The Relationship Between Supply Chain Management and Customer Relationship Management

Abstract

In the context of Supply Chain Management (SCM) and Customer Relationship Management (CRM), this article aims to study and explain the relationship between SCM and CRM.The article used case studies and literature research to study whether there is a relationship between SCM and CRM, the strength of the relationship, and the limitations of the relationship.There are two companies in detail: Amazon and Emirates.E-retail representative company Amazon through the CRM system to adjust the web interface and adjust the sales model for different consumer groups to attract many consumers.At the same time, Amazon adjusts the supply chain accordingly to improve efficiency and improve customer satisfaction.On the other hand, EA uses an independent CRM system to create a membership system to maintain and promote consumer relations without combining supply chain management adjustments.However, this does not affect the benefits that CRM brings to EA.In addition, the integration of CRM and SCM in small and mediumsized companies and offline retail is of little significance at this stage.Therefore, it can be concluded that the integration of SCM and CRM plays an essential role in online shopping.However, its role in other industries such as aviation and offline retail has not yet been reflected.