Introducing Clarity Connect™ for eCommerce and Line of Business Applications


Chris Reddick, Founding Partner of Clarity Ventures, introducing Clarity Connect™ and explaining how it makes integration easier than ever

Video Transcript: Welcome to another video series by Clarity Ventures. In this video series we're going to talk about ERP/CRM integration to your web and mobile applications, and we're going to take a look at this platform that we call clarity connect that we bring to bear on ERP/CRM to web application and mobile application integrations. So, just very high level, what's kind of the main thought process behind these integrations?

Well, typically clients don't take full advantage of until they have an integration platform. The rich data that they have available within their ERP system for things like items and categories that they could pull in dynamically to their web and mobile applications without having to manually create items or products, and categories, and the associations for categories. They can pull those dynamically and securely through the firewall and over SSL into their website applications.

Similarly, for pricing and inventory data, customers need to be able to show pricing data that's per customer based on logins, rolls, or company information. Specific pricing data, specific shipment terms, specific taxes, customs and duties options, or potential freight, or other shipment options that are only available to certain customers, those kind of data pieces are very rich, very specific to customers in some scenarios. And so that's possible to bring that to a customer and provide an automated solution that gives them that very rich experience by bringing in a ERP integration to a web and mobile application.

Some of the other things that are really nice are, if you look at shipment status and just kind of RMA processes that need to go on automation of order processing when someone goes to a website and they go to check out, they go typically through an account customer process where the web application needs to be able to recognize that customer, that company in the ERP system. If they're already in the ERP system, they need to then associate that customer to the ERP account that's already available so that that customer can then receive the accurate pricing data that pertains to their account.

They can update their records themselves on the web or mobile application and then have that dynamically update in the ERP/CRM system. So, these are some of the things that typically would require a manual process possibly and definitely can be automated through a system such as clarity connect which automatically does that.

You also have quotes and orders, and invoices, and sales documents. So, whenever somebody does go through the purchasing process, typically depending on the business model, they're either going to get a quote or they'll get an order, and those are going to turn into sales documents within the ERP system. So, the account information, the customer information, and then quotes and orders that tied to that account, and can get pushed into the ERP system. That allows the sales team, the customer service team to go into the ERP system on the headquarters side on the company side of things, make changes and updates, and possibly trigger and send emails or notifications once the quote has been processed or specified in a specific batch let's say. So, there are ways that you can have the ERP system serve as kind of the company side of the data warehousing and then the web and mobile application service the customer side of the data warehousing and interactions if you will.

In a similar manner, invoices in RMA order status, basically being able to go online and make payments against invoices. Maybe they're not for the most recent order or the items that are in the check out basket. Maybe these are PO processes that it's been now 30 days, they've received a notification that they need to pay their invoice, they can actually go online to the web or mobile application, submit payment against invoices, and then have the payment information securely processed and push the sales order and mark the invoice as paid.

You can also look at order history and receipts as well as item and category metadata. So, the order history and receipts piece is basically being able to pull from an ERP application or a CRM application and show the customer their order history with an expand collapse for detail on what items they purchased if there was an RMA associated to that purchase or shipment costs, freight costs, that kind of a thing. Maybe there was freight damage that they need to report. All of that rich detail can be pulled in and presented in a customer dashboard within the web application that's enriched or hydrated from the ERP application and as well CRM.

One of the interesting pieces as well is the way that Clarity Connect is architected, we also allow customers on the marketing and the sales team to be able to login to their web or mobile application management tools to their dashboard for their sites, and be able to pull data that they need, and reports from a marketing and sales perspective. And one of the key components of this, of course, for marketing is search engine optimization and in-bound marketing activities. So, a lot of times the data that's sitting within an ERP and CRM system needs to be kind of added to, they need to be able to build on that data for rich friendly URLs, friendly page titles, friendly descriptions, friendly images. All of these are key components of making sure that a site presents well for the end user and it makes sense.

You may have strange product data that is internally driven within a company that really makes sense to the internal team, but doesn't to the external customer. So, or application allows you to go in and append, and build additional metadata, and we have unlimited attributes, and unlimited kind of additional fields to enrich the data that comes from a CRM or an ERP application into your website. You can then take that data and for each item or category, you can additional attributes that enrich maybe with friendly URLs, better product images than possibly are in the ERP system, or just adding them in general. And also specifying rules for what shows or hides on the web if those attributes are not available within the ERP and CRM system.

So, as you can see there's quite a bit of dynamic kind of customization that can happen to allow your business process to flow smoothly between your customer interaction portal, your web and your mobile application if you will, and your internal portal, and your internal tool set with your ERP and CRM system. Clarity Ventures is an expert in this area of integrations, eCommerce, web and mobile and application development so that we can bring that tool set to bear through our Clarity Connect and our Clarity eCommerce application. Thanks for watching and I hope you found that helpful.

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