APICS Certified Supply Chain Professional (CSCP) — Question 40

A retailer wants to implement customer relationship management (CRM). The first step in the implementation process is to:

Answer options

• A. update the customer master file
• B. become customer-centric
• C. decide on CRM software
• D. select an implementation partner

Correct answer: B

Explanation

The correct answer is B because becoming customer-centric is essential for any CRM implementation, as it focuses on understanding and meeting customer needs. Options A, C, and D are important steps but come after establishing a customer-centric mindset, making them secondary in the implementation process.