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ERP can help companies with customer centricity

5/7/2013 at 11:08 am by

Customer centricity, or a company’s focus on consumers rather than internal drivers, can be beneficial for a business to increase satisfaction and deepen customer engagement. Improving the customer experience can reduce costs, because companies can spend less to maintain existing clients than to seek new ones.

A customer-centric approach used to mean making improvements exclusively for the sake of clients, but customer centricity can be advantageous to companies as well, according to Marketing Daily. Many brands have become more responsive to customers’ demands over time, especially with the internet and social media offering more venues for consumers to air their grievances. Businesses know they have to keep up with competitors to be successful, but it is difficult for individual companies to gain a distinct competitive edge.

Achieving customer centricity can be a problem for some companies because they optimize one channel of business but neglect others, according to Business 2 Community. Companies need to consider how vendors and data sources contribute to efficiency and a clear stream of information.

In other words, integration is key to customer centricity, which is why companies seeking to become more client-focused may want to consider implementing an ERP system to streamline operations. Business 2 Community recommends that companies determine if the different facets of their businesses can be customer-centric without integrating. Businesses are composed of many different elements, all of which can impact on a customer’s experience, particularly if the separate parts of a company are not functioning together.

The value of integration
To maintain a successful customer-centric approach, businesses need to examine the needs of their clients, what they want the company to be known for and what the business does better than its competitors, according to Marketing Daily. ERP integration can allow organizations to track these metrics and gain a better sense of customer needs.

While client needs are at the forefront of this strategy, customer centricity can help businesses recognize what they do best and influence consumers’ perception of reputation.

When all aspects of a business are optimized, organizations can focus on clients. ERP software can reduce some hassles of clashing business functions. Every company may pay attention to clients’ needs in a different way, and ERP systems offer many customizable features so businesses can focus on the aspects that matter most.

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About the Author

The Sage ERP team report on various topics related to ERP and business management.

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