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Customer Relationship Management Case Study

Case Title:

FedEx in 2006: Continuing CRM Innovations

Publication Year : 2006

Authors: Air Delivery ,Freight services

Industry: Transportation


Case Code: CRM0003P

Teaching Note: Not Available

Structured Assignment: Not Available

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FedEx Corporation (FedEx) is the leader in the intensely competitive overnight package delivery business. Founder and CEO Fredrick Smith (Smith) depends on innovative customer relationship management (CRM) practices to gain a competitive advantage over FedEx’s rivals. He stresses that knowledge about cargo’s origin, present whereabouts, destination, estimated time of arrival, price, and cost of shipment are as important as its safe delivery. He insists that a network of state-of-the-art information systems--a sophisticated mélange of laser scanners, bar codes, software, and electronic connections--be erected alongside the air and vehicle networks As FedEx struggles to deal with the slowing economy and depressed demand for its services in late 2002, Smith realises that the company needs to do ‘more’ to retain its customers, without increasing its information technology (IT) budget. It deploys new CRM software – 6X6 Transformation. By almost every account, FedEx's use of IT has been successful. So why risk that and go through this transformation?

Pedagogical Objectives:

  • The case outlines FedEx’s CRM initiatives over the year, which helped the company save costs, grow and retain customers. It also highlights the importance of CRM in services industry
  • The case discusses 6X6 Transformation and the new e-initiatives taken by FedEx to keep ahead of its rivals.

Keywords : FedEx, New CRM software, 6X6 Transformation, Fredrick Smith, CRM at FedEx, Marketing Strategies Case Study, COSMOS, eCRM initiatives at FedEx, FedEx PowerPad, GOC


  • Introduction
  • About FedEx
  • Background Note
  • CRM at FedEx

  • 6 X6 Transformation
  • Role of IT
  • Looking Ahead

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