Customer relationship management (CRM) usually refers to sales activities, and CRM software is commonly purchased, and occasionally used, to track potential customers, existing customers and sales activities.

“Contract manufacturing is unquestionably a relationship business. CRM must manage the relationship bringing maximum value to both parties; CRM is and has been key to successful long-term partnerships. Customers rely on their contract manufacturer for the core of their business, and quality validation, corroboration, open communications and the supplier-customer relationship are critical for success,” says Larry Caretsky of Commence Corp.

According to ISO 9001, manufacturing companies seeking a product definition or answers to service and marketing questions must get such information from their customers. The ISO standard requires companies to establish processes for identifying customer requirements and communicating those requirements throughout their organization, as well as processes for tracking and analyzing customer satisfaction. The standard has direct application for CRM, particularly for contract manufacturers.

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