A Real-Time Associative Feature-Based Customer Relationship Management and Enterprise Resource Planning Integration Model for Small- and Medium-Sized Enterprises

Abstract

Customer relationship management (CRM) and enterprise resource planning (ERP) have been extensively discussed in the research literature respectively. However, existing studies do not reach a complete agreement on the CRM/ERP integration method, especially for small- and medium-sized enterprises (SMEs). Generally, this work proposed a novel method for CRM/ERP integration approach via associative feature technology. A new feature type, Real-time Data Link Board (RDLB), is developed and detailed as a generic information carrier solution for multisystem integration between CRM and ERP packages. Valuable data elements are mapped into such data boards dynamically and synchronized across different data sources, structures, and databases. The contribution of this work is to present a well-defined and generically reusable data carrier definition, alongside related methods for ensuring consistent data modeling during the system integration phase across various digitalization engineering implementation projects. With this approach, the consistent management of data integration across intricate systems is achievable throughout application lifecycles, supported by the object-oriented software engineering foundation.