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Customer Relationship Management

Supply chain organization is considered as being customer-centric, where strong commitment to customers at all levels has been and continues to be the success factor. Customer Relationship Management (CRM) highlights the increase of customer value and the satisfaction of customer needs as the essence to the sustained supply chain success. While CRM is most often associated with marketing efforts, customer-focused perspective becomes potential consideration as supply chain challenges as being responsive and to develop initiatives of strategic sourcing & supply, commodity strategy and strategic cost reductions.

In the upstream oil & gas industry, there are internal organizations as internal customers that are important to supply chain management that leads to develop an approach of internal customer relationship management (iCRM).

iCRM needs to start with focusing the area of understanding the customer. One of the quick approach is by identifying the +/-20% of departments who consume 80% or more of the time, services, spend of the entire organizations.


It is important to ensure that internal customers know what SCM is and who we are.

Supply chain organization shall define their services from the perspectives of customers. Organization have to show and prove the value they are providing such as: easy access of process, progress and status reporting, ease of supply chain transactions, quick support and problem resolution.

Frequent communication on outstanding orders, projects and problem resolution to be established through ad-hoc and regular coordination meetings or through commonly accessible updated database and embedded feedback to monitor and improve interactions with customers.

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