue, 119 - 134, 04.07.2018

İpek Kazançoğlu , Kaan Görgün Cansu Serdönmez

https://doi.org/10.18092/ulikidince.434690

Cited By: 1

Abstract

Companies
operating in consumer markets (B2C) are  able to access more potential customers than
companies existing in industrial markets (B2B). It is important for B2B
companies operating on smaller consumer groups to target profitable, reliable
and right customers. Therefore integrated information systems support
competitive strategies for B2B companies to reach the right target group and
acquire new customers. Enterprise resource planning (ERP) and customer
relationship management (CRM) are rapidly developing information technologies
today. In this study, we investigate the impact of the integration of
information technology on the customer acquisition activities of companies operating
in industrial markets. In this context, a qualitative research was carried out
by using in-depth interview technique with two B2B companies. Case study design
was used as research model. The data obtained at the end of the interviews were
analyzed by descriptive analysis method. The findings have been collected under
three themes: “Horizontal and vertical integration of ERP and CRM software”, “operational
facility for B2B companies provided by ERP-CRM integration” and “potential
customer relations: order integration and segmentation".

Keywords

Industrial Market, CRM, ERP, Customer Acquisition

ENDÜSTRİYEL PAZARLARDA MÜŞTERİ EDİNMEDE ERP-CRM ENTEGRASYONUNUN ÖNEMİ

Abstract

Tüketici
pazarında (B2C) faaliyet gösteren işletmeler endüstriyel pazardaki (B2B)
işletmelere göre, daha fazla potansiyel müşteriye erişme imkanı bulabilmektedirler.
Daha küçük bir alıcı kitlesine yönelen B2B işletmelerin karlı, güvenilir ve
doğru potansiyel müşterileri hedeflemeleri önemli olmaktadır. Bu noktada
entegre bilgi sistemleri, B2B faaliyet gösteren işletmelerin doğru hedef
kitleye ulaşıp yeni müşteri edinmelerinde rekabetçi stratejilerini
desteklemektedir.

Kurumsal
kaynak planlaması (ERP) ve müşteri ilişkileri yönetimi (CRM) günümüzde hızla gelişen
bilgi teknolojileridir. Çalışmada, bilgi teknolojileri entegrasyonunun endüstriyel
pazarda faaliyet gösteren işletmelerin müşteri edinme faaliyetlerine etkisini
incelenmektedir. Bu kapsamda, B2B faaliyet gösteren iki firma ile derinlemesine
görüşme tekniğinden yararlanılarak, nitel bir araştırma yapılmıştır. Araştırma
modeli olarak durum çalışma tasarımı kullanılmıştır. Görüşmeler sonunda elde
edilen veriler betimsel analiz yöntemi ile analiz edilmiştir. Elde edilen
bulguların, “ERP ve CRM yazılımlarının yatay ve dikey entegrasyonu”, “ERP-CRM entegrasyonun
B2B işletmelere sağladığı operasyonel kolaylık” ve “potansiyel müşteri ilişkileri:
sipariş entegrasyonu ve segmentasyon” olarak üç tema altında toplandığı tespit
edilmiştir.

Keywords

Endüstriyel Pazar, CRM, ERP

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