ASA Introduces New Digitization & Customer Intelligence Resource Hub

ASA is pleased to announce the launch of a new resource hub designed to help members navigate the growing demand for customer-intelligence capabilities and modern digital tools. The Digitization & Customer Intelligence webpage provides a clear, accessible path for distributors and manufacturers looking to better understand CRM adoption, ERP integration considerations, and emerging technologies that support stronger customer relationships.
 

This initiative comes from ASA’s newly formed Digitization & Customer Intelligence Task Group, created earlier this year to better support members as customer expectations evolve and business operations become increasingly data-driven. The group’s focus is simple: bring clarity, structure, and practical guidance to an area that can often feel overwhelming or difficult to begin.
 

A central feature of the new page is the Customer Intelligence Readiness Assessment — a tool developed to help members evaluate their preparedness before committing to CRM or customer-data initiatives. Far too often, companies run into obstacles not because of the technology they choose, but because the foundational elements around people, processes, data, and governance aren’t firmly in place. The readiness assessment allows organizations to step back and honestly evaluate those conditions upfront.
 

Members who complete the assessment receive a snapshot of where they stand, where potential gaps exist, and what areas may require attention before moving forward. It’s designed to reduce risk, improve alignment, and ultimately help companies make more confident decisions about their next steps. ASA staff are also available for brief follow-up conversations with members who would like support interpreting their results.
 

The launch of this webpage is the first phase of a broader effort. Additional resources will follow, including case studies, practical frameworks, and educational pieces aimed at demystifying CRM and customer-intelligence strategies. ASA is committed to ensuring members have the knowledge and support needed to modernize customer interactions, strengthen data practices, and adopt technologies in a way that aligns with their business goals.
 

The new Digitization & Customer Intelligence resource page is now available at www.asa.net/Innovation/Digitization-and-Customer-Intelligence. Members are encouraged to explore the site, take the readiness assessment, and use these tools as a foundation for planning their next steps in customer intelligence.