A Study On The Advancing CRM System through Business Intelligence(BI) System in Shipping Company - Focus on the case of K Korean Shipping Company -
An era has already begun where the data dominated. An Analog world is changing rapidly in a digital world and a number of enterprises are rushing into digital transformation to survive global competition. As customer's demands have become more various and sophisticated in rapidly changing business environments. BI (Business Intelligence) systems become more important to support systematical decision-making. BI systems were started as a tool for management innovation, but now It is expanded with a tool of A2D（Analog To Digital) and becoming the company's core system. But, in the shipping industry, Digital transformation is considered to have entered the beginning stage, even in worldwide leading company. Recently in Korean shipping industry, Many shipping companies continued customer-focused management activities through the introduction and operation of CRM systems to overcome the long recession. But the outstanding results could not be achieved. In order to overcome and upgrade the existing CRM system operation problems, the Korean shipping companies are attempting to introduce and operate the BI system, but the related study is almost nonexistent and prior studies are far from Korean shipping industry characteristics and practice. The purpose of this study is to provide practical help that can develop into a BI process suitable for the Korean shipping companies and accumulate professional knowledge through K company's practice, even though it is still in the introduction stage and undergoes trial and error. K company introduced several BI process, such as tele-sales, online-sales, Salesforce and etc. and it is still in early stage, but it is possible that the concept will be expanded and activated when it is used in collaboration with additional BI processes, and Salesforce process is expected to do a key role in the BI process. The prerequisites for the Success of K company's BI process includes the possibility of balancing the external introduction process (Tableau, Salesforce, etc.) with its own backbone system (ICC), acceptability for the changes in the container shipping market, clear objectives and utilization plans from an enterprise-wide perspective, and empathy of employees. As a result, It is impossible to see results at once in a short period, so it is necessary to prioritize the activities or programs of the organization and maximize the utility by expanding the domestic process to overseas areas. Most of all, Customer satisfaction will always be the biggest criterion.