The objective of this article is to assist the reader in understanding the journey from traditional Supply Chain Management to Digital Supply Chain Management. It aims to augment the concept of Digital Supply Chain Management with blockchain technology and create an extensive literature review to assist in formulating the gaps and discovering the variables that contribute towards the efficiency of a Blockchain-Based Digital Supply Chain. Moreover, this article aims to validate the impact of specified parameters resulting in customer retention and market leadership for an organization. Digital technologies such as the Internet of Things, blockchain, etc., are disrupting the traditional ways of doing business and creating value propositions for customers. Supply Chain Management is a key business process for an organization that helps them compete in the market. Organizations have seized competition not as individual brands but as supply chains. Digital Supply Chain Management is the implementation of digital technologies to capture customer data at every interaction to create customer engagement strategies. This article provides an empirical analysis of parameters influencing a Blockchain-Augmented Digital Supply Chain resulting in customer retention and market leadership and shows how, through a Blockchain-Based Digital Supply Chain, the business objective of being a customer-centric organization is assisted with the customer data generated at each interaction that is enabled.

Purpose: The purpose of this paper is to build a customer engagement strategy for an emerging market using the Internet of Things (IoT) origin real-time data analytics for a classical retail business to customer domain.Design/methodology/approach: The study presented is twofold. First, it empirically tests a theoretical model where the impact of different parameters influencing customer engagement are validated, and its influence on the resultant parameters, i.e. brand loyalty and brand ambassador, is analyzed. Second, it emphasizes on the use of real-time IoT origin data in customer analytics to determine a customer engagement strategy.Findings: Results indicate that the four parameters, i.e., value propositions basis the buying patterns, loyalty programs, personalized communication and involving the customer in the new development process are influencing customer engagement positively, whereas the parameter loyalty program scores the maximum regression weight. IoT plays a crucial role in generating the real-time data used for generating customer analytics that proves to be vital for the longevity of the organization.Practical implications: The organizations need judicious blend of four parameters such as value proposition based on buying patterns, participation in new product development, personalized communication and loyalty program while designing the customer engagement strategy. Results drawn from the focused group interview highlight the power of IoT origin real-time data in the customer analytics further strengthening the need of customer centricity in an organization.Originality/value: Identified need of building a customer engagement strategy for an emerging market with the help of IoT data is addressed in this paper that is identified as an unexplored area and a research gap.

Objectives: To study the impact of Internet of things (IoT) on the Customer Relationship Management process and evaluate the benefits in terms of customer satisfaction and customer retention. Methods: An extensive literature review was conducting wherein the constructs of CRM and IoT are studied. Various preliminary information on IoT and CRM system along with the components of Digital enablers have been evaluated. References from research papers, journals, Internet sites, statistical data sites and books were used to collate the relevant content on the subject. The study of all the relevant scenarios where there is a possible impact of IoT origin real time data on CRM was undertaken. Findings: Customer demands are continuously evolving and it is very relevant for all the organizations to align and keep pace with the change. Organizations need to be customer centric and agile to the changing market scenarios. Evaluation of the trends in mobile internet vs desktop internet was also conducted to validate the findings. Application: The usage of real time data emerging out of the IoT landscape has become a reality with the data transmitted over the Internet and consumed by the CRM system. It improves the control on the customer relationship function helping the organizations to operate within healthy and sustained profit

This article studies the service process and evaluates the need of a connected customer for achieving customer satisfaction and customer ecstasy, in-turn improving service process excellence for the organization. The method used was an exploratory analysis of research studying the CRM concept and usage data generated from IoT devices. Through a literature review process, various preliminary information constructs on IoT and CRM system with digital enablers are evaluated. References from research papers, journals, internet sites, statistical data sites and books were used to collate the relevant content on the subject. The study of all the relevant scenarios and impact assessment on all the relevant stakeholders was undertaken. Further primary data was gathered from the customer sample and was evaluated to substantiate the importance of connected customer for an organization and its linkage to customer satisfaction. It was found that customer demands are continuously evolving, and it is very relevant for all the organizations to align and keep pace with the change. Connected customers help organizations maintain a complete customer profile, needs, and ability to customize for the individual customer. With this, customers become active participants in the whole ecosystem. The usage of real time data becomes a reality with IoT data transmitted over the internet and analyzed by the CRM system. It gives a better understanding of the customer relationship aspect, helping organizations to operate within healthy financial margins. It also resolves the softer issues arising out of such strategic alliances such as trust and ensures that the organization remains competitive.

Purpose: The purpose of this paper is to study the impact of real-time data emerging from implementation of the Internet of Things (IoT) and netnography on the efficiency of the new product development (NPD).Design/methodology/approach: Customer-oriented organizations are the ones that survive in the market with a flow of new products to the market. Expectations like reduced timelines with quality focus provoke innovations. Customer inputs become the soul for a successful product wherein it becomes important to keep a constant stream of information flow back from the market. Literature review states that real-time data gathering with the implementation of IoT ensures the same. Along with real-time data, researchers have envisaged the need to identify the customer persona before incorporating customer opinion and sentiments vide netnography.Findings: The organization can leverage the collaboration of IoT origin real-time data and sentiment analysis to effectively manage the NPD. Real-time customer data coupled with customer opinions and sentiments prove to be a game changer in the NPD process.Originality/value: The originalities of this study are impact of IoT origin real-time data coupled with sentiment analysis on the NPD process. While impact of IoT origin data is reported in isolation similar to sentiment analysis, influence of collaboration of real-time data with sentiment analysis on NPD process is reported in this study.