Importance Of Crm On Today 's Supply Chain Logistics Essay

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The Importance of CRM in today’s Supply Chain Logistics Environment Clifford T. Kinnear Embry-Riddle Aeronautical University Aviation Logistics and Supply Chain Management; ASCI 433, Instructor; Professor Hunt Correspondence of this paper should be addressed to Clifford T. Kinnear and Dave Hunt How to contact; kinnearc@my.erau.edu, dave.hunt@erau.edu Abstract The customer should be made an integral part of the supply chain logistics apparatus. Customers demand loyalty and a fair business deal from their supply chain entities. A logistics company reputation can be enhanced through aggressive and successful utilization of customer relationship management (CRM), but can be seen in a negative light if managed poorly. A customer or client will be loyal to the logistics company if they meet their daily, short, and long term CRM requirements. The importance of the customer in today’s globally competitive logistics supplier market should not be understated. Supply chain logistics firms have to attract, retain, and provide customers solutions to real problems. Innovative information technology based CRM systems will show how attractive these are for long time loyal customers. The synergistic melding of CRM with supply chain management (SCM) will be addressed as well. Keywords: customer relations management, customer loyalty, supply chain logistics The Importance of CRM in today’s Supply Chain Logistics Environment Customer Relations Management (CRM) The

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