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Supply Chain Management and Customer Relationship Management

In: The Palgrave Handbook of Supply Chain Management

Author

Listed:
  • Yiru Wang

    (State University of New York at Oswego)

Abstract

Supply chain management (SCM) and customer relationship management (CRM) have existed as separate developments. Even mainstream CRM system suppliers do not provide functionality for all supply chain sectors. However, lean business operations call for the integration of these two systems to achieve customer satisfaction while using fewer resources. Industry has been working toward the effective integration of the SCM and CRM to improve overall operational performance by lowering cost by improving operational efficiency, as well as improving stakeholder and customer experience and satisfaction. This book chapter provides some supply chain operations evolution. Supply chain networks have evolved from regional networks to global value chains (GVC). Platform-based e-commerce has enriched the traditional business context, as have technological innovations. These changes call for advancements in the SCM-CRM integration to achieve the lean operational goals. The book chapter further proposes a shift in identification of “customers” in CRM to “stakeholders” to better adapt to the SCM-CRM integration. Reidentifying all participants in the supply chain network as customers fits the best interest of the supply chain operation as a whole and can ease SCM-CRM integration. Various industrial practices and SCM-CRM integration across the supply chain network in this context are overviewed. Some future directions of SCM-CRM integration development are also introduced.

Suggested Citation

  • Yiru Wang, 2024. "Supply Chain Management and Customer Relationship Management," Springer Books, in: Joseph Sarkis (ed.), The Palgrave Handbook of Supply Chain Management, pages 1087-1113, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-19884-7_60
    DOI: 10.1007/978-3-031-19884-7_60
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