Both Customer Relationship Management and Supply Chain Management have become critical managerial issue for companies to attain competitive advantage over others in today’s rapidly changing business environment. However, in most cases they are studied and implemented separately. If they are integrated effectively, it will create far greater value than that of separate implementation. Here, we propose a conceptual diagram that will provide a basis for building integration strategy of CRM and SCM. Also, we confirmed our studies through real business cases. We have concluded that those companies who have the right integrating strategy appropriate for their business model and their value proposition have been and will be successful in accomplishing their business goals.
