S公司客户关系管理改进研究

【作者】 卞珏敏；

【导师】 傅烨；

【作者基本信息】 复旦大学 ， 物流工程， 2008， 硕士

【摘要】 在竞争日益加剧的国际经济背景下“第三利润源”成为企业获得长期发展的重要途径。企业建立竞争优势的关键已由节约原材料的“第一利润源泉”和提高劳动生产率的“第二利润源泉”,转向建立高效物流系统的“第三利润源泉”。全球经济化的发展趋势使得第三方物流(3PL)在整个供应链中扮演了越来越重要的角色。但是伴随着全球经济放缓,油价上涨,人力成本提高,运价下降等因素,第三方物流企业的利润开始普遍下降。现有客户资源成为第三方物流企业获得利润的主要增长点。客户关系管理能力的好坏成为提升第三方物流企业竞争力的关键。本文首先对论文的研究背景和意义,包括第三方物流行业背景,S公司背景以及客户关系管理在3PL中的应用状况进行了综述。以第三方物流企业S公司为研究对象,根据SWOT分析法,对S公司在行业中的优势劣势进行分析,着眼于S公司客户关系管理的改进研究。对S公司现行客户关系管理能力进行分析研究,重点找出公司目前在客户维护CRS(CustomerRetention System)上存在的难点和问题,分析其原因。对其客户进行定性定量分析,提出改进后的客户细分和差异化管理方案。运用平衡计分法,从财务、客户、内部流程、学习与成长四个方面初步建立一套评价体系。同时根据该评价体系,系统的建立对客户服务人员的考核指标。最后根据对改进方案实施的评价,结合S公司的近期和远期目标,对S公司客户关系管理的提出持续改进意见。期望CRS项目的不断的改进和完善,给S公司在客户维护上起到指导作用,对国内第三方物流企业的客户关系管理起到一定的借鉴指导意义。更多还原

【Abstract】 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.更多还原