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

Abstract

Customer Relationship Management (CRM) is a busines strategy, comprising segments for sales,marketing, and service without optimizing profitability, revenue, and customer satisfaction. CRM is acustomer-focused strategy aimed at anticipating, understanding and responding to the requirements of anenterprise'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 onunderstanding the requirements and desires of the consumer and is achieved by placing these requirements atthe heart of the business by integrating them with strategy, people, technology and business processes of theorganization for business profit. Cargo Sector and Cargo Service are a growing industry in Turkey and it isopen to developments. Beside National competition with European Union Participation, it will be harder tosurvive for cargo companies. The most convenient approach for overcoming this situation is CRM. Thisstudy 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 andsome suggestions regarding the sustainability of the sector are highlighted. The aim of this research is topresent the detailed literature survey about CRM, a general CRM application model for cargo companiesaccording to the Quality Function Deployment (QFD) with Pareto Analysis and finally a CRM model forABC Cargo-Firm.