Your CRM is only as good as your ability to deliver to your customers. So why not merge supply chain management data with CRM to gain a holistic view? It’s not that simple.
It may be natural to think that someone with “CRM” in his title spends most of his time thinking about customers. But not Ven Bontha, CRM director for Cemex, the nation’s second-largest manufacturer and distributor of cement and concrete. “People ask me what my job entails,” Bontha says. “I tell them I spend most of my time managing our supply chain. Our customer experience revolves around our ability to supply them with our product.”