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Customer Relationship Management (CRM) and Supply Chain Management. In today's global competitive market, first class products no longer guarantee success in the aggressive battle for market share. To be successful, organizations need to increase their productivity and reduce costs. To survive in the present global competitive environment, organizations need to show a heightened awareness to customers' needs. Hence, there is an increased focus on a customer-centric business models and integration of supply chains to enable …

…are required for CRM, and to efficiently transform this information into useful knowledge. Technology also enables a company to interact with its customers in ways that provide value to the customer, as well as makes it easier for the customer to do business with them. However, leveraging this customer knowledge to make better business decisions and to be responsive to customers remains the responsibility of individual managers and workers at all levels within the company.