Jozef Gašparik, Vladislav Zitrický, Borna Abramović, Andrej Dávid – ROLE OF CRM IN SUPPLY CHAINS USING THE PROCESS PORTAL

Jozef Gašparik, Vladislav Zitrický, Borna Abramović, Andrej Dávid – ROLE OF CRM IN SUPPLY CHAINS USING THE PROCESS PORTAL

Jozef Gašparík
University of Žilina, Faculty of Operation and Economics of Transport and
Communications, Department of Railway Transport, Slovakia
E-mail:
jozef.gasparik@fpedas.uniza.sk


Vladislav Zitrický
University of Žilina, Faculty of Operation and Economics of Transport and
Communications, Department of Railway Transport, Slovakia
E-mail:
vladislav.zitricky@fpedas.uniza.sk


Borna Abramovič
University of Zagreb, Faculty of Traffic and Transport Sciences, Croatia
babramovic@fpz.hr


Andrej Dávid
University of Žilina, Faculty of Operation and Economics of Transport and
Communications, Department of Railway Transport, Slovakia
E-mail:
andrej.david@fpedas.uniza.sk


Abstract


The expansion of customer orientation of entities operating in the logistics chain
is the primary objective in the cargo transport services market. 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 is the relation between the customer and forwarder or cargo operator.
The definition of the CRM and its enforcement as a philosophical means of
providing the services in the transport market leads to the implementation of a process
portal that supports the full range of processes, and in turn generates a comprehensive
transportation product. It means creating an operational and economic concept that
combines the potential of CRM and Internet portals cooperating with the concept of
operating systems. It includes marketing, sales and service processes, as well as the
operation of the portal and the customer support process. In order to support these
processes, the main features of information systems adapted to different process tasks
are introduced. In these relationships, it is necessary to specify the coordinator of the
logistics chain, which may be a freight forwarder, intermodal transport operator, or
perhaps even a cargo operator. The realization of the process portal implementation
in the context of CRM allows the supply chain coordinator to focusing on individual
customer needs, as well supporting the entire customer process of transport and
logistics using modern ICT. The specific feasibility of the process portal will depend
on the operator and the environment. The decision-makers are customers, partners,
accessibility and existing ICT infrastructure. The process portal is a tool to promote a 
coordination of freight transport in order to use sustainable transport modes and
providing services at the required quality level.


Key words: process portal, cargo operator, logistic chain, transportation services,
comprehensive product

Last Update: October 26, 2017  

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October 26, 2017   284    BLMM 2017  
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