Evaluating the Impact of ERP-CRM Convergence on Operational Efficiency and Customer-Centric Decision Making
Keywords:
ERP-CRM convergence, operational efficiency, customer-centricity, decision-making, enterprise systems, digital transformation, integration strategy, business intelligence, IT alignmentAbstract
The convergence of Enterprise Resource Planning (ERP) and Customer Relationship Man-agement (CRM) systems represents a critical milestone in digital transformation. This pa-per explores the implications of ERP-CRM convergence on operational efficiency and cus-tomer-centric decision-making in multinational enterprises. By synthesizing theoretical insights, case studies, and comparative evaluations, it identifies the operational benefits and decision-enhancing capabilities enabled by integration. The study also highlights challenges in achieving alignment and offers a strategic framework for effective deploy-ment. Empirical evaluations and prior scholarly works support the findings, offering a roadmap for future implementations in data-driven business ecosystems.
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