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[April 16, 2006]

The new mantra: Taking CRM to CFS

(The Economic Times (India) Via Thomson Dialog NewsEdge): The drab and matter-of-fact business model of container freight stations (CFSs) is giving way to more sophisticated etiquettes, made to perfection by consumer marketing. Saurashtra Containers (SC), the world-class container freight station (CFS) which is going operational by the month-end in Mundra in Gujarat, is putting a lot of stress on customer relationship management (CRM).

Looking at the large cargo hub for Mundra Port that starts from north and western India (Punjab, Haryana, Delhi, Rajasthan, western UP & MP & Gujarat), the company has opened offices at New Delhi, Ahmedabad and Mumbai with dedicated relationship managers.

Personalised level of services and customer care will be the prime focus to facilitate our clients, said Sant Khare, CEO of Saurashtra Containers.

Accordingly, relationship mangers would guide their clients about the advantages of routing their cargo through the facility, about location like Mundra could reduce their logistics cost, apart from offering them the host of services that are on offer at the CFS.

Not only the whole team but also everyone at the facility have been put a three week training on every aspects of CFS functioning at par with international standards, Mr Khare said.

The 25-acre facility will have 20,000 sq m covered storage area and container stacking capacity of 5,500 TEUs in the properly paved container yard.

In phase I, more than 60 per cent of the facility is being made functional, while work on phase II will be taken up simultaneously.

There will be exclusive focus on containerisation of heavy and ODC consignments, with expertise for the safety and security of such cargo being made available to the trade. The best of container repair facilities will also be offered to shipping lines by the CFS as a total package.

All the requirements of cargo handling, lashing, choking, fumigation, all types of palletisation, packing/unpacking, etc. will be offered.

Saurashtra Containers is promoted by Mumbai-based Saurashtra Fuels, the largest manufacturer of low ash metallurgical coke in India. The group is also keen on exploring other locations for setting up CFSs and other logistics-based infrastructure, including catering to the supply chain management needs of the ex-im trade.

Given the vast experience of the group in shipping , the CFS has been conceptualised in such a way as to satisfy the needs of importers and exporters of Mundra hub in the best possible manner.

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