电子商务背景下铁路货运客户关系管理探讨

Tentative Study on Railway Freight CRM under the Background of E-commerce

客户是企业的重要战略资源,随着信息技术的发展,客户与企业之间的双向沟通从线下拓展到线上,为在电子商务背景下更好地进行铁路货运客户关系管理,在阐述铁路货运客户关系管理发展及现状的基础上,针对目前铁路货运客户关系管理存在的基层客户服务意识有待提高、客服人员队伍素质有待提升、体制机制有待进一步完善及信息化整体水平有待加强等问题,从培养专业客服队伍、建立完善配套的管理机制、加强信息系统建设等方面提出电子商务背景下铁路发展客户关系管理的建议,以提高铁路货运客户关系管理水平和货运营销能力。

Customer is an important strategic resource for enterprises. With the development of information technology, the two-way communication between customers and enterprises extends from offline to online mode. With the purpose of improving the customer relationship management （CRM） under the background of e-commerce, the paper summarizes the development history and current situation of railway freight CRM, and analyzes existing problems, that are, the service mindset, talent team, system mechanism and information technology application level. Finally, the paper puts forward a development suggestion on railway freight CRM in terms of training the professional customer service team, establishing and improving management mechanism, strengthening the construction of information system, so as to improve the railway freight CRM and freight marketing ability.