Customer Relations Management: Integration and Satisfaction


High customer integration and satisfaction are some of the key traits of great supply chains within organizations. Customer integration refers to the process of using technologies to enhance communication between an organization and its clients. It is an important aspect of customer relations management (CRM), and it gives clients an opportunity to participate in the processes of product development, marketing and delivery. Organizations recognize that customer satisfaction is an important element of their success. Therefore, they use the information that they collect from their CRM systems to provide better products and services, streamline supply chains, and anticipate customers’ needs. Great supply chains are characterized by loyal and satisfied customers. This is usually achieved by allowing clients to participate in the processes of product design and delivery based on their needs and preferences.


In today’s business world, stiff competition has compelled organizations to integrate their customers into their supply chains in order to increase their earnings and enhance customer satisfaction. In that regard, the customization of products and services has increased, supply chains have become customer-oriented, and the services provided are highly flexible. Customers have become more demanding as the awareness regarding the quality of the goods and services that they require increases. Moreover, businesses are becoming more concerned about the customers’ opinions concerning their products and services. The adoption of customer integration strategies in a supply chain necessitates a different approach to new product development and a better understanding of customers’ perceptions of the value they obtain from products and services.

Customer Integration

Customer integration refers to a key element of customer relationship management (CRM) that involves the application of technology to establish direct contact between clients and the organization. In the contemporary world, the customer has become an important component of any company’s goal of creating value. For example, Dell Inc. has applied this concept successfully because many products are designed based on the specifications and suggestions of patrons. Many businesses have embraced the active integration of customers with regard to the manufacturing of products and the provision of services (Minagawa, 2019). This concept is applied in both the upstream and downstream processes. Customers take responsibilities that are usually assigned to employees, and as a result, they influence the performance of the company. Integration plays a key role in the creation of an important aspect of organizational successes referred to as customer satisfaction (Minagawa, 2019). In today’s business world, the presentation of products as well as how they are marketed is determined primarily by consumers.

Integration serves several purposes in an organization. First, it enhances communication between the business and the client. The application of technologies eliminates the need for middlemen. Second, it aims to create customer retention and loyalty (Minagawa, 2019). Third, it aims to improve marketing and make it more targeted. It is easier for customers to communicate their needs and provide feedback on their experiences with the goods and services that they purchase (Poirier et al., 2009). Organizations can use that information to offer better services that are based on individuals’ preferences. Fourth, customer integration aims to improve the [process of tracking customers and identifying prospective ones (Minagawa, 2019). Fifth, it aims to improve the focus of the organization by providing goods and services that the customers want and need (Minagawa, 2019). Companies make loses and lower their revenues when they provide goods and services that they think the customers want. They waste money on marketing, trying to convince people to try the new products.

The most important aspect of customer integration is a focus on the customer. Organizations achieve this by collecting and storing data about their clients. For example, they could collect information about buying patterns, income levels, and personal preferences. This information helps businesses to provide better services and products and anticipate the needs of their clients (Poirier et al., 2009). They develop new products based on their customers’ preferences and needs. Customer integration approaches encompass different roles that are useful in organizational processes such as innovation and product development (Minagawa, 2019). Examples include co-designer, quality-controller, co-producer, service-specifier, and co-marketer. These roles give customers the freedom to give suggestions on how a product is designed, marketed, and delivered.

Customer Satisfaction

Customer satisfaction is the hallmark of a successful supply chain. It can be defined as the degree to which consumers are satisfied with a certain product or service. The main focus of any business should be to satisfy the needs of its clients. This should apply to all business or organizations, including service agencies, manufacturers, government institutions, and nonprofit organizations. Customer satisfaction emanates from numerous aspects that include perceived value, perceived quality, and the fulfillment of certain expectations (Poirier et al., 2009). It is expressed in two main ways: loyalty and complaints (Schweitzer & Tidd, 2018). Businesses should collect information from these two sources in order to improve the provision of services and products.

Customer satisfaction is important to organizations for several reasons. It is a competitor differentiator, brings repeat clients, establishes loyalty, enhances revenue, it boosts brand popularity and reputation, and it reduces marketing expenses (Poirier et al., 2009). Satisfied customers become loyal because of their belief in a brand. In that regard, they give repeat business and become part of a brand’s bottom line pillar. Losing clients because of poor services has a negative effect on a company’s sales revenue. Satisfied customers trust their preferred brands, and they will act as support pillars during difficult times (Schweitzer & Tidd, 2018). Customer satisfaction also boosts brand reputation and value, and lowers marketing expenses (Poirier et al., 2009). Satisfied consumers will tell other people about the exceptional services that they receive, and this will earn the brand-new patrons. The word-of-mouth advertisement enhances the credibility and popularity of the brand and introduces new customers that increase revenues.

Integration and Customer Satisfaction

Integrating systems in a business allows employees to access information from a single source, thus shortening the response time to inquiries. It improves the process of tracking orders and finding out whether they were delivered to customers in a timely manner (Poirier et al., 2009). The ability to readily access information means that employees can create consistency in service provision and build customer satisfaction. Moreover, the availability of end-to-end information allows employees to understand trends better and improve the accuracy of their forecast regarding clients’ needs and expectations (Kumar, & Reinartz, 2018). This provides a holistic insight into customer behavior and expectations, and it gives the company an opportunity to provide products and services that are tailored to the needs of consumers. Moreover, the business uses the information to create effective promotions and create products that will retain patrons and attract new ones. Customer relations management (CRM) is one of the integration strategies that companies use to streamline supply chains and increase their earnings.

Customer Relations Management and Supply Chains

Customer relations management refers to the process of managing interactions between an organization and its clients that usually involves data analysis. It is used by businesses to manage interactions with customers, and it could be useful in streamlining supply chains. CRM systems are used by firms to streamline processes, increase revenues, and improve the quality of customer service (Kumar, & Reinartz, 2018). CRM has a direct influence on supply chain efficiency. Therefore, it is important for organizations to develop a CRM system that aligns with the requirements of an efficient supply chain.

The implementation of a CRM system can improve the efficiency of a supply chain in various ways. Firstly, an organization can individualize the provision of products and services to cater to the needs of each customer (Kumar, & Reinartz, 2018). Data analysis reveals critical information such as purchase patterns and preferences that could be used by firms to customize their products and services to suit the needs of clients. Customization increases the perceived quality and value of products, and this increases satisfaction. Secondly, CRM allows firms to provide high-quality services through the accurate and timely processing and delivery of orders (Kumar, & Reinartz, 2018). This enhances the customer experience as well as the perceived quality of the services offered. Thirdly, CRM helps companies to manage relationships during the various stages of growth, from initiation to termination (Kumar, & Reinartz, 2018). The information that is gathered through CRM systems improves service delivery and lowers the need for interaction with businesses for problem-solving. Quality service delivery strengthens supply chains because clients get exactly what they need without delay.

Customer Satisfaction and the Supply Chain

The performance of an organization’s supply chain is one of the key determinants of customer satisfaction because of its impact on timely product and service delivery. In that regard, effective supply chain management is beneficial to both clients and businesses. A company’s supply chain is an important customer service tool because it dictates the price and delivery of products and services (Hugos, 2018). An efficient supply chain gives brands a competitive advantage that allows them to increase revenues and expand their market presence. In addition, it allows them to meet the expectations of customers with regard to the quality of products and their delivery (Hugos, 2018). Supply chain strategies that could be used to improve clients’’ satisfaction include improving on-time delivery, using technology to improve visibility and track inventory, and adopting agile inventory strategies.


The success of any organization is largely based on the satisfaction levels of customers regarding the products and services that they purchase. Satisfying clients by providing services that fulfill their needs is one of the most important goals of any business. In order to provide better products and services, companies should consider adopting the concept of customer integration. It is important for organizations to adopt technologies that enhance their interactions with clients so that they can provide quality services on a daily basis. A key element of integration is customer relations management, which involves the management of interactions between an organization and its clients’. Organizations should use information from CRM systems to customize the products and services that they offer so as to enhance customer satisfaction. It is also important for firms to create efficient supply chains that meet the expectations of consumers with regard to the quality of products and their delivery. Successful companies have learned how to implement customer integration in their supply chains in order to create customer satisfaction, increase revenue sales, and raise profitability.


Hugos, M. (2018). Essentials of supply chain management (4th ed.). John Wiley & Sons.

Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and tools (3rd ed.). Springer.

Minagawa, Y. (2019). Building a responsive and flexible supply chain. World Scientific Publishing Company.

Poirier, C., Quinn, F., & Swink, M. (2009). Diagnosing greatness: Ten traits of the best supply chains. J. Ross Publishing.

Schweitzer, F., & Tidd, J. (2018). Innovation heroes: Understanding customers as a valuable innovation resource. World Scientific Publishing Europe, Ltd.

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