FedEx has been a leader in overnight package delivery through innovative customer relationship management practices. Founder Fredrick Smith stresses the importance of knowing details about shipments like origin, location, destination, and estimated time of arrival. The case outlines FedEx's CRM initiatives over the years that helped save costs, grow customers, and retain customers. It highlights the importance of CRM in the services industry. FedEx launched initiatives like 6X6 Transformation and new e-initiatives to stay ahead of rivals by improving customer satisfaction, tracking systems, and simplifying information access.

1. FedEx in 2006: Continuing
CRM Innovations
Group 9Sandeep
Sarfaraz Anwar
Khalilullah
Rahul Sharma
Raju

2. About
• 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.

3. • Original name – Federal express
Changed to - FedEx on January 1998

4. Objectives of the case:
• 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.

5. CRM at FedEx
• FedEx was the first to launch overnight
delivery service.
• Transport companies had a tie up with IT
companies so that it could provide
information.
• Introduce “FedEx’s toll free line” for customer
information about delivery status.
• It gather information though COSMOS.

6. • It introduced Power ship in year 1984 to
improve the service.
• It established GOC (Global Operational Control
Center) to track real time movement and
positioning of trucks and flights and also
provide weather condition and electronically
displaying the data.
• It used CRM software which provided
information of the customers.

7. • FedEx pioneered the “Hub and Spoke System”

8. E- CRM Initiative
• FedEx launched E-CRM project for wide
information and move of Data.
• In 2001 it started with two certified CRM
application , one was to make built and make
customer profile and other was to customer
service.
• The main objective of E-CRM was to solve the
problem faced by customers.

9. Online tracking system

10. 6X6 Transformation
The Six parts of FedEx initiative1. Satisfy the FedEx Customer.
2. Work as a trust partner within the business.
3. Create a great opportunity for every employee.
4. Improve are ability to deliver.
5. Unify though a consistent environment.
6. Simplify information access.