With the introduction of Oracle Collections, Oracle is making another significant advancement in integrating CRM and ERP process, said Sharon Ward, Hurwitz Group. Oracle Collections is another example of Oracle’s leadership in providing well integrated, highly-functional applications that automate across the lines of front and back-office operations.
The distinction between traditional CRM and ERP functions are becoming less important, as companies are realizing they can provide better customer service by putting information traditionally kept in the back office applications into the hands of customer service representatives, said Mark Barrenechea, senior vice president, applications development, Oracle. Customer relationship management does not happen only in marketing, sales and service departments, and companies that extend the skills and knowledge of CRM practices into other areas of their business will benefit by improving efficiencies and increasing customer satisfaction.
