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.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Bain & Company. (2018). Management tools – Customer relationship management. Bain. Retrieved Dec 20, 2021, from: https://www.bain.com/insights/management-tools-customer-relationship-management/
Bhattacharya, A., & Fayezi, S. (2021). Ameliorating food loss and waste in the supply chain through multi-stakeholder collaboration. Industrial Marketing Management, 93, 328–343.
Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74.
Cai, Y. J., Choi, T. M., & Zhang, J. (2021). Platform supported supply chain operations in the blockchain era: Supply contracting and moral hazards. Decision Sciences, 52(4), 866–892.
Chorafas, D. N. (2001). Integrating ERP, CRM, supply chain management, and smart materials. CRC Press.
Choudhury, M. M., & Harrigan, P. (2014). CRM to social CRM: The integration of new technologies into customer relationship management. Journal of Strategic Marketing, 22(2), 149–176.
Falcone, E., Kent, J., & Fugate, B. (2019). Supply chain technologies, interorganizational network and firm performance: A case study of Alibaba Group and Cainiao. International Journal of Physical Distribution and Logistics Management, 50(3), 333–354.
Ferrell, O. C., Gonzalez-Padron, T. L., Hult, G. T. M., & Maignan, I. (2010). From market orientation to stakeholder orientation. Journal of Public Policy and Marketing, 29(1), 93–96.
Gray, A. (2021). CRM outsourcing: The pros and cons. Retrieved Dec 20, 2021, from: https://www.business-software.com/blog/crm-outsourcing-pros-cons/
Griswold, M. (2021). The Gartner supply chain top 25 for 2021. Retrieved Dec 20, 2021, from: https://www.gartner.com/smarterwithgartner/the-gartner-supply-chain-top-25-for-2021
Guerrero, D., Grasland, C., & Ducruet, C. (2015). Explaining international trade flows with ship**-based distances. In Maritime networks (pp. 327–345). Routledge.
Holmström, J., Holweg, M., Lawson, B., Pil, F. K., & Wagner, S. M. (2019). The digitalization of operations and supply chain management: Theoretical and methodological implications. Journal of Operations Management, 65(8), 728–734.
Horvath, L. (2001). Collaboration: The key to value creation in supply chain management. Supply Chain Management, 6(5), 218–225.
IRC Sales Solutions. (2020, July 30). Sales follow-up statistics and process – The power of follow-ups. IRC Sales Solutions. Retrieved Dec 20, 2021, from: https://ircsalessolutions.com/insights/sales-follow-up-statistics
Jacobs, K., Warner, S., Rietra, M., Mazza, L., Buvat, J., Khadikar, A., Cherian, S., & Cherian, Y. (2019). The last-mile delivery challenge. Capgemini Research Institute. Retrieved Dec 20, 2021, from: https://www.capgemini.com/wp-content/uploads/2019/01/Report-Digital-%E2%80%93-Last-Mile-Delivery-Challenge1.pdf
Kim, H. J., Lee, T., Lee, S. G., & Chun, J. (2003). Automated data warehousing for rule-based CRM systems. In Proceedings of the 14th Australasian database conference, 17, pp. 67–73.
Klinker, S., Terrell, R., & Mahfouz, A. Y. (2006). Dell’s use of CRM-SCM integration to dominate the PC market. Communications of the IIMA, 6(3), 9.
Krueger, A. (2021). Supply chain crisis. New York Times. Retrieved Dec 20, 2021, from: https://www.nytimes.com/2021/12/03/nyregion/supply-chain-crisis-nyc.html
LeBlanc, R. (2019). How Starbucks changed their supply chain management. Retrieved Dec 20, 2021, from: https://www.thebalancesmb.com/how-starbucks-changed-supply-chain-management-4156894
Libai, B., Bart, Y., Gensler, S., Hofacker, C. F., Kaplan, A., Kötterheinrich, K., & Kroll, E. B. (2020). Brave new world? On AI and the management of customer relationships. Journal of Interactive Marketing, 51, 44–56.
Ma, M., & Agarwal, R. (2007). Through a glass darkly: Information technology design, identity verification, and knowledge contribution in online communities. Information Systems Research, 18(1), 42–67.
Mason, C. H., & Roth, A. V. (2009). The right path to SCM-CRM integration. In Handbook of research on enterprise systems (pp. 134–151). IGI Global.
Nguyen, T. H., Sherif, J. S., & Newby, M. (2007). Strategies for successful CRM implementation. Information Management and Computer Security, 15(2), 102–115.
Nucleus Research. (2014). CRM pays back $8.71 for every dollar spent. Nucleus Research. Retrieved Dec 20, 2021, from: https://nucleusresearch.com/wp-content/uploads/2018/05/o128-CRM-pays-back-8.71-for-every-dollar-spent.pdf
Oracle. (2021). Today’s SCM is all about the customer. Oracle. Retrieved Dec 20, 2021, from: https://www.oracle.com/scm/what-is-supply-chain-management/#link4
Park-Poaps, H., & Rees, K. (2010). Stakeholder forces of socially responsible supply chain management orientation. Journal of Business Ethics, 92(2), 305–322.
Rai, A., Patnayakuni, R., & Seth, N. (2006). Firm performance impacts of digitally enabled supply chain integration capabilities. MIS Quarterly, 30(2), 225–246.
Rigby, D. K., & Ledingham, D. (2004). CRM done right. Harvard Business Review, 82(11), 118–130.
Ross, R. (2021). Seven last-mile delivery challenges, and how to solve them. Supply Chain Brain. Retrieved Dec 20, 2021, from: https://www.supplychainbrain.com/blogs/1-think-tank/post/32800-last-mile-delivery-challenges-and-how-to-solve-them
Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of Business Research, 68(2), 341–350.
SAP. (2021). What are the five biggest benefits of CRM?. SAP. Retrieved Dec 20, 2021, from: https://insights.sap.com/what-is-crm/
Seric, A., & Tong, Y. S. (2019). What are global value chains and why do they matter?. Industrial Analytics Platform. Retrieved Dec 20, 2021, from: https://iap.unido.org/articles/what-are-global-value-chains-and-why-do-they-matter
Shapiro, M. (2021). How Johnson & Johnson’s innovative supply chain technology is hel** transform how we work – and live. Retrieved Feb 22, 2022, from: https://www.jnj.com/innovation/how-johnson-johnsons-innovative-supply-chain-technology-is-hel**-transform-how-we-work-and-live
Simchi-Levi, D., & Timmermans, K. (2021). A simpler way to modernize your supply chain. Harvard Business Review. Retrieved Dec 20, 2021, from: https://hbr.org/2021/09/a-simpler-way-to-modernize-your-supply-chain
Stackpole, B.(2020, Feb 14). 5 supply chain technologies that deliver competitive advantage. MIT Management Sloan School. Retrieved Dec 20, 2021, from: https://mitsloan.mit.edu/ideas-made-to-matter/5-supply-chain-technologies-deliver-competitive-advantage
Star Bulk. (2021). Who we are. Star Bulk. Retrieved Dec 20, 2021, from: https://www.starbulk.com/gr/en/strategy/
Su, X. (2009). Consumer returns policies and supply chain performance. Manufacturing and Service Operations Management, 11(4), 595–612.
Subramani, M. (2004). How do suppliers benefit from information technology use in supply chain relationships? MIS Quarterly, 28(1), 45–73.
Swani, K., Brown, B. P., & Milne, G. R. (2014). Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies’ Twitter communications. Industrial Marketing Management, 43(5), 873–881.
Trujay. (2021). Traditional CRM vs social CRM: Find out the difference. Retrieved from: https://migration.trujay.com/blog/traditional-crm-vs-social-crm/
Zeng, Y. E., Wen, H. J., & Yen, D. C. (2003). Customer relationship management (CRM) in business-to-business (B2B) e-commerce. Information Management and Computer Security, 11(1), 39–44. https://doi.org/10.1108/09685220310463722
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2022 The Author(s), under exclusive licence to Springer Nature Switzerland AG
About this entry
Cite this entry
Wang, Y. (2022). Supply Chain Management and Customer Relationship Management. In: Sarkis, J. (eds) The Palgrave Handbook of Supply Chain Management. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-89822-9_60-1
Download citation
DOI: https://doi.org/10.1007/978-3-030-89822-9_60-1
Received:
Accepted:
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-89822-9
Online ISBN: 978-3-030-89822-9
eBook Packages: Springer Reference Business and ManagementReference Module Humanities and Social SciencesReference Module Business, Economics and Social Sciences