Design of a Knowledge-Based e-CRM System: A Case of Freight Forwarding Industry

With drastic competition among logistics service limited, freight forwarders must establish a long-term union relationship with their customers such as the provision of customized logistics services. One of the ways is through the use of a e-CRM system, which is a knowledge intensive and complex process involving multiple knowledge source and decision rules. Analyses of customers and customer interactions for electronic customer relationship management (e-CRM) can be performed by way of optimization methods, using data-mining (DM),or combined approaches. This paper presents hybrid knowledge and model system, which integrates mathematical models with knowledge rules, in the formulation of shipment plans which customer loyalty and cost-effective has to be considered at the same time. The system will help logistics service limited to increase customer retention rate and resource utilization significantly.