Logistics: Everything from the Website to the CRM System

Seamless coordination across all parts of the supply chain is the main condition that makes logistics efficient. When individual elements do not function as a unified system, failures are inevitable. Often, a missed call, a duplicate request, or the loss of a document can result in a company losing a client. According to TMSA, 38% of logistics companies still do not have end-to-end integration between their websites, warehouses, accounting systems, and transportation. This means that certain operations are performed manually, which results in fragmented workflows and inefficiencies. However, this issue can be solved by using CRM for logistics.

Let's consider what is CRM in logistics and how it connects every stage of the logistics process, from customer inquiries on the website to route planning, warehouse management, and reporting.

What problems does the CRM system solve in logistics?

In most cases, the main logistical problems arise due to the lack of process integration. Time delays and errors are often the result of manually entered orders, separately planned routes, or limited access to information about the order status at the warehouse. This fragmentation is reinforced when CRM operates in isolation, without integration with other systems such as TMS for transportation management, WMS for warehouse logistics, ERP for financial and resource planning, or SCM for supply chain management.

CRM solves these problems by unifying all the actions, data, and user roles into a single system. In fact, 72% of logistics companies report improved control across all stages after implementing CRM. CRM-driven logistic optimization works as follows: an order from a website immediately enters the sales funnel. From there, a route, delivery tasks, and necessary documentation are automatically created. Both the dispatcher and the driver access the same real-time information. Thus, the company stops reacting to force majeure and begins to effectively manage processes.

CRM functionality for logistics companies: What really matters

So, what is CRM in logistics? Not all CRM functions are equally useful. Some aspects can actually complicate operations right from the start. For example, unclear responsibilities, data duplication, and missing analytics. If a CRM system does not solve these issues, it becomes just another tool with no real value. Below are the key features that should be implemented first.

Order pipeline – from request to fulfilment

Let's imagine a situation: Company A handles regional deliveries. The customers fill out a form on the website, where they select the city, type of cargo, and preferred delivery date. The CRM automatically generates a request, places it into the order pipeline, and assigns a responsible logistics coordinator. Next, the logistics optimization system calculates the optimal route and sets the task for the driver. Throughout the delivery process, the manager monitors status updates in real time and, upon completion, receives cost summaries, reports, and delivery outcomes. The entire cycle is performed in a single workspace, without the use of spreadsheets and email threads.

Integration – with website, GPS, email, telephony

When a company uses different channels such as website, phone, and tracking systems, the lack of end-to-end integration leads to management problems with an increasing workload. Ideally, a request submitted on the website should instantly create an order in the CRM, and the data should be transferred to the accounting system. At the same time, the vehicle’s location is shown on the map, and the customers receive delivery updates via SMS or email. All communication is centralized in one interface.

An excellent example of this kind of integration is how Salesforce integrates with UPS and FedEx logistics APIs. The system automatically creates shipping labels, tracks delivery status in real time, and updates both customers and logistics managers without the need for manual input. This optimization of logistics reduces manual steps and minimizes the likelihood of data-entry errors.

Document management and analytics – TTNs, CMRs, KPI tracking

CRM systems automate the process of creating documents, such as standard templates for TTNs, CMRs, and delivery confirmations. The system provides storage of documents and their transfer to the accounting department. TTN and CMR are generated as soon as the delivery route is created; they contain up-to-date details about the customer, cargo, and vehicle. Each document is saved within the order’s timeline. Managers get access to performance metrics – order volumes, delays, and transport loading. According to WorldMetrics, 58% of companies that have implemented a CRM-driven document automation reduced their order processing time by at least one-third.

Universal or custom CRM: what’s the right choice for a logistics company?

Most companies realize that their processes do not fit into standard templates. For example, it may be necessary to adjust the routing logic, add custom fields to describe the cargo, or separate access levels between dispatchers and carriers. In ready-made solutions, this is often impossible or very difficult. By comparison, a custom CRM adapts to your business process, not the other way around. That is why at Asabix, we develop tailor-made CRM platforms that meet your needs, work specifics, and team structure. This kind of logistics optimization allows you to implement only what is necessary, eliminate extra complexity, and scale your system without limitations.

CRM from Asabix – how we build turnkey logistics solutions

We develop a fully functional logistic optimization system tailored to the specific needs of your logistics business. Implementing a CRM for logistics with Asabix involves the following steps:

• Process analysis – we examine how requests are processed, how current logistics operations are managed, and how accounting is handled;
• Logic design – we map out user roles, statuses, workflows, and build a complete logistics funnel;
• System prototyping – we create interactive interface mockups to align on structure and UX;
• MVP launch – we deploy a functional minimum: request handling, route management, and core document workflows;
• Channel integration – we connect the website, GPS tracking, accounting systems, delivery APIs, email, and telephony;
• Scaling and support – we continuously improve the system, add new modules, train your team, and provide ongoing technical support.

Conclusion

The CRM system directly impacts real business performance. In optimization of logistics, it is responsible for order processing speed, status transparency, team workload, as well as service quality. In most cases, the efficiency and profitability of delivery depend on how well your website, accounting, warehouse, transport, and customer interactions are connected. If you are looking for a CRM that takes into account the specifics of your business, team roles, and routing logic, we can help. At Asabix, we provide logistics CRM development – our team develops integrated solutions that adapt to your workflows, scale with your company, and deliver measurable results.