Customer Relationship Management At Freight Forwarder Services

pages Pages: 4word Words: 890

Question :

Evaluate the performance of Freight forwarder services in terms of the performances they have been able to dispense regarding the proper managerial skills regarding customer management.

Show More

Answer :


The moot pursuit of this study is to evaluate the performance of Freight forwarder services in terms of the performances they have been able to dispense regarding the proper managerial skills regarding customer management. The simulations of this critical essay is supposed to be backed by the prospective outcomes of the survey conducted at 144 freight forwarding firms in Taiwan and the intention of conducting this is to develop a structural relationship which might facilitate the current pursuit by enabling the researcher with the insight that might assist to identify the cardinal CRM techniques and dimensions against the significant customer responses. It has been discovered from the prevalent apprehensions that it is imperative to monitor customer responses and the underlying interactions in order to anticipate or forecast the upcoming financial performance characteristics. Furthermore, it has been discovered more than once that the outcomes of this monitoring process has been able to introduce positive influences in the strategies that might enable the respective business unit to obtain the desired competitive advantage. The moral obligation of this analytical suite is to propose a framework that might enable the empirical researches regarding customer relationship management with relative ease.   


Identification of CRM attributes

“The article Customer Relationship Management and Firm performance: An empirical Study of Freight Forwarder Services” identifies several Customer relationship management attributes. The article emphasizes on the importance of customer relationship management regarding marketing of a particular firm (, 2017). Any successful business depends on the CRM activity of the business. As per the article the major characteristics of a good CRM system are:

  • Easy integration 

CRM choice of any organization needs to be implemented such a manner that it can have the ability to put a lot of work upfront. A good CRM system provides quick and easy access to the data from the existing databases (Werro, 2015). A good CRM saves the time of the employees from copying information from different sources.

  • Ease of use

A CRM framework requires to be user friendly where the employees of a firm have the idea of how to use the CRM framework. It is important for any organization to choose a CRM system that is easy to use and which has a intuitive interface and ample documentation to support the users (Werro, 2015). It is important to understand that the time that is required to train the employees regarding the use of the CRM needs to be as short as possible because the primary objective of incorporating CRM framework is to increase the efficiency.

  • Positive impact on customer satisfaction

The central focus of any CRM framework is to maintain the positive relationship with the customers. This purpose indicates that the CRM is not just a mere address book but it needs to allow the employees with comprehensive profiles of the customers (Ascarza, Ebbes, Netzer & Danielson,2017). A well organized CRM enables the employees to easily answer the customer questions and positively affects the revenue.

  • Easy reporting and overviews

A good CRM enables the business to analyze and evaluate the customer and the employees relationship and activities (Werro, 2015). It is important to use the information for the development and the betterment of the company. Therefore, evidently it is important to select a CRM framework that provides the firm with the facility of reporting and tracking features.

  • Adaptability

Incorporating CRM framework into any firm indicates the tendency of growing a business. Therefore, it is important to check the adaptability of the framework. Adaptability here indicates a CRM system that can be easily adaptable to the future needs of the business (Ascarza, Ebbes, Netzer & Danielson,2017). It is not necessary that a good CRM structure always can fulfill the current needs of the company but it is important to implement a framework that can meet the future needs of the firm.

Approaches to manage key customers with long-term ventures

Freight forwarding has been seen to emphasize the aspect of customer relationship as they believe that this have the potential to transform itself as a trustworthy index of anticipating future performance statistics of a firm. Moreover it seems that it is their firm conviction that the perception acquired from the interaction with the prospective customers might assist them with the acumen to advocate their strategic decision making. As per the scholarly simulations that respectively backed some of the apprehensions of this analytical outcome suggest that it is an imperative criterion for any business unit to retain their prevalent customer base while planning to expand in the domestic as well as overseas market (Choudhury & Harrigan, 2014). 

Moreover, retaining the prevalent customer base might impart significant impact on the aspects of information technology since the underlying unit might have to install several technological expertises in order to retain their customer while responding to their emerging expectations. Furthermore, what companies like 144 freight forwarding usually do is to drive their strategic units in terms of their established customers those who have segmented previously as per their previous needs. In order to respond to the embedded intent that every similar unit posses regarding stimulating growth And subsequently expand in the domestic as well the overseas market, business units must exhibit considerable compliance towards their prevalent customer base. On the other hand, as it is an axiom that the relative competitive advantage that every business unit enjoys is chiefly due to their prevalent6 customer base (Choudhury & Harrigan, 2014). 

Thus, it is an obligatory practice for every business unit to abide by the principles that their prevalent customer base is supposed to set. On that note, it can also be admitted that to draw new customers in the premises of a respective concern it is imperative to exhibit compliance and courtesy towards the prevalent customer base since the core customers are supposed to be act as the promoting agent that drives the engine to attract new customers (Choudhury & Harrigan, 2014). In the paradigm of new customers there exist certain participants who just wish to try the respective company in order to pursue their vested interests. Thus, in this sort of cases the new customers expect identical organizational demeanor that they have been heard of but never experienced. So, sticking to the principles of prevalent customer retention is one of the most cardinal and indispensable component in the pursuit of Customers Relationship Management.

Approaches to manage immediate customers

Immediate customers can be described as the new customers who are willing to have the services of the respective unit. In most of the cases, as per some of the circumspect articles of this discipline, the spirit of attending a certain business unit is backed by the simulations acquired from the word-of-mouth publicities and the vulnerability of the agent to be a prospective client of the prevalent customer base is quite high (Navimipour & Soltani, 2016). Moreover, in some cases, low switching cost is one of the prime reasons that might give birth of new customers in this volatile and competitive paradigm of global business (Chang, Wong & Fang, 2014). However, these new customers or trial applicants are prone to contribute an insignificant moiety in the obtaining of relative competitive edge but equally posses the potential to become a prospective member to be one of the major components of the customer base relative to the respective company (Ascarza, Ebbes, Netzer & Danielson, 2017). Moreover, the customer relationship management is supposed to be driven by the principles of retaining the prevalent customer base at any cost. Thus, it is one of their prime responsibilities to serve the nascent customers with ban equivalent manner as they are conditioned to treat the prospective clients who are the major components of their prevalent customer base. From the end of the trial applicants, they also an equivalence in the organizational demeanor dispensed by the prospective company and that might enable the respective business unit to acquire the requisite persuasion to convince the new customer to be a prospective core customer.


In the light of the above analytical discussion, it can be addressed that it is imperative for any business organization to cope with the prospective customer responses in order to acquire the relative prudence regarding the principles of customer relationship management. On that note, it is imperative to admit that the strategies related to CRM can only be evaluated in terms the key attributes that every organization is destined to conform in order to consolidate the prevalent competitive edge. On that note, it can be proclaimed that the attributes that has beenover here owes a significant deal from the terms that the established customers or the prospective components of the core consumers are supposed to expect. On the same note, the new customers or vthe trial applicants are also supposed to be treated with equivalence in order to facilitate their entry in the domain of the prevalent customer base of the respective business unit.