What is a main advantage of customer relationship management (CRM) and supplier relationship management (SRM) integration?

The integration of customer relationship management (CRM) and supplier relationship management (SRM) offers the significant advantage of allowing customers to collaborate directly with suppliers during product development. This integration fosters improved communication and alignment between customers and suppliers, enabling joint efforts in innovation and customization. When customers can engage suppliers early in the product development process, it results in a better understanding of customer needs and preferences, ultimately leading to products that are more tailored to market demands.

This collaborative relationship not only enhances product quality and market relevance but also builds stronger partnerships, creating a more agile and responsive supply chain. Other options, such as eliminating contracts or reducing the need for performance metrics, do not accurately reflect the benefits derived from integrating CRM and SRM.