CRM System Based Freight Forwarding Industry Research And Application Of Decision Support

Nowadays, the industry of forwarding is developing towards intensification andelaboration from its chaotic disorganization. As the enterprise scale unceasingly expands,especially the advance of electronic business, new challenges arise to the operation andmanagement of the enterprises. In order to identify the valuable ones from the deep base ofclients, practical plans, like monitoring and valid management and assessment of sales andcustomer service are required to keep customers’ loyalty. Therefore, the CustomerRelationship Management (CRM) is in urgent need to help the enterprise to solve theseproblems.There are two classes of CRM on the market; one is the cloud-based SSAS system. Themain defect of this system is that it only contains the modules of sales and market, but not thecustomer service. The other one is the traditional CRM system. It covers a wide range ofabundant functions, and it has designed add-on modules for different business.(Eg. Accountsreceivable，customer service, invoicing system, etc.) However, these two systems share amajor shortcoming, the difficulty of data interaction with the enterprise existing systems.Considering the imperious demands of suitable CRM for different enterprises, in thefollowing text, I will establish a CRM system which can support decision-making offorwarding industry.This research paper is focused on the following points:1. Based on decision-making support, the system can be attributed to two parts:Information about CRM system itself: It can be described as an object, as the customer relatedinformation and events can be treated similar as its parameters. Information from outside:Based on the ETL process of metadata management to collect all the information. 2. Customers’ Credit Evaluation system and Operations Support system based on ITapplication: They are both based on the theoretical research of Support Vector Machine (SVM)and the CRM frame of decision support for the forwarding industry.The customers’ information would be managed more effectively after the system hasbeen deployed. In sale phase, we can monitor the customer churn more efficiently in each linkwith the use of sales funnel. As in customer service phase, customer satisfaction continuous toupgrade after we brought the system into use. The results show that Customers’ CreditEvaluation system and Operations Support system can provide powerful support for themanagement of enterprises’ decision and they have great practical value and applicationprospects for the industry of forwarding.3. Establish a CRM system based on decision-making. It will be concentrated on:Information management system of clients, suppliers, and competitors. Platform ofinformation release, process monitoring, and Information contained in sales. Pricemanagement system that support marketing strategy and quoted price. Customer managementsystem that includes call center and customer care.