客户关系管理近年来已经成为学术研究和企业发展的重点关注方向。尤其是在服务

行业,其核心是客户服务。而物流行业作为典型的服务行业之一,提供的产品就是服务。

要想在残酷的竞争环境中得以发展,成功的留住老客户并开发出新客户,只靠打价格战

或提供单一服务已不能满足当前客户的需求。公司必须以客户为中心,专注于提高客户

服务质量及客户满意度才是长久之计。而客服质量与公司的客户关系管理有着必然的联

系。

本文主要是基于客户关系管理理论,结合D物流公司的实际经营状况,分析其客

户关系管理现状并引出相关问题,其中重点突出在系统建设,人员架构,员工考核体系

等相关方面的问题。从而制定出一套关于能够改善其客户关系管理的合理建议或措施,

如优化客户关系管理系统,建立客户识别体系,调整组织结构,建立合理的员工绩效考

核体系和客户投诉通道。秉承以客户为中心的客户关系管理理念,进一步完善客户服务

质量,使D公司在行业竞争中具备更强的优势并取得更好的业绩

通过把客户关系管理理论与D公司实践的结合研究,本人也希望提出的相关优化

方案能对提高整个物流行业尤其是国内物流业的客户关系管理水平有所帮助。

关键词:客户关系管理;物流;客户服务质量;优化方案

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华东理工大学硕士学位论文

Customer Relationship Management Problems and Strategy Research for

D Logistics Company

Abstract

CRM has become the focus of academic research and enterprise development direction

in recent years. Especially in the service industry, the core is customer service. But the

logistics industry as one of the typical service industry, the product is service. If the logistics

company wants to develop in the cruel competition environment, retain old customers and

develop new customers successfully, it's unable to meet the current needs of customers if the

company only relies on price or single service. The company must take the customer as the

center,focusing on improving the quality of customer service and customer satisfaction to

make it go long. And there will be inevitable relationship between customer service quality

and CRM.

This thesis is based on the theory of CRM, combined with the actual operation status of

D logistic company, with analyzing its present situation of CRM and leading to related

problems,which highlights in the system construction, Organization Chart, staff appraisal

system and other relevant aspects of the problem. In order to develop a set of reasonable

suggestions which can improve CRM or measures, such as optimizing the customer

relationship management system, establishing a customer identification system, adjusting the

organizational structure, establishing a reasonable employee performance appraisal system

and customer complaint channel. Adhering to the concept of customer relationship

management to the customer as the center, to further improve the quality of customer service,

make the D company has more advantage in market competition and achieve better

performance

Through the combination of CRM theory and practice in D company, I also hope that the

related optimization scheme is proposed to improve CRM level of the whole logistics

industry, especially in domestic logistics industry.

Keywords: CRM; logistics; customer service quality; optimization scheme