Discuss how the digital world has transformed CRM practices and relationships between customers and companies.

Wisner, J. D., Tan, K.-C., & Leong, G. K. (2019). Principles of supply chain management: A balanced approach (5th ed.).

Prior to beginning work on this discussion forum, read Chapter 10 of your textbook and Macnish and Ana’s (2019) article, Case Study—Customer Relation Management, Smart Information Systems and Ethics (Links to an external site.).

Based on the content presented in these readings, describe the strategic importance of CRM, and discuss how the digital world has transformed CRM practices and relationships between customers and companies.

SAMPLE SOLUTION

Customer Relations Management (CRM) is a strategic plan that is often used to manage the interactions with existing as well as proactive customers. Through CRM, it is possible for businesses to streamline processes, establish customer relationships, enhance their sales and finally achieve improved profitability. There are notably other strategic aspects that make CRM an important strategic issue that every organization has to consider. For instance, it helps to increase the level of collaboration and coordination between organization and customers as well as enhancing the level of satisfaction of customers. Proper relationship management is also critical to the marketing optimization since organizations are in position to underscore what the expectations of the customers are and how to effectively respond to such expectations.
The digital world has played a remarkable role in transforming customer relations management. Through technology such as artificial intelligence and the internet of things, organizations can easily predict customer behavior and as such,..