The Research On CRM Applying In Our Logistics Enterprises

In the severely competitive business environment,the increasing of competitors and diversification and globalization of business has made the competition between enterprises much more intensive. Only by communicating with customers through all kinds of channels so as to gain knowledge,could enterprises know more about customers and improve their satisfaction to get more profit and win in competition. Especially when the new economy comes,customers are the most important factors for success and the source of profit for enterprises. It means that who owns the customers,who will own the market. And it will make enterprises'strategy change from product-centered to customer-centered. But how to get to know what customers need,how to get customer segmentation,how to change customer relationship and how to improve their satisfaction? Customer Relationship Management (CRM) is used to solve these problems. CRM puts emphasis on the customer-centered idea. This idea should be filtered into every aspect of enterprise management. Only by doing research of characters of our enterprise itself and its industry,can we integrate business process and organization structure,and set up CRM system,which fits to our own business,and can be helpful to the development of enterprise. Our logistics industry is a newly rising industry, and it has developed a relatively mature industry since it emerged in the south-east provinces near to the sea. Nowadays, it is making greater and greater effects to our economy. However, comparing with those overseas logistics enterprises, ours are so behindhand. One of the obvious shortcomings is that our enterprises are short of the idea centering on customers'advantages. Although some enterprises have realized this problem and made great efforts in CRM constructing, most of enterprises are still staying the stage that acting by experiences. So, how to applying CRM to our logistics enterprises is an important task to be solved immediately. This paper based on the thinking of how to introduce,apply and evaluate CRM, firstly analyzed the actuality of our logistics enterprises applying CRM and the problems existing, then forwarded the qualifications of CRM introduced to our enterprises. Secondly, with the example of a Guangdong logistics enterprise, told that how to carry out BPR of enterprises because of applying CRM depends on BPR deeply. The last chapter discussed the effects evaluating indicators system on CRM and tried to provide some solutions to our logistics enterprises.