Assessment the Customer Relationship Management in Cargo Sector: Improving a Model for a Cargo Firm

Customer Relationship Management (CRM) is a busines strategy, comprising segments for sales, marketing, and service without optimizing profitability, revenue, and customer satisfaction. CRM is a customer-focused strategy aimed at anticipating, understanding and responding to the requirements of an enterprise's current and prospective customers. The objective of a CRM strategy is to optimize profitability, revenue and customer satisfaction. CRM becomes an important business approach. CRM focuses on understanding the requirements and desires of the consumer and is achieved by placing these requirements at the heart of the business by integrating them with strategy, people, technology and business processes of the organization for business profit. Cargo Sector and Cargo Service are a growing industry in Turkey and it is open to developments. Beside National competition with European Union Participation, it will be harder to survive for cargo companies. The most convenient approach for overcoming this situation is CRM. This study includes the concepts, the detailed information about determining the problems of the cargo sectorcargo service and presenting solutions alternatives focused on CRM approaches. The study includes Swot (Strengths, Weaknesses, Opportunities, and Threats) Analysis in terms of determination of strengths, weaknesses, opportunities, and threats for the cargo sectors. Focused on this analysis, possible decisions and some suggestions regarding the sustainability of the sector are highlighted. The aim of this research is to present the detailed literature survey about CRM, a general CRM application model for cargo companies according to the Quality Function Deployment (QFD) with Pareto Analysis and finally a CRM model for ABC Cargo-Firm.

Kargo Sektöründe Müşteri İlişkileri Yönetiminin Değerlendirmesi: Kargo Firması İçin Model Geliştirme

Müşteri İlişkileri Yönetimi (MİY), karlılığı, geliri ve müşteri memnuniyetini optimize etmeden satış, pazarlama ve hizmet için segmentleri içeren bir işletme stratejisidir. MİY, bir işletmenin mevcut ve gelecekteki müşterilerinin gereksinimlerini öngörmeyi, anlamayı ve yanıtlamayı amaçlayan müşteri odaklı bir stratejidir. Bir MİY stratejisinin amacı, karlılığı, geliri ve müşteri memnuniyetini optimize etmektir. MİY önemli bir kurumsal yaklaşım haline gelmektedir. MİY, tüketicinin gereksinimlerini ve isteklerini anlamaya odaklanır ve bu gereksinimleri işletmenin karına yerleştirmek için kurumun stratejisine, insanlarına, teknolojisine ve iş süreçlerine entegre ederek elde edilir. Kargo Sektörü ve Kargo Hizmetleri, Türkiye'de büyüyen bir endüstridir ve gelişmelere açıktır. Avrupa Birliği Katılımı ile yapılan ulusal rekabetin yanı sıra, kargo şirketleri için hayatta kalmak daha zor olacaktır. Bu durumun üstesinden gelmek için en uygun yaklaşım MİY 'dir. Bu çalışma, kargo sektörünün-kargo hizmetinin sorunlarını belirleme ile ilgili detaylı bilgileri ve MİY yaklaşımlarına odaklanmış çözüm alternatiflerini sunmayı içerir. Çalışma, kargo sektörlerine yönelik Güçlü, Zayıf, Fırsat ve tehdit unsurlarının tespiti açısından Swot-GZFT (Güçlü, Zayıf, Fırsat, Tehdit) Analizini içermektedir. Bu analize bağlı olarak sektörün sürdürülebilirliğine yönelik alınabilir olası kararlar ve bir kısım öneriler vurgulamaktadır. Bu araştırmanın amacı, Kalite Fonksiyon Yayılımı (KFY) ve Pareto Analizine göre kargo şirketleri için genel bir MİY uygulama modeli olan CRM-MİY oluşturmak ve son olarak da “ABC Kargo Şirketi” için bir CRM modeli kurup, MİY hakkında ayrıntılı literatür bilgisi sunmaktır

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ISSN: 2667-5617
Yayın Aralığı: Yılda 6 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ