Skip to Content
User Experience Insights
Author's profile photo Valeria Vinclair

Three ways an ERP system helps you on the way to the perfect customer journey


Note. Image made on Canva. Background image by putilich from Getty Images. (

With an ERP system, you design the customer journey at various contact points. Customer service, marketing and sales benefit from the networking of all business areas. We will show you three ways in which an ERP system can help you to better understand your customers and create a positive customer experience across all channels.

More efficient customer service through central data access

To achieve a good customer experience, you need a system that provides accurate information about customer orders in the shortest possible time so that you can quickly resolve problems, questions, requests and doubts. When your customers have a problem, a quick response and resolution of the problem determines the customer’s perception of your service and thus for a positive customer experience. In customer service, you can only help if you always have the latest customer-specific data at your disposal. With an ERP system, you make customer data centrally accessible to different departments. Employees in customer service can thus help quickly and on a case-by-case basis, while sales uses the data to convince customers.

Better customer experience through automation and synchronisation

Automating processes not only helps you optimise your value chains, but also strengthens the customer experience.

A customer orders a product via your online shop. The product is displayed as available in the online shop. In reality, however, the product is sold out. The stocks have not yet been synchronised with the inventory in the online shop. In this situation, you disappoint the customer twice. Not only does he not get the desired product, but an expectation is created that is not fulfilled.

With an ERP system, you connect the central systems for inventory and supply chain management. From production planning to labour management, from flawless packaging to the delivery process, everything is handled by ERP integration. Your customer will not be disappointed by incorrect availability information and will instead receive on-time delivery.

Identify new demand and increase customer lifetime value

An ERP system like SAP Business ByDesign provides a unified view of all customer data and activities. The SAP Marketing Cloud helps you to better understand your customers. In this way, you not only identify problems, but also new needs that they have not yet covered or not fully covered. In this way, you bind existing customers more closely to you because you cover their needs better and thus increase the customer lifetime value. In turn, this information is available to all departments at all times, so that both sales and accounting always work with up-to-date data.

ERP system: control centre of a better customer experience

The perception of your brand and all related actions, including purchase, depend significantly on the direct experience of your customers with the products and services, their external presentation and the employees. Studies show that acquiring new customers is on average five times more expensive than retaining an existing customer. Retaining existing customers is thus central to effective sales. Retaining existing customers requires consistently providing them with an excellent experience and consistently finding ways to improve the experience. This requires a comprehensive knowledge of your customers and thus the ability to effectively collect, analyse and draw conclusions from data.

The ERP system helps you meet this challenge and respond dynamically to customer requirements.

ERP systems like SAP Business One integrate all areas of the company: Finance, Marketing, Sales and Service. It helps you track and analyse customer behaviour, their purchase history and preferences. In short, it helps you deliver a great customer experience, thereby retaining existing customers and attracting new ones.

How has the use of SAP Business ByDesign influenced your customer journey? We look forward to your feedback!

Do you have questions? Ask them in our community and discuss the challenges of digital transformation with other SAP users around the world:

Assigned Tags

      Be the first to leave a comment
      You must be Logged on to comment or reply to a post.