The Customer Relationship Management Performance Measurement Of Third Part Logistics

With the rising of the business mode "Customer Focus", companies invest a lot into customer relationship management (CRM) in order to set up a long-term and steady relationship with their customers and gain maximal profit. CRM performance measurement is a valid tool to analyze and control the effect of CRM, then to help companies optimize their inputs in CRM and outputs from CRM.At present, CRM performance measurement, provided mostly by the CRM suppliers, is responsible for the technical efficiency of the implement flow. It aims to analyze the implementation effect of CRM systems and reflect the technical problems in CRM work flow. In this thesis, CRM performance measurement studies the value that companies create for customers by customer analyzing, comprehensive support and customer learning. Regarding customers as the evaluation subject, it is hard to calculate the customer value, and then the performance measurement is converted customer value into customer relationship value that based on the concept of "two value flows". Thus companies can measure the CRM performance from customer relationship value by establishing, developing, cultivating and maintaining the relationship with particular customers.Based on the CRM theory and managerial cybernetics, the thesis discusses the dynamic hierarchical way to control and harmonize the CRM, by which it can establish CRM dynamic hierarchical control systems and the corresponding index system. Therefore, it has proposed a reasonable CRM performance measurement index system.Since CRM relates to industry, CRM performance measurement should consider the industry characteristic. The thesis chooses the third part logistics for study. Following the industry standard and the CRM performance measurement index system, it establishes the third part logistics performance measurement index system. In the third part logistics performance measurement index system, the quantified index customer relationship value contains current value and lifetime value, while the qualitative index contains credits and image. Using ATP to combine the quantified calculation and qualitative analysis together, it will measure the CRM performance more completely. This study improves the CRM performance measurement by extending the companies scope of CRM performance measurement.In order to explain the application, this thesis chooses a third part logistics company, collects the corresponding data, and measures the CRM performance. In the process of the measurement, the thesis applies the EXCEL software to achieve the measurement function without the restriction from IT systems. The CRM performance measurement can be applied to companies with low IT level.