Review of Supply Chain–Integrated CRM Systems for Business Agility
DOI:
https://doi.org/10.63282/3050-922X.IJERET-V3I1P116Keywords:
Supply Chain, Customer Relationship Management, Business Agility, Integration, Interoperability, Digital TransformationAbstract
Customer relationship management (CRM) that is built in supply chains has become a key component in the realization of business agility in very dynamic and competitive markets. The objective of the review is to investigate how well the processes of supply chains integration with the CRM systems can be used to achieve the responsiveness, effectiveness and customer-focus and to explain the major obstacles which restrict the wide implementation of the strategy. This research reviews in a systematic manner peer-reviewed articles that were written after 2015 and those that discuss the nexus between the supply chain management and CRM. The thematic synthesis was used to analyze integration, enabling technology, and business outcomes. According to the review, SC-CRM goes with enhancing collaboration between different stakeholders, better demand forecasting, real-time decision making and customer loyalty due to a more person-centric approach. Other challenges that are identified to hinder simple adoption because of the interoperability, data silos and non-standard are also discussed. The review offers a synthesizing view of supply chain and CRM as opposed to the existing literature on the subject which attempts to isolate the two concepts because the two concepts are conjoined in achieving resiliency and flexibility in the organization. It still indicates that Blockchain, Cutting-edge technology includes artificial intelligence and big data analytics, that are disruptive to the development of next-generation SC-CRM systems.
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