One of the major challenge in today manufacturing is to make coincide supply chain management (SCM) and customer relationship management (CRM).
The major objectives of supply chain management in the customer point of view are:
1. Sufficiently fast deliveries
2. Flexibility to meet market uncertainty
3. Inventory optimization to keep the costs low
To serve the customers the best it is theoretically possible to serve them individually with customized bundles of goods and services. However going too far in customization would ruin efficiency of Supply Chain Management. It is important to match the demand forecast and the supply forecast. That is why to make a demand planning from the customer data is crucial in supply chain management: Reliable information flows contribute to high efficiency.