destination CRM, April 1st, 2024 —  Phillip Britt, technology writer. When it comes to CRM, the transportation industry is all over the place, both figuratively and literally.

Part of the reason is that there is no single type of transportation company. Industry participants include logistics firms, airlines, bus and rail lines, shipping companies, rental car companies, and more, moving people, cargo, and sometimes a combination of the two, from Point A to Point B. Each has a unique customerCustomer Customer is an individual or an organization that purchases a product or signs up for a service offered by a business. base, with their own unique needs and expectations, and the use of and benefits from CRM systems differ greatly depending on the subsector.

The past year has seen a significant uptick in embedding [artificial intelligence] into CRM systems, making customer service more predictive and responsive. Modern CRM tools have allowed for the delivery of tailored experiences to a wider audience, boosting customer loyalty and retention.

Robert Khachatryan, CEO of Freight Right Global Logistics

Khachatryan’s company uses a variety of CRM tools. Its pure-play CRM solutionSolution Solution is a combination of ideas, strategies, processes, technologies and services that effectively helps an organization achieve its goals or hurdle its challenges. is Salesforce, and its proprietary payment platform and CargoWise enterpriseEnterprise Enterprise (in the context of sales) is a relatively large organization typically composed of multiple levels, locations, and departments which need multi-layer software systems that support collaboration across a large corporate environment. resource planning system also have CRM elements in them.

By employing AI, including some large language models, Freight Right can now better personalize responses to queries about shipments, shipment management platforms, and other issues, according to Khachatryan.

Though most airline flights are full these days, having bounced back from COVID-19 travel bans, the battle for passengers is as fierce as ever. So CRM strategies need to have a strong focus on CX.

Jason Valdina, senior director of go-to-market strategy for digital engagementEngagement Engagement is the state or process of keeping a specific class of audience (employees, management, customers, etc.) interested about a company or brand and invested in its success because of its perceived relevance and benefits to the audience. channels at Verint
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John Golden
John GoldenCSMO at Pipelinersales Inc.
Public Relations and CSMO at Pipelinersales Inc.