BI and CRM: A Match Made for Distributors

Many companies recognize the need to become more customer-centric, but where do you begin? Gathering data on your customers and truly getting to know their needs and expectations is a good place to start, but this can result in information overload and big data problems.  If your business is running multiple disparate systems, you may already have lots of meaningful customer data and not even know it. When order history, inventory availability and accounting information are all in separate systems, how can you see the whole picture? Whether you need to gather more information or make sense of what you already have, the real challenge is putting your customer data to good use so it can help you make better decisions.  So what’s the best way to achieve this?

Imagine being able to see all your customer data in one place, instead of being scattered across several different systems. You could see order history, invoices, status of pending orders or shipments all from one place.  Customer service representatives would no longer have to consult the warehouse management, inventory management or accounting systems to find what they need. Your managers and team members would be empowered with visibility into relevant customer information, and they would have the ability to view it in meaningful ways that help them make decisions.  By focusing your processes and systems on the customer, the end result is not only more efficient operations, but increased referrals, customer loyalty and higher profits.

One of the fastest ways to achieve this kind of efficiency is to invest in a good CRM solution with Business Intelligence capabilities. It’s not called Customer Relationship Management for nothing – whether you’re looking for sales, marketing, service or purchasing details, CRM is the go-to place for any kind of customer information.  By choosing to use Microsoft Dynamics CRM along with Business Intelligence (BI) tools, you can reach your goal of becoming a customer-centric organization even faster.  While some CRM systems come with basic BI features, adding powerful tools such as BIO which is designed to work seamlessly with Dynamics CRM will offer even greater visibility.

What benefits can you expect from using CRM together with BI tools?

  • One System of Record – For many companies, a CRM system serves as the system of record. This means no more looking in multiple places to find the information you need because data from your other systems will connect with CRM, resulting in increased data integrity.
  • Real-time customer data – Are you currently compiling information from multiple sources into spreadsheets for weekly reports? If so, your data is outdated before it’s even reviewed.  Using powerful BI tools that pull from CRM and other data sources will give you visibility and insight into customer behavior that was previously scattered across disparate systems.
  • Business Agility – Business Intelligence tools will provide the insight needed to help you respond quickly to changes in market demands. With the ability to view complex data from all angles, you can predict and prepare for changes before they even happen. This kind of agility is key to maintaining your competitive advantage.

Becoming a customer-centric organization should be a fundamental part of your long-term strategic plan.  At OmniVue, we can help you find the right technology to achieve it. In today’s changing business landscape, the ability to make decisions quickly and take action on them will be essential to maintaining customer loyalty, and in turn, increasing your profits.  Contact OmniVue today to learn how we can help increase your business agility.

Author Jeff Pyden

Jeff Pyden is President and CEO of OmniVue, which he founded in 2003. For more than 20 years, Jeff has been following his passion for improving business execution and efficiency through technology.