The Customer Relationship Management (CRM) system helps organize, manage, and, at the end of the day, use customer data. A CRM is a form of system integration that keeps your business up to date on each customer’s contact details, transaction history, accounts as well as communication. In other words, your company’s entire ‘relationship’ with customers is available at a glance and the primary objective of the system is to help you improve sales.
Alternatively, an Enterprise Resource Planning (ERP) system is designed to manage any and all business processes and automate various backend or back-office functions that need not be carried out manually. In many ways, it is the representation of the concept of system integration. An ERP software typically integrates all aspects of operations which include product planning and development, procurement, vendor management, manufacturing, sales, and marketing, all in one database and user interface. The primary objective of an ERP, much like system integration, is usually to lower costs rather than increase revenue.