ERP and CRM Data Integration

  • Željko Tomić Electrical Engineering, Director at OSA Računaski Inženjering Co.
  • Mihailo Jovanović Electrical Engineering, Executive Director at the PTT Serbia Public Enterprise


The CRM and ERP systems are usually obtained and implemented separately and at different times. Quite often they are purchased from different sellers and producers, and implemented by different teams.
As a rule, the CRM and ERP systems contain separate databases even if they come from the same manufacturer. Such separately kept databases also lead to separate basic records (identifiers), which primarily relate to business partners, items and services. This may create problems with updating and maintaining consistency of the data within the information system of a company. The CRM and ERP systems usually overlap in certain segments of business processes (e.g., orders, order confirmations, quotations, etc.), thus potentially creating redundant information and documents. More often than not, the CRM and ERP also differ in terms of technology, both by their vertical architectures and with regard to the DBMS and API support. The objective of this paper is to generate an ERP-CRM integration data model by way of optimising the relevant processes and costs, and to provide details about the processes of integration of the logical and physical data models. The structural integration of the ERP-CRM databases provide the integration services that ensure all the necessary functionalities in various interface logics and technologies with regard to software solutions and applications given, or used for local adaptations of the existing ERP and CRM applications.

Author Biographies

Željko Tomić, Electrical Engineering, Director at OSA Računaski Inženjering Co.

Željko Tomić was born on 04th February,1956 in Brinj, Croatia. He completed his primary and secondary education in Belgrade, a top student at the “Nikola Tesla“ high school of electrical engineering. In 1980 he graduated from the Faculty of Electrical Engineering, University of Belgrade. From 1981 till 1983 he worked as a teacher at the “Nikola Tesla“ high school of electrical engineering.From 1983 until 1990 he was employed with the “Svetlost“ enterprise of electrical engineering as construction site engineer, construction manager and director of electrical production. Together with two partners he established a private company “OSA – Computer Engineering“ Ltd. in 1989, one of the first hundred private enterprises registered in the former Yugoslavia. Since 1990 until the present day he has been engaged as the director of the “OSA – Computer
Engineering“ Ltd.He is a member of the Serbian Manager Association (SAM). In 2007 he was declared the Manager of the Year.

Mihailo Jovanović, Electrical Engineering, Executive Director at the PTT Serbia Public Enterprise

Doc. dr Mihailo Jovanović graduated from the Faculty of Electrical Engineering, Department of Telecommunications, University of Belgrade, in 1996. It was also at this Faculty that he completed his magisterial studies at the Department of Telecommunications and Computer Networks. He earned his Ph.D. degree at the Faculty of Business Studies, Megatrend University, with the doctoral dissertation titled “Systems of registered electronic and hybrid mail of the public postal operator and electronic access channels“. He is the author or co-author of 30 scientific works in the area of information and communication technology, electronic business and economics, presented at the leading national and international conferences and reference journals. He was appointed senior lecturer (docent) for the scientific area of Quantitative methods, for the courses in Fundamentals of Computer Science and Business and Information Systems. Since 2004 he has been a member of the Serbian Chamber of Engineers, licenced as chief designer and responsible contracting engineer in the field of telecommunication networks and systems. He was awarded by the Ministry of Science, Technology and Development of the Government of the Republic of Serbia following the public competition for “young scientists whose engagement contributed to the development of science and technology, change in the country and reforms; who stayed in the country and did their best to enhance the development and connections of this country with the world community“. Since 1996 he has been employed with the PE Post of Serbia and in 2004 he was appointed chief executive director for information technologies, electronic communications and development function of the Post of Serbia.

How to Cite
Tomić, ., & Jovanović, M. (2016). ERP and CRM Data Integration. Management:Journal Of Sustainable Business And Management Solutions In Emerging Economies, 21(78), 63-72. Retrieved from