The digital transformation of "marketing service" of logistics enterprises is enough to read this article

Logistics and supply chain enterprises are not only closely connected with the production process, but also closely related to the needs of consumers. Through highly integrated and integrated service functions such as transportation, warehousing, distribution, distribution, and information, they provide key support for extending the industrial chain, upgrading the value chain, and building the supply chain. Logistics enterprises play a leading, fundamental and strategic role in promoting the modern circulation system, promoting the strong development of the domestic market, promoting high-quality development and building a modern economic system.

With the advent of Logistics 4.0 and the digital age, traditional logistics companies are facing urgent transformation needs. In the context of the continuous introduction of supportive measures and regulatory systems by national policies, the logistics industry is gradually developing in a standardized manner, and online freight continues to make efforts to promote digital transformation. This trend has pushed the logistics industry to develop in a more standardized and efficient direction.

Logistics 4.0 refers to the logistics service model based on digital technology, which is a development trend of the transformation of traditional logistics services to the digital age. The essence of logistics 4.0 is to realize the intelligence, efficiency and dataization of the logistics process through the application of digital technology, so as to improve the quality, efficiency and reliability of logistics services.

01. The "14th Five-Year Plan" Modern Logistics Development Plan issued by the State Council

China has clearly requested to accelerate the digital transformation of logistics

"Use modern information technology to promote the online dataization of logistics elements, develop diversified application scenarios, and realize the online and offline linkage of logistics resources. Combined with the implementation of the "East Data and Western Calculation" project, guide the enterprise information system to transition to the cloud, promote the "one-stop" logistics data in the middle of the application, encourage platform companies and digital service providers to develop cloud platforms and cloud services for small, medium and micro enterprises, strengthen the collection, analysis and application of logistics big data, and enhance the value of logistics data. Cultivate the logistics data element market, coordinate data interaction and security needs, improve market transaction rules, and promote the safe and efficient circulation of logistics data. Actively participate. Digital governance in the field of global logistics supports the development of global trade and cross-border e-commerce. Research on the application of electronic signatures and electronic contracts, promote mutual recognition and mutual testing among international logistics companies, and pilot the paperless international railway transport.”

We believe that it is time to rapidly promote the digital transformation of logistics enterprises. Against this background, the following aspects can be started:

1. Create digital awareness

Logistics enterprises should pay attention to the application of digital technology, establish digital awareness, and adapt to the development trend of the digital age.

2. Improve digital technology application capabilities

Logistics companies should strengthen the cultivation of digital technology talents, master and skillfully use digital technologies, such as the Internet of Things, big data, cloud computing, etc.

3. Drive digital innovation

Logistics companies should actively promote digital innovation, encourage employees to propose innovative ideas and projects, establish a digital innovation project library, and cultivate a digital innovative corporate culture.

4. Introduce digital technology

Logistics companies should actively introduce digital technologies, such as marketing automation, equipment automation, logistics management systems, warehouse management systems, etc., to improve the automation and refinement of the logistics process.

5. Digital Transformation Planning

Logistics enterprises should formulate a digital transformation plan, including the application of digital technology, the construction of a digital platform, and talent training, to achieve the quantification and refinement of digital transformation goals.

Through the above measures, logistics enterprises can accelerate the process of digital transformation, improve the efficiency and quality of logistics services, and enhance the competitive advantage of enterprises.

02. How should logistics enterprises use

Can digital technology better serve customers?

The application of digital technology in logistics services can greatly improve service efficiency and quality, and provide customers with better services.

Here are some ways logistics companies can use digital technology to better serve customers:

1. Establish an intelligent logistics system

   Through the intelligent management of logistics information and logistics assets, the visualization, traceability and real-time monitoring of the logistics process can be realized, the service response speed can be improved, and the service cost can be reduced.
2. Accurate positioning of customer needs

   Through big data technology and intelligent algorithms, we can accurately analyze and predict customer needs, so as to better understand customer needs and provide services that better meet customer needs.
   

3. Provide a convenient service platform

   By building an independent mobile service platform, customers can place orders online, query logistics information, real-time early warning, and online evaluation functions, so that customers can obtain a better service experience.

4. Conduct service quality assessmentBy collecting customer feedback and evaluation data, evaluating and analyzing service quality, we can provide customers with better and more efficient services.
5. Personalized service

   Through data analysis and customer management system, realize personalized services, such as customized packaging, personalized logistics service solutions, etc., to provide customers with more intimate services.

6. Enhance customer care services
   

   By building a complete customer care system, we provide customers with online consultation, after-sales service, complaint handling and other services to improve customer loyalty and satisfaction.

At present, in the face of fierce market competition, logistics companies have to realize the transformation from a single service provider to an integrated service platform provider, so as to further meet customer needs and enhance market competitiveness. Digital technology can effectively help enterprises quickly build platform service capabilities, realize accurate management of customer needs and accurate definition of logistics solutions, and ultimately improve customer satisfaction and market competitiveness.

⸺Yang Yongfeng, Digital Partner of PWC PricewaterhouseCoopers

03. Empowering logistics companies to use digital technology to serve customers throughout the journey

<"Marketing service" integrated solution, customer life cycle management>

The customer journey in the logistics industry can generally be divided into the following stages:

1. At the stage of awareness, customers are not yet aware of their own logistics needs or do not have a deep understanding of the needs. At this stage, Funshare can help customers obtain more logistics industry information through omni-channel marketing, active customer acquisition and data subscription.

<Marketing integration: open up the closed loop of digital marketing and marketing, and realize the refined operation of the whole life cycle of customers >

2. Trigger stage

At this stage, customers are already aware of their logistics needs, but have no clear solutions, and need to seek solutions through various channels (such as search engines, social media, industry platforms, etc.).

<6 steps of customer management>

3. Consideration stage

At this stage, the customer has screened out some possible solutions, which need to be compared and evaluated. At this stage, FunShare can help sales to develop personalized service plans based on customer portraits to provide customers with services that better meet their needs.

<Sales Conversion Scenario "The whole process from lead cultivation to business opportunity conversion empowers employees to achieve efficient communication and follow-up>

4. Decision-making stage

At this stage, the customer has made a decision, selected the optimal solution, reached an agreement with the logistics service provider, signed a contract, etc.

<Business Opportunity Transformation| Business Aggregation, Communication-Driven: Business Standardization, Process-Orientation, Building Agile and Flexible Organizational Capabilities>

5. Use stage

Customers start to use logistics services at this stage. At this time, logistics service providers need to pay attention to customers' logistics service experience and solve customers' problems in a timely manner.

< Service work order: flexible arrangement of work flow, efficient and orderly management of work progress, and timely understanding of customer needs>

6. Loyalty stage

Customers have become loyal customers at this stage and have a high degree of trust and satisfaction with service providers. Providers need to maintain customer relationships and improve customer loyalty through various methods (such as membership systems, service upgrades, etc.).

<Operation: SCRM operation management platform around the whole customer journey>

<Deep integration of marketing service business, closed-loop customer business life cycle>

Deeply integrate BI data analysis tools to meet the analysis of indicators in the entire business chain of marketing, sales and service, and realize data-driven decision-making.

<Integrated BI: Establishing a business management system supported by data analysis> * The above are typical stages of the customer journey in the logistics industry. Different companies and different customers may have different experiences and needs.

04. Epilogue

With the vigorous development of digital technology, thousands of industries are deeply affected by digital technology, and the past business models and work scenarios are constantly being innovated. Similarly, in the logistics industry, digital means can be effectively used for both cost reduction and efficiency improvement, and digital technology can also effectively empower enterprises at the level of service innovation and customer management. Fenxiang Sales is deeply involved in the logistics industry, and has formed a complete set of customer operation platform solutions for the logistics industry, reshaping the customer management capabilities of logistics companies, serving customers more accurately and efficiently, and fully tapping the market potential of logistics companies.

⸺Yang Yongfeng, Digital Partner of PWC PricewaterhouseCoopers