SECTION 1:

SECTION 2:

6. Having explained the value of integrating CRM as part of Supply Chain Management, select a company of your choice (either the organisation that you are currently working for, a previous employer or a suitable published case study). Using this example, explain either how an integrated CRM strategy and SCM is currently enhancing the organisations overall performance or could enhance its overall performance if integrated effectively. Support your discussion with the relevant theory from part 1. Include discussion on how important data gathering and knowledge is in terms of implementing CRM within this organisation.

Section 1 is seeking your understanding of the value of integrating CRM as part of Supply Chain management, so in order to achieve this you need to draw on relevant theory on the subject. Remember when drawing on material, whether directly or indirectly, to reference the sources correctly. You will see from section 1 that the question is providing you with guidelines in relation to the structure of the response, so be sure to check that you are satisfied that all areas are adequately addressed in your answer.

Section 2: assesses your ability to apply this theory to a real-life example, therefore ensure that you show how this is applied in the case you have selected.

"Total customer satisfaction demands a relationship with the customer that must be genuine, otherwise people will spot it's inauthenticity" (Robson, 2012) 1. Based on the above quote, explain why it is critical that Customer Relationship Management (CRM) should be an integral part of Supply Chain Management practice. 2. Include in your answer an understanding of SCM and how it can provide competitive advantage to an organisation. 3. It is important also to demonstrate an understanding of CRM. 4. Examine how an understanding of value creation is important to improve the overall performance of an organisation 5. How can CRM be integrated into the organisation, why it is important to keep the customer at the forefront of all activities and processes employed to deliver the product or service