客户关系管理在国际快递业中的应用研究

【作者】 杨莉；

【导师】 朱道立； 赵海滨；

【作者基本信息】 复旦大学 ， 项目管理， 2010， 硕士

【摘要】 当前,在企业的经营活动与管理活动中,客户关系管理已成为一项核心内容与主要目标。企业开始认识到,提高客户服务质量与客户满意度是至关重要的。当企业从以产品中心到以客户为中心的企业理念的转型,从标准化服务到差异化、个性化服务的转型过程中,企业将自己的关注转向客户,国内主要的服务机构(如电信、金融、邮政、互联网)都已经普遍建立了基于呼叫中心的客户服务系统,客户关系管理在各类企业中得到了前所未有的重视。对国际快递业而言,行业的核心产品就是服务,客户关系是贯穿整个环节的主要内容。而呼叫中心作为与客户交流的重要窗口,同时也是体现企业优质客户服务的窗口,是国际快递业实现客户关系管理的重要平台。本文针对上述情况,鉴于实施客户关系管理的作用和能为企业带来的利益,以联邦快递为研究对象,运用客户关系管理理论并将分析型客户关系管理理论作为指导核心,在客户关系管理软件系统的有力支持下,利用先进的信息技术,从客户基本信息、业务数据、分类、忠诚度、满意度、和客户流失原因等几方面分析着手,结合联邦快递的客户的特征和在客户关系管理运作上现存的缺陷和不足,构建了联邦快递一个完善的客户关系管理结构体系,并提出了联邦快递客户关系管理运作的基本思路来解决公司在客户关系管理上存在的问题。文本在结构上先对CRM的知识进行了介绍；然后主要研究CRM在国际快递业中的具体管理研究,包括管理理论、管理机制和管理技术；最后本文分析了联邦快递的客户关系管理体系,并就其客户关系管理实施的过程和改善进行了探讨。通过本文的研究,希望能够帮助联邦快递及其它国际快递公司更好的认识客户关系管理的重要作用,利用强大的CRM系统软件的支持,实现客户资源的共享,更有效地收集、分析和利用客户数据,把握好具有多样性和多变性的客户需求,找到对企业最有价值的客户。通过为他们提供有针对性的产品和服务,通过他们的满意和忠诚,为企业带来利润,是公司实施客户关系管理的预期效果得以实现。更多还原

【Abstract】 Nowadays, Customer Relationship Management (CRM) has been a central content and main object of the company’s business management. More and more companies have realized that it is very important to enhance the quality of customer service as well as the customer satisfaction. During the changing from product-centric to customer-centric, the process from standard service to differentiated, personalized service, the companies have changed their attention to customers. Referring to the main local service institutions (such as telegraphy, finance, post and internet), they all have founded customer service system based on call center. In a word, the CRM gained unprecedented attention in all kinds of companies.For the international Express industry, the central product is service and customer relationship is the main content during the whole process. Therefore, the call center which is an important window for communication with customers, as well as the window to show good customer service is the important platform for Express companies to realize CRM.In view of the above-mentioned, the paper takes FedEx as an example for reference. According to the benefits and functions of CRM, this paper will resolve the problems of customer services in FedEx through establishing the architecture of CRM for the company based on theory of analytic CRM. Meanwhile, the architecture will analyze the customer of FedEx on the base of their basic information, business data, sorting, loyalties, satisfaction and etc. under the powerful support of CRM software. Then, the writer provides the basic concept of CRM in FedEx.First, this paper introduces CRM knowledge on the structure. Then, study on practical management of CRM in International Express Service Industry, including International Express Service Industry management theory, management system and management technology. Finally, this paper analyzes CRM system in FedEx, especially with the implementation and improving tactics.The writer hopes that the research can help FedEx and other international express services company to carry out CRM successfully, have a new understanding to customer’s importance, manage the data quantity and quality in CRM usage, use these data better by the powerful support of CRM software, help FedEx hold the customers need really and find out the most worthy customer in the company. By providing products and services that aim at them, FedEx can realize customers, satisfaction and loyalties, to get the profit and arrive at the expected result of CRM.更多还原