Mémoire-projet

Abstract

Today's companies are constantly making progress, especially when it comes to adapting to emerging technologies. As a result, it has become essential to diversify in order not only to prosper but also to survive in this highly competitive environment. One of the most important ways of achieving this is by providing excellent customer service meticulously tailored to individual preferences. However, the road to this pinnacle of customer satisfaction is far from easy, especially when the communication channels used by sales staff turn into a complex labyrinth that prevents optimal performance. That's why the call for optimization resonates louder than ever, underscoring the enduring principle that companies must continually improve their processes to remain competitive in a rapidly changing business environment. In this context, furniture brand Alterego Design, which currently uses numerous non-centralized tools, is considering a major strategic shift from a multi-channel approach to an omnichannel strategy. This transition underlines the need to integrate a customer relationship management (CRM) system to evolve in this complex environment. Therefore, this dissertation aims to explore how the integration of CRM with ERP can lead to overall operational improvement within the sales department. To achieve this objective, the first part of our study consists of a theoretical analysis divided into three distinct phases. First, we will analyze CRM, tracing its historical development and describing its many advantages and practical implementation strategies. Next, we'll examine ERP’s strengths, limitations, and functionalities. Finally, we'll look at the benefits and challenges of CRM-ERP integration. The second part defines the current context of the sales department and looks more specifically at the set of tools used. In addition, the progress of the integration is described chronologically, highlighting the evolution of the project. This empirical phase also includes a qualitative survey, examining employees' knowledge, concerns, and aspirations regarding CRM-ERP integration. This results in a set of strategic recommendations, derived from the synergistic interplay between theoretical knowledge and empirical realities. These highlight the key elements that will enable Alterego to successfully complete its implementation project, with a particular focus on optimizing sales processes.