At the executive level, ERP customer relationship management helps the company to
plan and monitor marketing campaigns, coordinate budgets, perform customer
segmentation, identify decision makers, track sales, react quickly to market changes,
manage contracts and thereby allows the deployment of sales and marketing
resources for maximum impact. At senior management level, it supports better
planning by providing flexible management reports on every aspect of customer
relationships to enable the continual building of a customer-driven culture throughout
the e-business ecosystem. Beyond the company walls, it ensures that business
partners share critical information on sales forecasts, order flow and delivery schedules
so everyone in the company’s supply chain can work towards the goal of total
customer satisfaction (Jutras, 2004).