Aligning CRM Objectives With Manufacturing Agenda

This is an aspect of CRM that is indeed worth a thought by industry worthies – how to align CRM and manufacturing. CRM focuses on the customers and aims to make the entire process customer-centric whereas most manufacturers belong to the school of thought that extols lean manufacturing where emphasis is placed on productivity and performance. CRM projects succeed only when the CRM philosophy is embraced across the organization and measurable customer-centric process are in place across the value chain.

The difficulty is in balancing lean manufacturing where the emphasis is on cutting costs with a customer-centric approach. CRM companies are finding it difficult to sell the concept of CRM to manufacturing companies. One of the issues that CRM vendors find discouraging is the trend of treating CRM as a desktop application with no strategic backing or accompanying changes in the thought processes of the company. Commence which provides on-premise as well as hosted CRM, has come up with a detailed list of forty best practices for industrial marketers that will help them to sell more effectively and obtain ROI more quickly.

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