İpek KAZANÇOĞLU, Kaan GÖRGÜN, Cansu SERDÖNMEZ

ENDÜSTRİYEL PAZARLARDA MÜŞTERİ EDİNMEDE ERP-CRM ENTEGRASYONUNUN ÖNEMİ

Tüketici pazarında (B2C) faaliyet gösteren işletmeler endüstriyel pazardaki (B2B) işletmelere göre, daha fazla potansiyel müşteriye erişme imkanı bulabilmektedirler. Daha küçük bir alıcı kitlesine yönelen B2B işletmelerin karlı, güvenilir ve doğru potansiyel müşterileri hedeflemeleri önemli olmaktadır. Bu noktada entegre bilgi sistemleri, B2B faaliyet gösteren işletmelerin doğru hedef kitleye ulaşıp yeni müşteri edinmelerinde rekabetçi stratejilerini desteklemektedir. Kurumsal kaynak planlaması (ERP) ve müşteri ilişkileri yönetimi (CRM) günümüzde hızla gelişen bilgi teknolojileridir. Çalışmada, bilgi teknolojileri entegrasyonunun endüstriyel pazarda faaliyet gösteren işletmelerin müşteri edinme faaliyetlerine etkisini incelenmektedir. Bu kapsamda, B2B faaliyet gösteren iki firma ile derinlemesine görüşme tekniğinden yararlanılarak, nitel bir araştırma yapılmıştır. Araştırma modeli olarak durum çalışma tasarımı kullanılmıştır. Görüşmeler sonunda elde edilen veriler betimsel analiz yöntemi ile analiz edilmiştir. Elde edilen bulguların, “ERP ve CRM yazılımlarının yatay ve dikey entegrasyonu”, “ERP-CRM entegrasyonun B2B işletmelere sağladığı operasyonel kolaylık” ve “potansiyel müşteri ilişkileri: sipariş entegrasyonu ve segmentasyon” olarak üç tema altında toplandığı tespit edilmiştir.

Anahtar Kelimeler:

Endüstriyel Pazar, CRM, ERP

THE IMPORTANCE OF ERP-CRM INTEGRATION FOR CUSTOMER ACQUISITION IN INDUSTRIAL MARKETS

Companies operating in consumer markets (B2C) are able to access more potential customers than companies existing in industrial markets (B2B). It is important for B2B companies operating on smaller consumer groups to target profitable, reliable and right customers. Therefore integrated information systems support competitive strategies for B2B companies to reach the right target group and acquire new customers. Enterprise resource planning (ERP) and customer relationship management (CRM) are rapidly developing information technologies today. In this study, we investigate the impact of the integration of information technology on the customer acquisition activities of companies operating in industrial markets. In this context, a qualitative research was carried out by using in-depth interview technique with two B2B companies. Case study design was used as research model. The data obtained at the end of the interviews were analyzed by descriptive analysis method. The findings have been collected under three themes: “Horizontal and vertical integration of ERP and CRM software”, “operational facility for B2B companies provided by ERP-CRM integration” and “potential customer relations: order integration and segmentation".

Keywords:

Industrial Market CRM, ERP, Customer Acquisition,

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