Sinergi Manajemen Hubungan Pelanggan atau Customer Relationship Management (CRM) dan Manajemen Rantai Pasokan atau Supply Chain Management (SCM) dalam Meningkatkan Kinerja dan Kepuasan Pelanggan di Era Digital

Abstract

In today's digital era, the combination of Customer Relationship Management (CRM) and Supply Chain 
Management (SCM) is critical to improving operational performance and customer satisfaction.  
However, challenges in implementing this integration are still often encountered in various companies.  
This research aims to analyze the synergy between CRM and SCM and its impact on performance and 
customer satisfaction.  The research method used is a qualitative approach with case studies and 
literature reviews to obtain comprehensive data regarding the implementation of CRM-SCM integration 
in companies. The research results show that CRM-SCM system integration supported by digital 
technology is able to increase operational efficiency and strengthen customer relationships, which 
contributes positively to improving company performance. The results of this research show that 
companies can utilize digital technology as the main facilitator and implement CRM and SCM 
integration effectively