The Research On The CRM For ABC Shipping Group In The Middle East Service

There is great development and opportunities brought by the complex changes and increasing amend from customer to shipping service of the international shipping industry. ABC Shipping Group now is facing a series of problem:how to analyze the development opportunities and challenges of Middle East service, how to clearly understand their own advantages and disadvantages, how to improved and make the suitable system of Customer Relationship Management, how to improve the customer satisfaction and make enhancement for the core competitiveness and profitability of the enterprise. Hear below are required aim to solve these problems:comprehensive understanding of the enterprise from the internal and external environment base on their own conditions, apply the theory for CRM, improve the CRM of the enterprise in comprehensive.The customer relationship of Middle East service of ABC Shipping Group is the research object of this paper.At the first, it quote the related concepts of CRM. And then expounds the necessity of CRM implement through two hands:the analysis on the business amend and on the SWOT matrix of CRM implement for Middle East service of the Group. After considering the company’s own actual condition, the paper using the questionnaire survey method, which invite140customers to joy the questionnaire survey. The survey included overall satisfaction and partial satisfaction. And basis on the further analysis of customer satisfaction, found that there are several concentrated opinions from customers, which could be the gist of the development and improvement for CRM. Besides, the paper point out the improvement plan that included improving goal and specific measures for improvement. The main measures are:evaluating the company customer value, adjust the structure of the organization, adjust the business process, consummated the database. At last, it studied on the actual effect after CRM implement and improvement, as to ensure the effectiveness of the customer relationship management. At the same time, the conclusion can also be industry reference for CRM improvement.