Principles of Supply Chain Management, Second Edition, 2nd Edition

107A System to Meet Customer Needs

the fundamental downstream supply chain processes, including marketing, sales, and

aftersales services. Collaborative CRM functions help the entire organization efciently

and effectively communicate with internal and external customers across the supply

chain. Analytical CRM functions provide insights on customer behaviors and perceptions

of product features, price, and service. Business intelligence can be improved with the sup-

port of analytical CRM functions.

The success of CRM practices depends on a company’s capability to leverage cus-

tomer information in B2B and B2C channel relationships (Christiaanse and Venkatraman

2002). Companies can customize these channels in two ways—relation/transactional

and ...