The Application of Introducing Customer Relationship Management Toolin Logistics Management Company

• Main Authors: Anne Cheng, 鄭淑安
• Other Authors: 黃正雄
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/38804076643258573620

碩士 === 長庚大學 === 企業管理研究所 === 94 === The competitive edge of enterprise evolved from mass production in the early industrial age to comprehensive quality control. Later on it was transformed to supply chain and logistic management, and finally to modern customer relationship management. These evolvements demonstrated the era of enterprise transformation. Customer relationship management is a hot topic in the industry. However, customer satisfaction is a necessity, and everything has an associated cost. Therefore enterprise must be selective towards creating effective rules and strictly execute them to implement effective enterprise management. What is the most effective way to manage customer relationship? This paper looks at a logistic management company that learned growth from its parent company ARAMARK and introduced a plan that increases customer relationship – PSP (Partnership Success Plan). This research uses case study in an attempt to discuss how company should execute customer relationship management and various problems that they may encounter. Through questionnaires and interviews, the problem is analyzed and summarized into suggestions for companies that wish to introduce customer relationship management into the organization. Through questionnaires and interviews, this article summarizes the three major challenges that the subject company is facing: (1) It is difficult to know the expectation of client’s management executive: through on-site manager’s visit to the client, it is not easy to meet high level customers. Therefore the expectation that comes out of the discussion is often routine and does not meet the high statndard and customer expectation set by Partnership Success Plan. (2) Is promoting Partnership Success Plan useful in gaining contract renewals? : Customer satisfaction does not necessary result in cutomer loyalty because some customers are price sensitive. Hence the overall push for Partnership Success Plan to every client may not have the effect of increasing contract renewals rate. (3) Gap between the original concepts of Partnership Success Plan: The idea of introducing Partnership Success Plan is to setup strategitic long term relationship to enhance organization’s competitive core value. However during the introduction of Partnership Success Plan, cutomers have different expectations and significant amount of time is spent on simple daily operational issues which generate a lot of docuements that need to be analyzed. Therefore the real problem is not focused and causing inefficiencies.