1.

0 Definitions of CRM
Customer Relationship Management (CRM) refers to concept of identifying customer
needs which understanding and influencing customer behavior through ongoing communication
strategies to acquire, retain and satisfy the customer. The goal is customer loyalty (The Role of
CRM in Logistics and Supply Chain Management, n.d.). Furthermore, establishing
trustworthy relationships with customers is the first step towards fully understanding them.
Using a CRM solution is a crucial first step in accomplishing this. When used effectively, a
CRM solution gives the business the ability to locate both current and potential clients, interact
with them and their companies, build rapport, and create the trust and enthusiasm that eventually
results in both one-time and repeat business. A CRM solution offers deep insight into clients in
addition to fostering relationships. Almost all forms of data are recorded in a CRM, including
conversations, event attendance, propensities to buy, specific demands, obstacles, and much
more. After that, the data can be examined to forecast future orders and schedule production
capacity. In addition, prospects and customers might express unique needs and wants to a
business using a CRM (Shipthis Inc, 2020).
Many problems and blind spots that arise while using a general or non-specialized CRM
are addressed by a logistics CRM. These are some explanations why the significance of a CRM,
regardless of its objectives for growing the logistics company or enhancing the sales approach.
The first importance of CRM is providing a full view of customer image (Workbooks, 2024).
The company can get a lot of data about their business and clients in a single database with a
logistics CRM. This can help them to enhance customer service and boost quotation conversion
by providing the company with an exhaustive overview of their customer’s preferences and
conversation record. Furthermore, the company may use the data that they have about their
customers to build ongoing connections with them by using a logistics CRM. As a result,
logistics organization must employ a productive tool to handle leads, clients and carriers (Team,
2024).
Moreover, securing additional shipments is always made possible with the use of a logistics
CRM (Workbooks, 2024). The company may track opportunities as they proceed through their
sales process and eventually become customers with the help of a CRM’s sales pipeline.
Furthermore, they can maximize conversion rates by identifying points of friction throughout the
sales process with the aid of the sales pipeline. In addition, they can assure their clients that the
quote process will just require a few minutes while a logistics CRM has a specific quotation
function. Their chances of landing more shipments are higher the quicker they can reply to a
customer's request and give them a quote (Team, 2024).
Additionally, in the process of interacting and managing relationships logistics
companies also use CRM systems (The Role of CRM in Logistics and Supply Chain
Management, n.d.). They offer a one-stop solution where all the customer data is compiled
hence easily made available in the company’s various units. This allows for all the approaches to
customers to be standardized and based on the information that has been compiled at the central
level. Furthermore, the application of technological solutions has a critical influence on the ways
CRM strategies is put into practice in the logistics field. As they progress through an enhanced
level of CRM system solutions, options for integrating with other software like the ERP and
TMS available in the organization continues to improve and offer a good number of efficient
means through which information can flow. This integration leads to efficient working due to the
improved coordination that is witnessed. For instance, this is considered in the case of order
placing; the customer orders a product, and the information gets into the ERP system that in turn
informs the TMS that inventory is low, and it should arrange for delivery (Haghdadeh, 2022).
Consequently, CRM plays a crucial role in the logistics industry because it has many
positive impacts to both the customers and the logistics organization, for example, customer
satisfaction and organization loyalty and decreased costs. Information influence and technologies
help logistics companies control and optimize the communication with customers to meet the
emerging needs. However, its implementation is not devoid of certain barriers that can however
be managed through embracing of strategic strategies, and which call for the investment in
required tools and resources for the training of the firm’s workforce. Last but not the least, it
could be understood that, achieving effective CRM strategies for customer relations is critical for
the logistics companies who are still aspiring to remain and sustain themselves in the fiercely
competitive environment in the modern period.
1.1 Introductions to CRM

In today's increasingly competitive marketplaces, customer service has emerged as a

major factor determining consumer happiness and loyalty, especially in service-intensive

businesses like telephones and airlines. This assignment dives into the complex mechanics of

handling customer service difficulties in these two industries, both of which are critical in

maintaining worldwide communication and transportation networks.

The telecommunications business, which includes mobile, internet, and cable services, is

essential for modern communication. Despite its importance, this industry frequently has

customer service issues such as service outages, billing problems, and sluggish resolution times.

Numerous studies (Smith, 2020; Johnson & Wu, 2019) have underlined the importance of

effectively managing these difficulties in preserving consumer trust and loyalty. This assignment

will look at the techniques used by prominent telecommunications firms to solve these

difficulties, with a focus on the use of sophisticated technologies like AI-powered customer care

systems and real-time data.

Similarly, the aviation industry relies heavily on great customer service. Airlines must

deal with a variety of customer service difficulties, such as flight delays and cancellations,

baggage mishandling, and in-flight service quality. The significance of effective issue resolution

in this industry cannot be emphasised, as it has a direct impact on customer satisfaction and

brand reputation (Lee and Park, 2018; Chen, 2021). This assignment will look at how airlines

address customer service difficulties, with an emphasis on integrating customer feedback

methods and implementing proactive service recovery measures.

 The relevance of this topic lies in its ability to shed light on best practices and innovative

solutions that enhance customer service management. By analyzing case studies from both

industries, this assignment aims to provide a comprehensive understanding of effective customer

service strategies that can be applied across various service-oriented sectors.

In conclusion, handling customer service difficulties in the telecommunications and

aviation industries necessitates a multidimensional approach that incorporates technology,

feedback, and proactive initiatives. This assignment aims to reveal the important aspects that

contribute to great customer service management by conducting a thorough investigation of these

industries, providing significant insights for practitioners and scholars alike.

Requirements and Roles Responsibilities Fulfilling to Service Customers Satisfaction

Customer Service Representatives, providing information about products or services,
responding to customer inquiries, and ensuring a positive service experience. Handling order
processing, cancellations, returns, and exchanges efficiently. Troubleshooting technical
problems, resolving customer issues, and providing ongoing technical assistance. Implementing
feedback mechanisms, analyzing customer feedback to improve services, and sharing positive
feedback internally. Supporting customers with software and IT equipment issues, ensuring
timely resolution of technical problems. Identifying and resolving technical issues, working
closely with product development teams to optimize products. Meeting regularly with clients to
understand their business goals, implementing solutions, and ensuring client satisfaction.
Director of Customer Service, managing the budget, reporting to executive management,
and shaping the future of the customer service department. Ensuring that support services are
quickly delivered to customers, managing the help desk software to streamline support processes.
Handling Employing a customer-first mindset, utilizing comprehensive product knowledge, and
leveraging technology to provide accurate and timely responses. Recognizing opportunities to
upsell and cross-sell products based on customer behavior and preferences. Providing ongoing
training in communication skills, tailoring customer-friendly communication styles to various
customer profiles.
 Service Quality and Customer Value, providing good service quality, which includes
non-academic aspects, academic aspects, reputation, access, program issues, and understanding.
Ensuring that the service quality provided impacts the customer value obtained, leading to
increased customer satisfaction.
Explanation of Article 1- Airlines Industry
The article titled "Delta customer on phone to airline for so long she performs French
horn jam to hold music" published by The Independent on May 12, 2023, details an unusual yet
insightful event highlighting the significant challenges in customer relationship management
(CRM) experienced by Delta Air Lines. The main concept focuses on the performance of Maria
D’Ambrosio, a professional French horn player who found herself on hold with Delta’s customer
service department for quite some time and decided to add music to the hold music, which she
has subsequently recorded and uploaded to YouTube.
As it pertains to CRM, the said occurrence highlights one of the most important problems
in managing customer value, specifically the lack of effectiveness in servicing customers. A
means to achieve the organizational objective of CRM is to plan, coordinate, and control all the
activities towards customers, both existing and prospective with an eye on the corporates’
profitability. Nonetheless, the article under discussion reveals a significant failure of Delta Air
Lines in multiple objectives: the major one in the area of responsiveness and availability of their
customer service. The main topic covered is the extremely long wait time that continues to
plague Delta customers, some having waited for up to three hours on hold. This goes a long way
in making customers disappointed and is detrimental to the company’s reputation. Customers are
impatient and they require shorter waits and response times as delays are equally likely to reduce
their perception and interest in an organization.
In the articles, the author posts examples of tweets and complaints found on social
networks, showing the extensity of the problem and its negative influence on customer
experience. For example, one user only needed to report one situation where he or she had to
wait for two hours, stating that Delta Airline has a lot of issues with customer service, another
user shared his experience of waiting 5-6 hours during three calls to arrange an upcoming trip.
Such stories portray actual scenarios that affect customers in their day-to-day interactions and
reduce their levels of trust and loyalty towards the airline.
 Moreover, the case of Maria D’Ambrosio coming up with an original method on how to
handle herself while waiting on hold contributes to the explanation of what customers are likely
to do in moments of hold on the phone. It is a positive and unique response though it ironically
points to the extent of general inefficiency in Delta’s customer relations department. This
suggests that from a CRM perspective, the companies must identify such pain areas and try to
solve them. A long-lasting queue costs the clients valuable time and demeans the firm's corporate
reputation.
The aspects of CPR entail technology and personnel where they ensure that the customers
do not wait long when being attended to or served. Effective use of automation and call routing,
or the presence of chatbots are crucial to improving and increasing the facility of customer
service. Furthermore, it is important to hire a sufficient number of workers to attend to
customers, particularly during rush hour to avoid what is depicted in the article. These areas are
customer service, and by observing Delta’s attempt to deliver the service, one can deduce that
there is a lot of catching up to do and probably a need to begin the customer service reviews and
overhauls.
Moreover, the article suggests the consequences of customer dissatisfaction that extend to the
assessment of a brand and the loyalty of consumers. In the modern society, anything that goes
wrong is relayed to the social media platforms within the shortest time. The tweets that are
described in the article, as well as D’Ambrosio’s video that went viral, illustrate how fast and far
customer dissatisfaction can go. To firms, this means service failures can have severe
organizational implications because they can erode the organization’s standing among the public
and its relationship with individual customers.
Regarding the notion of CRM, the response of businesses to such comments on internet
forums and other social platforms is very important. Companies, therefore, reduce some of the
effects by responding to such complaints quickly and explaining what measures have been taken
to correct the situation to the customers’ benefit. As for the criticisms, Delta must address these
and take action towards the lessening of waiting time so that it could reclaim the trust and
patronage of the clients.
In addition, the reader is left with the inference of the need for effective and preventive
customer relations. This is because instead of waiting for issues to cumulate, get out of hand, and
impact the customers, organizations should work towards minimizing or preventing such issues
from arising in the first place. This could include monthly or weekly checks on aspects like how
long customers were on hold and their level of satisfaction and making adjustments on the
findings gathered. Such measures could be beneficial to Delta and other organizations as they
seek to avoid negative experiences such as those highlighted in the article.
Thus, it is possible to state that the article about the Delta client who sang French horn jam to
hold music is a perfect example of the situation, which demonstrates the role of CRM in
effective customer relationship management. It clearly shows how long waiting times impact the
customers’ satisfaction and loyalty, and various businesses in the age of the internet.
Relate Article 1 – Airlines Industry
Customer relationship management (CRM) is a business strategy of approaching and
managing relationships between companies and customers. CRM strategies are believed to help
companies better understand customer needs and preferences. In addition, this strategy can also
maintain good relationship interactions with customers so that they do not easily move to other
competitors. In general, CRM is a strategy that can involve various aspects, ranging from
customer data collection, data analysis, sales management, customer service, and interaction and
communication with customers. There are three important components that need to be
considered in implementing a CRM strategy for Delta Airlines, namely customers, management,
and relationships.
The following is an explanation of each customers, which are all parties who will, are, or
have used the services/products of a company. Delta Airlines needs relationship which is a two-
way communication carried out by customers and companies to provide long-term satisfaction
for both parties. Management the process of organizing and managing that focuses on improving
relationships and interactions between companies and customers. The main purpose of customer
relationship management is to bring communication between companies and customers closer. In
addition, several goals that companies can achieve by implementing CRM strategies are as
follows such as optimizing relationships with customers to help increase company sales, both up-
selling and cross-selling. Providing complete information about customers to optimize their
interaction and relationship with the company. This can help retain customers who provide added
value to Delta Airlines. Utilize customer information and data in an integrated manner to provide
satisfactory service and optimally meet customer needs. Deliver information from the company
and customers consistently.
 In general, there are three main stages that need to be done in implementing customer
relationship management, which are attracting new customers (scquire) such as promote and
approach customers as best as possible, provide comfort and satisfaction to customers when
transacting with the company, provide adaptive and positive responses to customers when they
need something. Adding customer value or value (enhance), a strategy that is conducted by
offering the same product but with higher quality. The strategy of offering additional products
when a customer has already made a transaction on a product. For example, you can offer a
keyboard and mouse to customers who have already purchased a computer monitor.
Delta has been able to use big data to provide the following opportunities, create value
propositions based on increasingly real-time information about customer preferences and needs
and using that information for targeted services. Delta has invested over $100 million in airport
baggage systems to track and improve its baggage handling. With more advanced tools for
baggage data collection and analysis, Delta’s operations teams at airports and headquarters have
been able to better identify key causes and trends in mishandled bags and implement effective
solutions.By integrating real-time flight data into its baggage systems, Delta now automatically
alerts baggage handlers when connecting bags need to be transferred directly to another plane
instead of sent through the airport’s luggage sorting system.
Delta has made use of more advanced data in its efforts to better engage customers and
generate loyalty. The airline combines customer data from flight purchases, routes flown, and
credit card spending to piece together customers’ demographic profile, travel habits, spending
ability, and even what company they work for. The company uses that data to carefully tailor
promotions and target customers with whom the airline senses there is more opportunity. If you
have recently joined a travel-heavy professional services firm. However some threats from using
big data exist. Customers may feel their privacy is being invaded on a bit too much and may
decide to use another airline (Sean L. 2013). In conclusion CRM for delta is obviously one of the
important business factors for the company. Big Data has been aiding the company enhance their
CRM over the years and this has helped in customer loyalty and customer expansion.
Article 2 Samsung Telecommunication

Samsung Malaysia Electronics has won two awards at the Asian Experience Awards 2023 for
Brand Experience of the Year – Electronics and Service Experience of the Year – Electronics.
The company's commitment to customer satisfaction and continuous improvement in customer
service programmes has been recognized.
Head of Customer Satisfaction, Teng Kah Wee, emphasized Samsung's focus on customers and
delivering excellence in brand and service experiences. The company is dedicated to investing in
customer-centric innovation to maintain its position as the top choice among Malaysian
consumers.

Samsung has upgraded its customer service initiatives to provide a seamless experience for
customers owning Samsung devices and appliances. This includes expanding its multichannel
network and providing professional technicians at 24 mobile and 90 home appliance walk-in
service centres nationwide.

Samsung has also introduced a 24/7 care line, a dedicated hotline for premier service inquiries
for specific products, and a Live Chat platform for real-time support. The company has improved
diagnostic accuracy with remote management and visual support for non-defect-related issues,
particularly for home appliances.

The Samsung Members app offers a one-stop portal for customer care services, device
management, and exclusive experiences for customers. Samsung Malaysia also offers a
manufacturer's warranty on all its products and provides guidance and support for warranty
claims.

Relate Article 2: Samsung Telecommunication

The change in company strategy from one that is product-centric to one that is customer-
centric is one of the main topics covered in the CRM introduction chapter (Buhalis, 2019). With
this shift, the needs and experiences of the consumer come first rather than only the sale of
goods. Samsung's commitment to customer satisfaction. This strategy is demonstrated by
customer satisfaction and continuous customer service improvements. Samsung shows that it is
committed to comprehending and meeting the unique requirements and preferences of its
customers by making investments in customer-centric innovation, which improves the customer
experience (Ranhong, 2024). The foundation of every successful CRM is a customer-centric
approach that aims to create enduring bonds of trust and value (Ranhong, 2024). A customer-
centric company is more than a company that offers good customer service. Anytime a customer-
centric business decides, it deeply considers the effect the outcome will have on its customers.
An organization that forgets about customers is destined to fail. They will build the wrong
products, invest in the wrong resources, and lose goodwill with customers (Hash, 2018)

Besides, according to Abubara, 2019 Samsung customer-centric organizations identify

the most valuable customers and ensure their satisfaction. These organizations focus on ensuring
employees understand how important customers are to the company and the organization’s
mission, vision, and values include a customer-centric focus as more and more companies see a
need to build relationships with their customers. Based upon the company’s mission, vision, and
values the company aligns goals, distributes resources, develops products and services, defines
processes, and develops strategies for competitive advantage (Biloslavo, 2018). Markets have
moved from product centricity to customer centricity while companies used to focus on design,
manufacturing and logistics and in the past when products and services could achieve a clear
product/service difference, sustainable and beneficial, a product-centric approach made sense
(Dwivedi, 2021). Informing consumers, competitive markets, and few tangible product/service
benefits produce a combination that has resulted in the focus shifting to customers.

Diagram 1: Samsung Boost Efforts To Improve Customer Service Nationwide of tangible

products/ services.

Figure 2

Sources1: https://www.google.com/urlsa=i&url=https%3A%2F%2Ffanyv88.com%3A443%2Fhttps%2Fnews.samsung.com%2Fmy
%2Fsamsung-boost-efforts-to-improve-customer-service-nationwide&psig

Sources2:

https://www.google.com/urlsa=i&url=https%3A%2F%2Ffanyv88.com%3A443%2Fhttps%2Fsgsg.samsung.com%2Fnewpage
%2Fnewpage.php%3Ff_id%3Dsamsung_performance&psig
 Next, this strategy is demonstrated by customer satisfaction and continuous customer
service improvements (Lin, 2023). Samsung shows that it is committed to comprehending and
meeting the unique requirements and preferences of its customers by making investments in
customer-centric innovation, which improves the customer experience (Pawar, 2023) The
foundation of every successful CRM is a customer-centric approach that aims to create enduring
bonds of trust and value. Two important objectives that are listed in the first chapter of CRM are
customer happiness and loyalty (Rane, 2023). Customer satisfaction increases the likelihood of
recurring business, strong word-of-mouth recommendations, and long-term company success.
Samsung offers customer care line within specific hours in 24/7 and broadening its network of
services, show the company's commitment to guaranteeing excellent customer happiness
(Saarijarvi, 2013). In addition to effectively resolving customer concerns, these initiatives foster
loyalty and trust, strengthening Samsung's standing as the top option for Malaysian customers.

Moreover, Integration of efficiency technology are one of the main topics covered in the
first few chapters of CRM (Hausberg, 2019). A modern CRM strategy must enable proactive
problem-solving, personalized support, and seamless communication, all of which are made
possible by these tools (Gummesson, 2011). Technologies like customer service management
systems, mobile applications, and remote diagnostics are crucial for enhancing customer
interactions and service efficiency. Samsung's deployment of a multichannel network, the
Samsung Members app, and remote management capabilities highlight the role of technology in
their CRM strategy (Payne, 2023). These tools facilitate seamless communication, personalized
support, and proactive problem-solving, all of which are essential for a modern CRM approach.
Samsung company gather information to ask for customer input whenever possible to get
knowing more about their needs, wants, and expectations, company will be better able to provide
services and products that satisfy customer. By using strategies Samsung will find it more easily
to execute customer needs to gather valuable information from people who they encounter daily.
People need to consistent tend to like what is familiar with the samsung products, if customers
come to know that they can depend on company management to provide timely services,
information, they will likely be more loyal. Provide information and updates to customers on a
regular basis, not
 Furthermore, the integration of technology is a key element discussed in the initial
chapters of CRM, technologies like customer service management systems, mobile applications,
and remote diagnostics are crucial for enhancing customer interactions and service efficiency
(Kamal, 2021). Samsung's deployment of a multichannel network, the Samsung Members app,
and remote management capabilities highlight the role of technology in their CRM strategy.
These tools facilitate seamless communication, personalized support, and proactive problem-
solving, all of which are essential for a modern CRM approach (Proactive Customer Support,
2024). Improving the client experience is one of CRM's main goals as these fostering
constructive relationships at all points of contact, from first inquiries to after-sale assistance.
Listening is a learning process opposed to hearing of customer difficulties and their issues when
having difficulties on using the products, it will effectively know what customer want and needs
currently through they are saying of the words (Goffman, 2022). It opposed to hearing or
receiving the message of customers in physiological process, attending to receive messages or
sounds from customers as it is important to eliminate as many as possible. For example, during a
meeting both people could forward phone calls, turn off the computer, or shut the door.

Additionally, Samsung company need to decide to which message or customer they will
listen, comprehending or assigning meaning to customer know and take time to understand
clearly what they express through channel like WhatsApp, Telegram, True caller and others
telecommunications app to deal with customers issues and help them to solve the issues
significantly (Vanlooy, 2016). Customers able to receives notifications directly from Samsung
Customer care associates' messages to manages help to support and assist them to enhance their
experience through positive interactions at every touchpoint from first contact to post-purchase
support which is one of CRM's main goals. Samsung's extensive service programmes, which
include expert technicians at service centres, a special hotline for priority questions, and real-
time assistance through Live Chat, guarantee that clients receive first-rate treatment all along the
way. The foundation of CRM is a smooth and fulfilling customer experience, which is enhanced
by these initiatives (Alshurideh, 2019). Samsung makes sure that consumers feel appreciated
and supported by concentrating on every facet of the customer journey by responding their
messages to make success of the customer interactions, which is essential for establishing
enduring partnerships.
 Diagram: Samsung Customer live chat enables
customer interaction between one another

Sources: https://Samsung (sprinklr.com)

Additionally, Samsung Malaysia

Electronics' customer service and brand
experience activities clearly embody the
principles mentioned in the first chapter of CRM.
According to Wisdom, E, 2022 stated Samsung
serves as an excellent example of how CRM
tactics can propel business success by embracing a customer-centric approach, utilising
technology, and consistently improving customer satisfaction and loyalty of internal and external
customers. Their initiatives highlight the value of establishing enduring, solid relationships with
clients by demonstrating how CRM principles are applied in real-world situations (Govender,
2022). They should be kind of patience to serve the customer as each customer has different
needs and expectations based on age, gender, behavioural style, preferences, background,
cultural background, and other factors. Samsung play important role to maintaining importance
of effective communication as their corporation company must take a proactive approach to
ensuring that frontline employes have the requisite communication skills to interact with a
diverse customer base. Samsung group strengthening customer communication as customers feel
that they have an active role in, and control of a service-provider interaction often feel more
important and valued. Improved interpersonal communication can lead to higher levels of
customer satisfaction and retention to reduced stress of the company and the coworkers. It refers
to chapter 3 where Samsung may require taking advantage of the following strategies to build
stronger relationships with the internal and external customers.
 Diagram 1: Diagram 2:

Samsung Company
Services are Highly
Priority with the
relationship and
principles of CRM of
their culture

Sources:https://www.google.com/urlsa=i&url=https%3A%2F%2Ffanyv88.com%3A443%2Fhttps%2Fnews.samsung.com%2Fglobal
%2Fwith-consumer-centric-innovations-samsung-electronics-latin-america-showcases-
how-it-is-building-a-better-tomorrow-and-creating-meaningful-technology&psig

https://www.google.com/urlsa=i&url=https%3A%2F%2Ffanyv88.com%3A443%2Fhttps%2Fsemiconductor.samsung.com%
2Fsupport%2Fquality-support%2Fcustomer-service%2F

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