The Impact of Applying customized CRM Model on SCM Applications: An Empirical Study on Logistics Service providers

Abstract

This research Talks about CRM applications in the context of logistics services’ providers. It elaborates the importance of CRM in these enterprises, and pins the areas of drawbacks in their CRM. The research shades the light on the importance of framing the business process of the enterprises implementing CRM, indicating that the business process re-engineering (BPR) comes to be a credit for organizations in order to gain benefits from their CRM. BPR enhances the process from the organization’s side, and also ensures that CRM is typically matching the business requirements. On the other hand, the research encompassed the link between the CRM (the sales side), together with the supply chain/operational side (order management side). Over and above, the research worked on identifying a link to involve the operations of reverse logistics, keeping an eye on capturing the cost of reverse logistics operations in the context of the CRM. The research took this approach to ensure customer fascination and most of all create a better customer profiling whether it’s a forward (order placement) approach, or a backward approach (order return). Through the findings the researcher was able to build a model that can handle the typical CRM cycle, handle the integration between the customer’s data, and also handle the reverse logistics operations accompanied with the customer to ensure better results and optimize logistics cost.