CRM, Customer Relationship Management and SCM, Supply Chain Management, although distinctly different, go hand in hand to ensure the smooth functioning of businesses. CRM is primarily used in the domain of sales and marketing whereas SCM pertains to acquisition, manufacturing and distribution. Both the systems together help the companies to keep track of the information related to their businesses.
CRM software is designed to keep in mind the requirements of the end customer and the relationship of the customer with the company. It helps the sales process to run smoothly and is designed to be customer-centric. CRM helps maintains uniformity. All the departments have access to the same database to maintain a record of customer interaction, hence, eliminating duplicate work. CRMs can also record the customer-company interactions via various platforms such as telephone or emails. Some of the advanced CRM is created to predict the future purchases of clients based on their previous shopping behaviour.
On the other hand, SCM software is responsible for tracking and executing the overall process from design, procurement, production, distribution and delivery. The SCM software is designed to reduce errors, risks and overall costs. It also helps maintain easy records of the inventory and the stocks.
CRM is used by the companies to check the relationship between marketing campaigns and return of investments. Also, the CRM facilitates the smooth functioning of the customer service departments by keeping a record of all client interactions. Whereas the SCM deals with end to end process support and hence pertains to all the departments from accounting, customer service, production and logistics.
Most companies use both the software together to ensure flawless operation. For example, 72 Networks is a new age company that is the cross-selling business partner to many reputed MFIs like Bharti Financial Inclusion Ltd., Midland, Arohan, Spandana and Fullerton. It procures its products from OEMs and major brands like Samsung, Nokia, MI, Maharaja and Swinger. 72 Networks is known for delivering consumer household durables to the most remote parts of the country. They have 46 dedicated warehouses in 14 Indian states to strive for last mile delivery in 72 hours. Now, to expedite such a complex process, companies like 72 Networks need both CRM and SCM software. In this case, 72 Networks has developed indigenous CRM and SCM software. Pragati Stock and Pragati CRM are SAAS based platforms that give an end to end process support. They support sales management, deliver feedback and insights and facilitate team communication. They also allow all operations to be carried from a single platform and hence, integrate uniformity and bring consistency in work.
In a nutshell, the CRM is related to clients, prospects, business and leads whereas, SCM pertains to products, inventory and internal company processes.
