S's Customer Relationship Management Improvement

Increased competition in the international economic circumstance, "the third profit source" has become an important way for long-term development. To establish the competitive advantage has been the key from "the first source of profit" - to save. raw materials, "the second source of profit" - to raise labor productivity, to "the third source of profits" - to establish a highly efficient logistics system.Globalization trend is making third-party logistics (3PL) throughout the supply chain play an increasingly important role. But along with the global economic slowdown, rising oil prices, labor costs and increased freight rates decline, and other factors, third-party logistics companies start a general decline in profits.Existing customer resources become the main profit growth point of the third-party logistics company. The capabilities of customer relationship management strengthens the ability of third-party logistics business competitiveness.In this thesis, the main idea is to research the current customer relationship management in 3PL across the actual situation, to improve S company's current Customer Retention System, to establish an evaluation system to manage the improvement of CRS, to help S company to better manage current customer resource through the competition.Firstly it gives a general definition on the related theories of CRM, and then it uses the SWOT method to analyze S company's advantages and disadvantage, to be. focus on S company's CRM improvement. After explanation of the CRM situation for S company, the key point is to find current CRS problems and difficulties and give the solution.This thesis is to provide a way to better manage company's customer base via a different customer type through setting up a detailed differences in management program. To using the Balanced Score Card (BSC), it set up a set of evaluation system and Key Performance Indicators (KPI) for customer service representative.Lastly, basing on the implementation result of the program, combined with S company's short-term and long-term goals, this thesis provides the suggestion of continuous improvement. It is expected that the improved CRS program can bring more value to S company in four aspects - financial, customer, internal operational process, study and innovation. I believe the practice and experience of S company will be a reference guide for other 3PL company. It will take advantage for the CRM development and expansion in 3PL industry.