Senior leadership can have a clear and accurate assessment of their organizations and internal customer-facing activities (Jacewicz and June-Suh, 2015). REI's senior leadership strategy can use CRM as a tool to stay close to consumers, particularly by offering a social networking component to CRM implementation. Social networking allows the company (REI) to become part of the conversation and monitor future trends and desires of consumers. Today's CRM applications are evolving into social customer relationship management (SCRM) systems. The SCRM concept is a perfect fit for REI, with REI's mission to provide customers with the best outdoor gear, the SCRM can be used by the company to create a collaborative customer experience (Jacewicz and June-Suh,