Making CRM work through supply chain efficiency

CRM failed to work well in reality because it is simply recognized as software. This paper regards CRM as an advanced management philosophy and practice with which organizations achieve enduring profitable growth and long-term value optimization through building and increasing loyalty of potential and current customers. To make CRM work through supply chain efficiency, the CRM strategy, the CRM-ERP integration architecture and the trust between supply chain participants shall above all be carefully considered.