One of the trends in information systems in recent years is the increasing strength of customer/supplier intimacy. Organisations have been using information systems to increase loyalty and develop stronger relationships with customers. Having a strategy on customer/supplier intimacy makes customers and suppliers important stakeholders within the organisation and they will feel more valued.
With the increased use of the Internet, developing a strong relationship with both customers and suppliers is crucial for survival in such a competitive market where consumers have access to any information.
In relation to suppliers, information systems have enabled suppliers to have access to production schedules of the firm and so, they have more notice of when to have materials ready. On the customer side, information systems allow firms to keep track of preferences so they can make future recommendations to customers or they will not need to ask the same questions every time the customer uses their good/service. An example of this is in hotels when an information system can store information about preferred check-in times, tv programmes etc.