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Digitization and Customer Intelligence

Digitization and Customer Intelligence


The Digitization & Customer Intelligence Task Force web hub is ASA’s central resource to help members navigate the shift from product-centric to customer-centric business models. The site provides a comprehensive roadmap for leveraging CRM, ERP, and AI tools to build customer intelligence and drive growth. Members can assess their organization’s digital readiness through an interactive assessment, access real-world case studies, how-to guides, webinars, and other resources, and stay informed about upcoming events and task force initiatives. Designed as a growing hub, it connects ASA members with insights, tools, and expertise to accelerate their digital transformation journey.

 

Turning Data and Technology into Stronger Customer Relationships

The ASA Digitization & Customer Intelligence Task Force helps distributors and manufacturers harness CRM, ERP, and AI to better understand customers and drive growth.

From Product-Centric to Customer-Centric

For decades, success in distribution meant mastering the product — inventory, pricing, and logistics. That’s a product-centric model: efficient, reliable, and focused on what’s sold.

Today, the advantage goes to companies who understand who they’re selling to. A customer-centric organization connects data across CRM, ERP, and AI tools to understand buying behavior, anticipate needs, and strengthen relationships that drive growth.

ASA’s Digitization & Customer Intelligence Task Force exists to guide that shift — providing practical tools, shared insights, and real-world examples of how distributors and manufacturers are putting customer intelligence to work.

Is Your Organization Ready for Customer Intelligence?

Find out how ready your business is to turn data into insight. ASA’s Readiness Assessment examines five key areas — People, Process, Technology, Data, and Strategy — to help you see where you are today and identify your next steps.

START THE ASSESSMENT

You’ll receive personalized insights and an optional follow-up Zoom meeting with a member of ASA’s Digitization & Customer Intelligence Task Force, who will help interpret your results and provide tailored guidance for next steps.

FAQ:

Who should take it?
Anyone leading CRM, ERP, or digital transformation initiatives.

How long does it take?
About 10 minutes.

What happens after?
You’ll receive a summary of your results and can schedule a brief Zoom conversation with an ASA task group member to discuss opportunities and next steps.

About the Task Force

Mission Statement:
The Digitization & Customer Intelligence Task Force helps ASA members institutionalize customer intelligence through education, shared resources, and collaboration — enabling data-driven growth across the PHCP and PVF industry.
The Task Force brings together digital and sales leaders from across the PHCP and PVF industry to guide members in their CRM and customer intelligence journeys. The group focuses on turning strategy into action — developing practical resources, readiness tools, and case studies that distributors and manufacturers can apply today.

Questions?
Contact the ASA Innovation Team

Questions?
Contact the ASA Innovation Team

Join the Digitization and Customer Intelligence Group

Advance How Our Industry Understands and Serves Customers

The Digitization & Customer Intelligence task group is developing the frameworks, resources, and best practices that help PHCP and PVF companies strengthen customer engagement and improve decision-making. Our work focuses on guiding members through CRM readiness, adoption, and long-term success—equipping organizations to use data more effectively across sales, marketing, and service. Join industry peers committed to elevating customer intelligence across the supply chain. If you believe stronger customer insight drives stronger performance, this is where you can make an impact.

Apply Now