ERP or CRM For B2B Commerce ? Who Wins The Battle?

  Mar 14, 2018

The status quo if B2B buyers have changed. They are no longer easily satisfied and are always on the lookout for cross-channel buying experiences that will make it easier to access product information and complete the purchase process. In short, buyers are more interested in having more control over the buying process. As per the McKinsey study, most of the buyers are more interested in self-service features in case of repeat purchases. For this B2B businesses need to offer digital commerce sites on the line of e-commerce. But, they are still not prepared to offer similar experience simply because they are still dependent on back office-centric ERP systems for commerce. This technology is simply not intuitive when it comes to customer-facing portal. On the contrary, they focus more on the product, inventory and financial records, which are not adaptive and hence quite difficult to change.

Business experts who are well aware of the changing trends are shifting towards a customer centric approach offered by the Microsoft dynamics CRM based services commerce sites that have built in cloud technology that offers a better model that is receptive of the emerging market trends and changing needs of the customer. However, there are still some organizations that rely on ERP systems just because this technology touches every part of their back office and have been an integral part of their business from the beginning. This leads to an ongoing battle between CRM and ERP supporters and the stakes could not have been higher.

The changing Dynamics of B2B Businesses

The transition from back office experience to a customer centric one has been due for quite long. In fact, many big corporate organizations swear by the benefits of having a customer centric approach in place. For example: in the personal transportation industry, emphasis is given more on the cabs rather than on customer experience, whereas it should have been exactly the opposite. Think of the rush hours when the customer has to wit to get a cab and ahs to pay through cash or deal with a clunky POS system in order to pay with a credit card. All this changed when Uber and Ola came into the scene. Instead of chasing the service provider, the exact opposite was happening. Uber and Ola were approaching the customers with their personalized service. The transition to a CRM approach was made, slowly but surely.

But for a variety of reasons there are still many companies that heavily rely on ERP and refuse to plunge in the transition phase. This is mainly because ERP has worked brilliantly in the past offering the business houses with a single platform approach. However, the technology demands have changed with time. If the loyalists decide to stay with ERP their growth will be stagnated after a period of time. In fact they will be forced to step out of the market place.

The Future Demands A Customer Centric Approach

You might wonder when everyone knows that customer centric approach is the way to go then why ERP loyalists are not opting for the change. This is simply because the change is not easy. The ERP is inherently designed to deal with back office functions and is not capable of dealing with a customer centric approach. It lacks the flexibility to adapt to the ever-changing customer needs and market demands.

The CRM system is built in a way to offer seamless and self-service approach that B2B customers wish to enjoy. In an industry that can go haywire any moment, the CRM offers a unified approach that is informed and is known for a convenient experience across all touch-points and channels. Moreover, CRM offers a better access to the complete view of sales, commerce data and the entire service offered. As such the organization can enjoy improved interaction and engagements.

The cloud feature of the CRM makes it a winner as B2B businesses can evolve over a period of time in a seamless and hassle free manner. As trends and demands of the market change, B2B owners can modify the CRM to meet the need of the hour. In contrast, the ERP will take months, if not years to make those changes. Thus, we can safely say the CRM beats ERP hands down in this battle. The decision to make the change should be an easy one.

ERP or CRM For B2B Commerce ? Who Wins The Battle?


Yashpal have a highly skilled & experienced CRM development company. He has wide experience in IT industries to develop creative business system based on Microsoft dynamics CRM.

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