IT Infrastructure V: Customer Relationship Management

Young Won Park () and Hiroki Kikuchi
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Young Won Park: Saitama University, Graduate School of Humanities & Social Sciences
Hiroki Kikuchi: Saitama University, Graduate School of Humanities & Social Sciences

Chapter 10 in Analog–Digital Transformation Strategy, 2026, pp 227-246 from Springer

Abstract: Abstract This chapter explains how CRM shifts manufacturing from product-centered competition toward customer-centered value creation. Historically, manufacturing firms relied on internal excellence in engineering, production, and quality, while customer knowledge remained embedded in personal relationships and tacit experience. CRM changes this logic by transforming customer interaction into structured organizational knowledge. The chapter argues that CRM is not simply a sales tool but an outward-facing infrastructure that captures customer histories, service encounters, usage patterns, and relational signals and feeds them back into decision-making across the firm. From an ADX perspective, CRM converts localized analog customer understanding into scalable digital memory without eliminating contextual interpretation. The chapter also highlights the growing importance of CRM under servitization, lifecycle services, and customer journey management, where long-term interaction becomes central to competitiveness. CRM therefore serves as the customer-sensing layer of the broader IT architecture, linking market experience with design, operations, and service innovation in manufacturing organizations.

Keywords: Customer relationship management (CRM); Customer integration; Servitization; Customer journey map; Market feedback (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-92-0937-8_10

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DOI: 10.1007/978-981-92-0937-8_10

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