台越航商对於顾客关系管理差异性

1、A comparative Analysis on CRM between Vietnam and Taiwan shipping companies Advising Professor: Yi Chih Yang, PH.D.Student: Nguyen Hoang Hai - Jimmy1National Kaohisung Marine UniversityDepartment of Shipping and Transportation Management共二十七页Chapter 1IntroductionChapter 2Literature of CRMChapter 3Cu

2、rrent of development of CRM in Taiwan and Vietnam shipping companiesChapter 4Research expectative finding and contribution 2OUTLINE 共二十七页Background of Research 3CHAPTER 1INTRODUCTIONToday, customers are more highly educated, under higher stress, more specialized, living longer, and more influenced b

3、y global culture than those of the 60s and 70s when our view of marketing was formed (Wilson, Daniel, & McDonald, 2002).According to Schultz (2000) the practice of planning, creating, and managing customer relationships has nowadays become the heart of organizational strategy and the key to customer

4、 retention.共二十七页According to Gefen and Ridings (2002), CRM can be divided into three different types: operational, analytical, and collaborative. Operational CRM, also known as front-office CRM, enables and streamlines communications and involves the areas where direct customer contact occurs, for e

5、xample, a call center or e-mail promotion (Romano, 2003). 4CHAPTER 1INTRODUCTION共二十七页5Purpose of ResearchThe purpose of this paper is to make a comparison on Customer Relationship Managements between Vietnam and Taiwan shipping companiesReview the definition and current development of CRM in the Shi

6、pping industry sector.Figure out CRM assessment factors for the Shipping company. Comparative analysis the difference of CRM between Taiwan and Viet Nam Shipping Companies.CHAPTER 1INTRODUCTION共二十七页6Chapter 2. Literature Review of Customer Relationship ManagementDefinition of CRM “CRM is about manag

7、ing customer knowledge to better understand and serve them. It is an umbrella concept that places the customer at the center of an organization. Customer service is an important component of CRM, however CRM is also concerned with coordinating customer relations across all business functions, points

8、 of interaction, and audiences” (Bose & Sugamaran, 2003, p.4). Another idea from Dych, 2001 who addresses “CRM is the infrastructure that enables the delineation of and increase in customer value, and the correct means by which to motivate valuable customers to remain loyal indeed, to buy again”.共二十

9、七页7Definition of CRM To my point of view, CRM helps an enterprise to enable its marketing departments to identify and target their best customers, manage marketing campaigns and generate quality leads for the sales team. Furthermore, CRM assists the organization to improve telesales, account, and sa

10、les management by optimizing information shared by multiple employees, and streamlining existing processes. For example: the case in Vinalines (Vietnam national shipping lines) where I have worked for Sales and Marketing Department.my container volume target per month was 50 Teu with Honda vietnam c

11、ompany that is the biggest customer we have handled. Based on CRM skills such as manage marketing campaign we served our customer carefully with the best service.Chapter 2. Literature Review of Customer Relationship Management共二十七页8 CRM application in shipping company The business of a liner carrier

12、 is described in terms of the scope of services, schedules, customer relationships, company history, convenience, brand names and value-added services. The service difference in coverage and schedules has been diminished by the formation of liner consortiums. As a result, the key element for custome

13、rs to select a carrier that will depend very much on other elements such as relationships, company history, brand names and value-added services; and most importantly on what services this carrier provides that others do not and cannot. CRM will be a competitive advantage for a carrier in the shippi

14、ng industry. ( Wong, Philip Hung Kai, 2001).Chapter 2. Literature Review of Customer Relationship Management共二十七页9Generate electronically all required E-documentsMarket and book cargo including auctioning of excess capacityTrack all cargo, information, and E-clearances / documentation Integrate all

15、inter-modal flowsAssure effective customer service by real time customer access to all information Monitor all cargo, ships, and other vehicle flowsProvide real time information and feedback to all organizations as well as customersChapter 2. Literature Review of Customer Relationship Management共二十七

16、页10Figure 1. CRM system on container terminal operation.Chapter 2. Literature Review of Customer Relationship Management共二十七页11 Case studying on the Vinalines Vinalines ( Vietnam National Shipping lines).Vinalines has a customer record and view special treatment of large customers as normality. Cust

17、omers are segmented in groups that consist of A- to E-customers. A-customers are the largest customers with service order in average containers per year about 10,000 TEU and usually receive about two visits per month. E-customers are customers that order services for less than 500 TEU per year, and

18、these are usually not entitled to any customer visits by the personnel. Chapter 2. Literature Review of Customer Relationship Management共二十七页12 Assessment variables of CRM Assessment variablesDescriptionData SourceSalesIncreased sales through better timing due to anticipating needs based on historic

19、 trends.Gefen, D., Ridings, C.M. (2002)Customer requirementsIdentifying needs more effectively by understanding specific customer requirements.Peltier, Schibrowsky and Zhao (2004)Opportunity managementManage unpredictable growth and demand.Glodernberg.B.J (2002)Relationship management One to one sol

20、utions to Customers requirements Barnes (2003)Table 1. Primary assessment variables of CRMChapter 2. Literature Review of Customer Relationship Management共二十七页13Chapter 3. Current development of CRM in Vietnam and Taiwan shipping companies Vietnam maritime marketArticle10/200230/12/2008Project to 20

21、10TargetTonnage (DWT)Ratio(%)Tonnage (DWT)Ratio(%)Tonnage (DWT)Ratio(%)Vessel tonnage1.540.2501005.873.2021004.445.586100growing up 2002-2008 is 25% , target is 14%- General vessel968.41362,92.478.03242,192.478.04156- Bulk vessel 154.97510,11.846.52631,44- Container vessel132.0008,6354.3264,84600.23

22、614- Tank vessel220.70014,31.264.31821,51.367.30930Age vessel (year)18,512,916Ratio of assumption for transportation (%)1621,425Table 2.The situation in Vietnam national fleet development from 2002 to 2008Source: Vietnam Maritime Administration, Vietnam Register Administration,共二十七页14Table3. Vietnam

23、 port management systemSource: Vietnam Maritime Administration, Vietnam Register AdministrationChapter 3. Current development of CRM in Vietnam and Taiwan shipping companiesPort management bodies Administrative Government bodies Examples of PortsVINAMARINE ( Vietnam Maritime Administration) Ministry

24、 of Transport Ports of Nghe Tinh, Quy Nhon and Nha Trang.VINALINES( Vietnam National Shipping Lines)Ministry of Transport Ports of Hai Phong, Quang Ninh, Sai Gon,Da nang and Can Tho.Departments of local governments Cities or Provinces Ben Nghe Port of Ho Chi Minh City State-owned corporations Variou

25、s ministries, such as Ministries of Defence, Industry, Trade.ectCam Pha port, Sai Gon New port. State-owned corporations Cities or Provinces Hon Khoi port.Joint-venture corporations Ministry of Planning and Investment. Ministry of Transport Ba Ria serece Port , VICT 共二十七页15Chapter 3. Current develop

26、ment of CRM in Vietnam and Taiwan shipping companiesHai Phong port Handling 50,000 tonne vessles and 500,000 Teu annually Cai Lan deep water port in Quang Ninh Province can service ships of 30-40,000 dwt.Van Phong International Transhipment Port with a depth of 20 m. It can receive vessels of up to

27、150,000 dwt. Cai Mep international container terminal (which isa joint venture with SSA Marine) handle vessle up to 80,000 dwtThe Sao Mai-Ben Dinh Port and Petrol Service Complex located in Ba Ria-Vung Tau Province able to handle ships of up to 100,000 dwt.共二十七页16 CRM Applicable Situation in Vietnam

28、 shipping industryOne successful CRMs story in a Vietnam shipping company (Vosco-Vietnam Ocean Shipping Company) was beginning from its manager that recognized he cannot run his work perfectly without CRM software. The manager finally decided to apply the CRM software for controlling all of trading

29、activities in his company. The company got much advantage from CRM software such as: full information with accuracy, unification and updating the companys customers including all of customers that company does not have accurate information before. Through using CRM software, the manager can track hi

30、s staffs not only trading activities of sale & marketing section but also reports of each staff or each group in the company.Chapter 3. Current development of CRM in Vietnam and Taiwan shipping companies共二十七页17Taiwan maritime market Table 4. The statistics of Taiwan national fleet from 2000 to 2008C

31、hapter 3. Current development of CRM in Vietnam and Taiwan shipping companiesEnd of yearTotalGeneral CargoBulk CarierContainer Ship Oil TankerVesselsD.W.TVesselsD.W.TVesselsD.W.TVesselsD.W.TTEUVesselsD.W.T20002888,391,65276337,979383,378,383762,130,714134,542221,541,94820012807,472,05574332,320322,5

32、40,628681,919,611121,970231,543789,77776328,974312,619,442491,370,70387,115241,548091,31878332,082262,273,503431,035,59064,445251,544,32720042725,998,97177330,563242,123,634441,095,65770,034261,541,66320052705,484,29078339,280211,757,88941929,56957,399271,543,51620062584,96

33、2,05876333,658181,560,88231611,73637,080281,544,08620072624,672,28978337,298181,560,88230609,52838,181261,278,10320082674,709,74177311,275191,630,19230609,52838,181261,278,102Source : Ministry of Transportation and Communications R.O.C共二十七页18Taiwan maritime market Accoding to Review of Maritime Tran

34、sport, 2009 UNCTAD, Evergreen lines continue stand at 4th position as comparison to 2008. Beside, Yang Ming Lines moved up one place, to position 13 as comparison to 2008 on the worlds Top 20 container shipping lines. Wan Hai lines formerly ranked in position 19 that moved out of the top 20 as a res

35、ult of retrenchment program reduce the number of ship its operates. Despite this, Wan Hai lines increased its container carrying capacity in 2008, and agreed with Pacific International lines to enter into a long term strategic partnership. Kaohsiung port drop and ranked in position 13 in 2009. Chapt

36、er 3. Current development of CRM in Vietnam and Taiwan shipping companies共二十七页19Table 5. The 20 leading service operators of container ships at the beginning of 2009(number of ships and total of shipboard capacity deployed (TEUs)共二十七页20Table 6. Top 20 container terminal and their throughtout for 200

37、6,2007 and 2008(TEUs and percentage change)共二十七页21CRM Applicable Situation in Taiwan shipping industryYang Ming ( Yang Ming Marine Transportation Corproration)The anchor CRM 1.2 software was implemented in doing business of Yang Ming line (YML). It helps YML increasing sales with effective of CRM so

38、ftware.when the customer access YML website and looking for transport service with reasonable freight cost and good conditional container and even service route in shortest time, CRM software would statistic the customer behavior then to forecast what kind of service that the customer need ? or how

39、is the customer support to YML service? Beside, CRM software helps company to file reports about customer complaints that would be more cleared for their staff managing customer; Chapter 3. Current development of CRM in Vietnam and Taiwan shipping companies共二十七页22Comparative Difference on CRM betwee

40、n Vietnam and Taiwan shipping companiesDimensionTaiwanViet NamAssessment factorCOSCOOOCLMOLYMLVINALINESVOSCO1.Interactive MarketingBanneradverstising Promotional service E newsletterReduce cost2.Sales automationTracking of customer interactionContact management system Order management systerm3. Cust

41、omer service and supportContact centerHelp deskThe call management system共二十七页23Comparative Difference on CRM between Vietnam and Taiwan shipping companies Cosco and OOCL almost provide the CRM services for serving their customer. On the other hand, both Vinalines and Vosco have only provided service in Banner advertising and Contact center. we could see that the application of CRM in Vietnam shipping companies is a weakness for comparision with Ta