Exploring the Influence of ERP-Supported Business Intelligence on Customer Relationship Management Strategies

Abstract

In the modern business environment, organizations face the dual challenge of managing complex operations and meeting rising customer expectations. Traditional systems alone are no longer sufficient to ensure efficiency, insight, and customer satisfaction. There is a growing need to explore how integrated enterprise solutions supported by analytical tools can improve customer-oriented strategies and ensure sustainable competitiveness. This paper addresses that need by examining the role of system integration in strengthening decision-making and customer engagement. In this study, ERP-BI integration is analysed as a key enabler for aligning marketing, sales, and service strategies to achieve customer-centric outcomes. Enterprise Resource Planning (ERP) provides an integrated backbone for managing resources and operations, as BI turns raw data into insights that may be used for action. Together, these systems reinforce Customer Relationship Management (CRM) by enhancing customer engagement, improving decision-making, and increasing retention. The use of BI technologies like QlikView, Power BI, and Tableau is also highlighted in the study, along with challenges like data quality, implementation costs, and awareness gaps. Findings indicate that effective integration drives customer satisfaction, loyalty, and long-term organizational competitiveness.