 building customer relationship includes not only developing a strategy how to engage with the customers but it also includes building relationship within the company within different departments available in the same company means the marketing and the relationship building is not enough to leave the marketing department but the marketing department interacts with the company and with a lot of people so that a better value created so that is called partnership or the partner relationship management which involves closely working with the partners in other departments of the company and also outside the company to jointly bring greater value to the customers any your marketing team it may work with the manufacturing it may work with the research and development it may work with the sales team so that how can we make a better product how can we improve our product features how can we get the best product in the market may last again here it may interact with the financial team as well it may interact with the purchase department as well in order to look and see is there a possibility to further lower down the cost of the product so that we can offer a better quality product at a lesser price to the customer so to create a better value to the customers and which satisfies them even more than their expectation partners inside the company is every function area interacting with customers that is possible electronically that you do meetings on zoom with them and track the department where it is located or you make a cross-functional team that is related departments who are related to functional areas take a representative from them and give a team face and the team interacts with each other they group together and they think on this and try to create a better value for the customers so that he is the most satisfied customer so this is an engagement this is a partnership with other departments through which the quality of the product is improved and this is not possible if only this value creation element is limited to marketing team partners outside the company is how market connect with their suppliers channel partners and competitors by developing partnerships so this is the interaction this is the partnership which we said that cross functional areas within the company should be for creating better value it is not limited here in fact we go even beyond we are able to interact and relate to the outsiders which are connected with the company maybe we are interacting to the supply chain members downward or upward your distribution channel you can interact with them so that how customers can reach the products quickly how you can reach the product at a low price maybe by eliminating certain additional or extra distribution channel member maybe asking them to reduce their profit margins maybe asking them and engaging them to sell the product at a fixed price the supply is coming to the company the different suppliers so maybe you do have a team we have made cross functional you interact with them and convince them to provide the raw material at a cheaper price maybe the better raw material better quality raw material okay, they both are a good source of information as well, the distribution and the supplier, so if you interact with them, you will relate with them, so you can improve your product, your value creation, its quality, supply chain is a channel that stretches which we talked about that stretches from raw material to components to final products to final buyers a supply chain to the new elements upstream and downstream to raw material say the semi-finished goods supplies are where it starts and it runs the product's final we dispose of the final product which is delivered to the customer, so relating to all this and the supply management and as we have said that the distribution of raw materials, apart from this, the various strategic partners with whom you have done partnerships, who are involved in your strategy maybe certain service providers like advertising companies, maybe strategic alliances you have done strategic alliances with the supply chain members, let's say you say that the product will not have a long distribution channel, it is a selected company, one or two with whom you have done alliances and only through them you will sell your product in the market, it can be a renowned or a big company, similarly maybe you have entered into a strategic alliance with the suppliers at some point, maybe supplies of certain services, maybe supplies of certain raw materials, so whosoever are your partners or strategic partners or alliance partners, so you interact with them and keep this particular objective in front of all of them that how we can create better value for the customers so that he is more satisfied customers in terms of product quality as well as the price which we are offering.