C U S T O M E R R E L A T I O N S H I P M A N A G E M E N T
a k e y p o i n t i n k e e p i n g c o m p e t i t i v e
a d v a n t a g e s o f l o g i s t i c s p r o v i d e r s
S u p p l y C h a i n M a n a g e m e n t – M a r t i n H u n t e r Ör e b r o U n i v e r s i t y – J a n u a r y 2012
M a t t h i e u A u g e r e a u & W e i s h i K o n g
Abstract
Effective customer relationship management can improve the operating efficiency and can boost company profits. It plays an important role in modern enterpri management. Due to the fact that products of logistic companies are often homogeneous, the competition in the logistic industry is very inten. Logistics enterpris generally realized that the key point to keep competitiveness is to keep their customers first. So, logistics companies start to build a customer-focud, demand-facing customer relationship management system. Experience shows that it can greatly improve customer satisfaction and enterpris’ profitability. It also can help to expand market, and continuously improve c
ore competitiveness. In this article, we will briefly explain what CRM is, and how it works in practical application. Finally, we’ll give our suggestions to logistics companies about how to improve their CRM strategy in the future.
东野圭吾推理系列04Key words: Customer Relationship Management, logistic companies, FedEx Corporation.
Table o f c ontents Introduction. (1)
Methodology (2)
I/ CRM applied to logistics (3)xanax
1. Definition of Customer Relationship Management (3)
2. How does CRM Works? (4)
a) The customer classification bad on customer profitability (4)
b) CRM Process (5)
3. Why using CRM: The basic advantages (8)
II/ CRM as a solution to differentiate from competitors (9)
1. Standing out from the competition (9)
a) Being customer centered (9)
b) Bring the customer clor (10)
2. The advantages to logistics enterpris (10)
a) To increa customer loyalty (10)
b) To build a barrier (11)
c) To reduce the total cost (11)
3. Suggestions to improve companies’ CRM (11)
III/ Analysis: FedEx Corporation CRM (13)
1. FedEx CRM systems (13)
a) Databa (13)
b) Calling center (13)
c) Website (14)
2. The reasons of the utilization of CRM (14)
Conclusion (16)
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References (17)
Appendix (21)
Introduction
According to the law of supply and demand, supply chain companies have to increa customer demand. One of the most well known solutions to increa it is to take care about its customers by developing a Customer Relationship Management strategy. CRM is a business strategy to manage t
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he connection between the company and customers, using methods and technologies. The goals are to find and gain clients, keep tho the company has so far, and save marketing costs.
whcaCompanies divide customers into three groups (large, medium-sized, and small customers) to be able to have a specific relationship with each of them. A CRM process has been developed. It has four steps: a customer relationship formation process, a governance process, a performance evaluation process, and an evolution process. The goal is to create a long-term relationship with customers, providing them
a unique rvice.
Therefore, to differentiate from the competition, developing a Customer Relationship Management strategy is crucial for logistics providers. And the question is: How Customer Relationship Management can help logistic companies to differentiate from competitors?
To answer this question we will begin with explanations about CRM, its process and its advantages for companies. Secondly, we will study CRM necessity for companies and try to find ways to improve it. Finally, to analyze CRM development
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in the logistic industry, we decided to take the example of FedEx Corporation. It is a logistics rvice company bad in the United States and world leader in express delivery. The company was founded in 1971 and FedEx started to go global in the mid-1980s. Today, FedEx transports more than 3,2 million parcels and documents per day and employs more than 290,000 employees. (, About FedEx)
1
Methodology灵格风
Looking for an object of study, two significant topics emed really interesting: management of the supply chain and value added rvices. We decided to focus on Customer Relationship Management, a subject that linked both topics together. It is a major issue for companies to take care of in order to keep their customers. It plays an important role in the customer choice to be loyal with the company or to change for another one.
There is a high amount of literature that can be found when looking at CRM. We supplemented our literature arch with looking on the Internet to guide us through the information needed to complete our study. In the first part of the rearch, we focud on general explanations about CRM (process
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and advantages) using the Internet. After getting a first general overview, we decided to concentrate on its advantages and the opportunity it gives to gain customers by providing a specific rvice. Having finished the general parts, it was necessary to find an appropriate example to show how companies really u it. We cho to take FedEx Corporation as
an example becau it is one of the biggest logistics companies in the world and it has
an extended CRM strategy.
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We decided in our paper to focus on concept explanation, ways to improve that concept and analysis using the example of a company.Most importantly, we tried to analyze the esnce of our object of study to give a preci and understandable answer
of our problematic.
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