Retail ERP Whitepaper: Customer relationship agents

Retail ERP can change the way you do business by connecting your people to each other and to the business


How well do your sales associates and customer service team actually know your customers? Do they approach each customer encounter as a simple stand-alone transaction or as one element in a multi-faceted relationship?

Do your customers shop with you just occasionally, when they happen to be “in the neighborhood”?  Or do they visit you first when they shop? Do they keep coming back? What would they say about their experiences with your company in an online review? The answers to such questions are strategic, and they depend on the ability of your frontline people to establish and sustain enduring customer relationships. These people are, after all, the “face” of your business. They directly engage with your customers, they impact customer satisfaction, and they influence your share of the customer’s wallet. Why not empower them to be more productive, more engaging, more effective?

Why not transform your in-store sales associates and call center representatives into customer relationship agents?

Information technology can help you accomplish this transformation by helping you connect your people to the tools, processes, and information they need to excel in customer interactions. And empowering a legion of customer relationship ambassadors can deliver transformative value to your business.


To outshine the competition in managing customer relationships, your frontline people need access to information that goes well beyond what is needed for a stand-alone transaction. The ideal dataset might include customer purchase history, in-store inventory, availability in other stores, payment history and credit limits, order and shipping data, and more. Relevant information resides in many systems throughout your business, such as in-store point-of-sales (POS) systems and kiosks, call center databases, inventory systems, customer relationship management (CRM) systems, and financial/accounting systems. These systems may interoperate to some degree or not at all.

Merging data to gain new perspectives may require department data specialists to re-enter data and custom-build reports. And the new customer view, costly and labor-intensive to create, may differ across stores, call centers, and online channels. This approach makes it difficult to transform your sales and customer service people into customer relationship agents. Executing a two-step process can help improve the situation:

Connect your data. Define the information that will empower your sales associates and customer service staff, transforming them into your company’s ambassadors. If the POS, CRM, inventory, financial and other software applications now supporting your stores, Web site, and call center make it difficult and expensive to build this connected set of information, it may be time to upgrade the weak links.

To learn more about how Retail ERP can revolutionize the way you do business download the entire whitepaper.