Customer Relationship Management (CRM) is a widely implemented model to understand and influence customer behavior through continuous relevant communication to have new customers, customer retention, and customer loyalty and customer profitability.
In our country, Korean big shipping container companies are adopting CRM actively to use it as marketing strategy and to overcome a shipping crisis.
However, most medium and small sized shipping companies do not understand CRM clearly or they feel difficulties to adopt it due to huge investment needed and lack of studies and examples to be help.
This study is intended to present CRM promotion strategies and activities plan fit to the them by analyzing the success and failure factors of the A company that has already executed CRM.
And this study shows also a lot of previous studies of CRM Success factors and methods to implement CRM rightly.
To be short regarding this thesis, they should build up CRM stage by stage according to their scale and things. But, it looks like that they have a tendency to spend more money and human power and time by making unrealistic plans. It is to their advantage to phase CRM in by taking a long-term view. Firstly, they should build up Sales Forec Automation, integrated Customer Database system, customer segmentation in profitability. Secondly, they should segment customer in customer needs and build up process of managing integrated Customer Database and unify all collaborative crms.
The lesson of this study is "Think big but act small."