Implementation of a customer relationship management system in an industrial equipment company

Abstract

This research aims to study, analyze, and improve the business process of the case study company, i.e. an industrial equipment company, in order to improve customer service, increase customer loyalty, reduce operation cost, and reduce error in the process. This research is also based on industrial engineering and engineering management knowledge such as business process design, and work measurement. After studying the existing business process, it is found that it is inefficiency and ineffectiveness business process especially in communication and collaborative with the customer. Because of poor business process, unclear policy from management, no result measurement, and lack of information. All the problems are the bases for analyzing and defining the way of improvement. The method of improvement is to implement the customer relationship management in customer service department, sales department, logistic department and engineering department along with the measurement system of the result. After implementation, the result is reduce customer complaint 25%, reduce customer left company 23%, increase new customer 42% and 40% of new customer is come directly from customer relationship management, reduce operating cost 20% when compare to before and after the implementation of customer relationship management. Moreover, customer relationship management will increase the competitive advantage for the company in the future.