Evaluating the Effectiveness of ERP and CRM Integration on Enhancing Customer Experience in the Digital Business Ecosystem

Abstract

The integration of Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) systems has gained significant attention in the digital business ecosystem, as organizations strive to enhance customer experience and operational efficiency. This study aims to evaluate the effectiveness of ERP and CRM integration in enhancing customer experience, focusing on the influence of this integration on satisfaction, loyalty, perceived value, service quality, and operational efficiency in the digital business environment. A quantitative approach was adopted to analyze the data collected from 122 respondents from the Department of Management of Information Systems at Texas A&M University. The study spanned from January 2022 to December 2023. A structured questionnaire was used to gather data on customer satisfaction, loyalty, operational efficiency, service quality, and the impact of ERP and CRM systems. The data were analyzed using statistical tools, including standard deviation, mean, p-value, correlation coefficients, and multiple regression analysis. The results indicated that 78% of respondents experienced significant improvements in customer satisfaction and loyalty after the integration of ERP and CRM systems. The mean satisfaction score was 4.5 (out of 5), with a standard deviation of 0.72. The service quality improvement was reported by 80% of respondents, with an average increase in perceived service quality of 25%. The p-value of 0.003 confirmed that the integration had a statistically significant effect on customer experience, with a 95% confidence level. Additionally, operational efficiency improved by 85%, with response times reduced by 32%. Multiple regression analysis showed a significant positive correlation (r = 0.74, p < 0.05) between ERP-CRM integration and customer loyalty. The study concludes that ERP and CRM integration significantly improves customer experience, operational efficiency, service quality, and business competitiveness. These findings support the implementation of integrated systems in digital business ecosystems for enhanced customer satisfaction and loyalty.