Adapting Customer Relationship Management to Strategic Supply Challenges: Clues for Success

Abstract. The paper highlights the strategic and operational efficacy of integrating customer relationship management (CRM) within the fabric of supply chain management mandates. CRM is presented as a comprehensive business model with revenue implications. As supply chain managers grapple with an array of stakeholder challenges, it is essential to integrate customers from a CRM perspective. Introduction and Background. Organizations have long heralded the merits of being customer-centric, both externally and internally. Genuine commitment to customers at all levels has been and continues to be the ultimate hallmark of success. Over the past quarter century or so, supply professionals have increasingly adopted customer-centric perspectives in all aspects of their relationships. This evolution toward a customer focus has yielde