The Many Interfaces of Customer Relationship Management

Whereas the customer used to be internal-one of your company's departments--now, it's mainly external, whether a trading partner or an end user. In any event, there are interfaces between customer relationship management and supply chain management to be aware of, says Nari Viswanathan, Aberdeen Group research director. For example, in manufacturing, the sales side must know what the supply chain can deliver, and when. Viswanathan discusses the role of forecasts and the degree of data granularity needed to make these interfaces work smoothly. [Run Time (Min): 11:13]