A Research On CRM Application Of DLHC Freight Forwarding Company

The competition of transportation agency market is increasingly fierce, comparing with the past, the role of the customer has undergone tremendous changes. In the past, customers just accepted a variety of services provided by the company, but now the customers’ needs have changed, and they are increasingly involved in the company’s business process. we can find that companies often invite customers to participate in the design and research in the design of the routes. Customers are becoming more familiar with the freight forwarding industry and require a different shipping method for different goods. Customer demand for more personalized. In the face of many freight forwarders, customers have more choices, because the agency’s service can meet their needs. Customer’s loyalty of a business is declining, we often find the phenomenon that customers switch to other company, now it is a customer-centric era. There are many good and bad freight forwarding companies in Dalian and there is intense competition between them. Companies have only to provide personalized services for different customers, to meet the needs of different customers, they can be able to hold the customer. Understanding of customer needs will need to maintain good relations with customers, companies need to strengthen customer relationships, and to keep abreast of customers, customer relationship management is increasingly important in the freight forwarding business.The paper review the previous customer relationship management literature, and then elaborated on the definition and content of customer relationship management. Customer Relationship Management is customer-centric, using advanced information technology to obtain information about the customer, and on this basis, to predict customer needs and preferences through data analysis. According to the different needs of customers, to provide customers with different products or services, Companies establish customer relations, to improve customer’s loyalty, maximize the value of the customer, then the company can get the greatest profit. There are three main areas of customer relationship management specific content, the first is customer value that customer obtained from the product; the second is relationship value, the value of the company to maintain the customer, the third is the information technology that the company need when implementing a customer relationship management. Subsequently, the article describes the theory of relationship marketing, customer relationship value of customer life cycle profit, introduces a customer life cycle profit as the base of customer classification, and presents management strategies for different customers. Next, this article describes the DLHC company’s customer relationship management situation and existing problems by the method of qualitative analysis and investigation. Combined with customer relationship management theory and the actual situation, this article discusses the implementation of customer relationship management system comprehensively, design the company’s customer relationship management objectives and implementation steps. Then, this paper help the company set up the information system, adjust the organizational structure and the business processes. Finally, the paper proposes measures to strengthen corporate culture and staff training, improve the examination system, in order to protect the smooth implementation of customer relationship management.Through the application of customer relationship management system, the company can scientifically identify customers, provide innovative services for different types of customers, improve brand awareness, the company can achieve the goal of maximizing benefits.