engleski

Role of CRM in Supply Chains Using the Process Portal

The expansion of customer orientation of entities operating in the logistics chain is the primary objective in the market of cargo transport services. Focusing on specific customer processes is one way how to adapt the offered services to the customer’s requirements. The aim of the study is to introduce the possibilities of application of the Customer Relationship Management (CRM) in logistics chains, in that the main role plays the relation between customer and forwarder or cargo operator. The definition of the CRM and its enforcement as philosophy of way of providing the services in the transport market leads to the implementation of process portal that supports the full range of processes generating a comprehensive transportation product. It means create an operational and economic concept that combines the potential of CRM and Internet portals cooperating with the concept of operating systems. To promote the CRM concept with the process portal is proposed effective process architecture on the customer interfaces. This includes processes of marketing, sales and service, as well as the operation of the portal and customer support process. To support these processes are characterized the main features of information systems, adapted to different process tasks. This way are integrated the own services as well services provided by the cooperating partners. In these relationships, it is necessary to specify the coordinator of the logistics chain, which may be a freight forwarder, intermodal transport operator, perhaps even cargo operator. The coordinator has the status of the portal operator and is an integrator of these processes. The realization of process portal implementation in the context of CRM allows to the supply chain coordinator to focusing on individual customer needs as well supporting the entire customer process of transport and logistics using the modern IT. Specific feasibility of the process portal for transport and logistics will depend on the operator and the environment. The decision- makers are customers, partners, accessibility and existing IT infrastructure. The process portal is a means to promote a coordination of freight transport in order to use sustainable transport modes and providing services at the required quality level.

process portal ; cargo operator ; logistic chain ; transportation services ; comprehensive product

Book Series: Proceedings of International Scientific Conference Business Logistics in Modern Management