Article
Version 1
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The Integration of Supply Chain Analytics and Customer Relationship Management (CRM)
Version 1
: Received: 24 June 2024 / Approved: 25 June 2024 / Online: 26 June 2024 (09:38:05 CEST)
How to cite: Holloway, S. The Integration of Supply Chain Analytics and Customer Relationship Management (CRM). Preprints 2024, 2024061803. https://doi.org/10.20944/preprints202406.1803.v1 Holloway, S. The Integration of Supply Chain Analytics and Customer Relationship Management (CRM). Preprints 2024, 2024061803. https://doi.org/10.20944/preprints202406.1803.v1
Abstract
The integration of supply chain analytics and Customer Relationship Management (CRM) systems represents a critical strategy for organizations seeking to enhance operational efficiency and customer-centricity in today's competitive business environment. This qualitative study investigates the motivations, strategies, challenges, and outcomes associated with integrating supply chain analytics with CRM systems across diverse industries. Motivations for integration include gaining a unified view of customer data, improving decision-making capabilities, enhancing operational efficiency, and ensuring strategic alignment across organizational functions. Strategies employed by organizations include cross-functional collaboration, investment in scalable technology platforms, and leadership commitment to drive successful integration initiatives. Despite the potential benefits, the integration process presents challenges such as data integration complexities, technical interoperability issues, and organizational resistance to change. Addressing these challenges requires robust technological solutions, effective change management strategies, and a proactive approach to data governance and security. The study identifies significant outcomes from integration efforts, including improved operational efficiency through streamlined processes and optimized resource allocation, enhanced customer insights leading to personalized experiences, and strengthened strategic decision-making supported by real-time analytics.
Keywords
supply chain analytics; customer relationship management (CRM); integration; operational efficiency; decision-making; challenges; outcomes
Subject
Business, Economics and Management, Business and Management
Copyright: This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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