Research On Application Of Customer Relationship Management To Telecommunication

Due to the fast development of enterprise information and speedy advance of network economy, traditional commercial mode has been changed thoroughly. Products and services of various sectors are being commercialized gradually, which tends to show the same nature. Today, it is more difficult to get distinctive competitive advantage for business, hi order to satisfy customers more, a successful enterprise should completely and quite understand customer information, make a timely correspondence to individual request, and provide them with convenient purchasing means, perfect after-service and constant regards. On the contrary, traditional customer relationship management decentralizes information of sales, services, markets, manufacture, inventory and so on. The decentralization on customer information brings about incomplete understanding. Probably an enterprise may be in trouble with business for the disadvantage, resulting in wasting resources, losing selling chances, even a passive position in competition. So it is necessary to emphasize the practical significance of customer relationship research.Many enterprises try to build their own systems of customer relationship management (CRM) in view of its importance. However, CRM is an enormous project while considering either management ideas or technique realization. For some enterprises, it's hard to take up this project because of the extensive concept, rich content and complex establishment. As management ideas concerns, traditional customer management need be broken. The focus of competition should be gradually centered on customers. With respect to technique realization, CRM contains three sub-systems, i.e., contact, operation and analysis. Specially, the analysis sub-system, based on various supporting systems, is a comprehensive application system involving many compound techniques, for example, database, data mining and OLAP. It will be a long progress from establishment to efficiency acquisition.This paper originates in concept of CRM, and details in not only the efforts that CRM ideas should make in enterprise management, but also the techniques of establishing CRM system model. As a hot spot of CRM, the purchasing trend is further discussed in this paper. The basic ideas and model of purchasing trend analysis system, which are founded on past data records, are also suggested.