A student once asked me this question while preparing for the CSCP examination.
His frustration was understandable.
The CSCP curriculum covers strategy, marketing, customer relationship management, supply chain design, technology, risk management, and much more.
His question was simple:
“Why should a Supply Chain professional learn CRM?”
My answer was equally simple.
Because Supply Chain is increasingly becoming a pathway to the C-Suite.
And no one can lead a business without understanding customers.
Early in my career, I was viewed largely as a manufacturing and supply chain professional.
When I was later chosen to lead a manufacturing joint venture in a foreign country, there were understandable questions:
“Does he understand the market?”
“Can he handle customer-facing challenges?”
The answer came sooner than expected.
Our company faced intense competition from low-priced imported products. The challenge was not merely operational. It was commercial.
I spent time with dealers, listened to customer concerns, participated in roadshows, and worked with the sales team to understand what the market truly valued.
Eventually, we developed a product positioned specifically to address a customer segment that was being attracted by low-cost imports. The 4Ps of Marketing are not the exclusive prerogative of Marketing Professionals! The leap in the company’s market share of that product was an eloquent testament to what an appreciation of the nuances of the Supply Chain can yield!
The lesson was unforgettable.
Supply chain decisions do not begin in the factory.
They begin with customer needs.
Forecasts, inventory policies, sourcing decisions, production schedules, logistics networks, and even product design ultimately exist to serve customers.
The best supply chain professionals understand not only products and processes.
They understand people, markets, and customer behavior.
That is why CRM belongs in every supply chain professional’s toolkit.
Real life examples form an inevitable part of my lectures in CSCP, CPIM and CTSC. I love the interaction with young Supply Chain Professionals. My forthcoming programs may be seen on this website.