Predictive Order Routing and Fulfilment Optimisation Using CRM Customer Insights

The convergence of Customer Relationship Management (CRM) systems and predictive analytics is transforming order fulfilment and logistics operations. This review explores how CRM-derived insights, such as customer preferences, behaviour patterns, and transactional history, can optimise predictive order routing and intelligent fulfilment in modern commerce. Through an analysis of recent studies, theoretical models, and empirical results, it demonstrates that integrating CRM data with AI models significantly improves routing accuracy, reduces delivery times, and enhances customer satisfaction. Looking ahead, companies are already experimenting with real-time CRM platforms, privacy-first analytics, and IoT-driven fulfilment. These advances, together with emerging industry standards, are beginning to define what the next generation of smart logistics will look like.