The Study On Application Of Ningxia Telecom Customer Relationship Management And Data Mining Technology

Have been experienced the reform and restructure of the telecom enterprise,China Telecom Market has already enter a fierce and free competition era.The valuable clients become the spot which is chased by the telecom operators. Every enterprise carries out CRM (Customer Relationship Management) numerous and confused to strengthen the analysis and usage of the clients data and consuption information.The practice shows,CRM is an efficient way to promote the core competence of the enterprise.To build and make full use of CRM system has became the significance of Ningxia Telecom.Firstly,this article summarizes the theory,concept and practical situations of CRM.Then it elaborates the characteristics of customers in telecommunication trade.With the close analysis of telecommunication market and the actualities and problems of CRM,this article points out the necessity of CRM for Ningxia Telecom.The article puts an emphasis on the frame and function of Ningxia telecom's CRM system. An integrated CRM system of Ningxia Telecom has three layers,which are the interface,function and data supporting layer.The interface layer answers for data exchanging with outside;The function layer answers for integrated business process and realizes the sharing of business logic;The data supporting layer which shields the details of how the data are stored,organized and accessed,provides united data to the function layer and realizes sufficient sharing of business data.Pointing to main problems of Ningxia telecom's CRM system,three modules of CRM system are emphasized which are customer contacting management module, customer information management module and data analysis management module.This article also does a primary research of how to use data mining technologies in CRM and three practice examples of customer lossing,customer subdivision and customer departure forecast are given.Finally,this article put forward a point of view that CRM should be evaluated by customer experiences.The article also points out the issues that should be paid attention to in practice.I sincerely hope the study of this article can provide reference for the directors of Ningxia telecom CRM system.