Research On The Design And Application Of CRM In Telecommunication Enterprise

The statistics data from abroad and home shows that Customer Relationship Management is becoming a new developmental market of product and service. According to 300 European and American enterprises surveyed by the IDC. Not only American enterprises but also European ones are adding up the budget in CRM software. The budget as much as 31 thousand U.S dollars was invested in CRM in 1998 and planned to rise by 8% yearly on average. IDC also predicts the global CRM market will be 40% annual growth rate, and the rate of annual growth in the United States will be 44%. A study of AMR Research Cooperation predicted that the CRM budget for the United States in 2003 may reach 16.8 billion U.S. dollars.In China, CRM, since the latter half of 1999, has aroused the close attention of the IT industry and application industry, investors, customers and the software firms both at home and abroad.At present, the competition of domestic telecommunication markets is keener and keener, especially in the field of business which opens highly, such as mobile communications, IP telephone, broadband inserting and so on. This benefits the consumers who have more chances to make better choices, which makes telecommunications operators face unprecedented pressure of competition. How do Chinese telecommunications operators test a new tide of competition in the face of globalization in all directions? How do they seize the initiative in competition? Improving the core competitiveness of enterprises is the most fundamental choice.Now the telecommunications operators have paid unprecedented attention on how to improve customer's satisfaction and loyalty, improve customer's value and expand its own revenue and profits, which are the key elements of the enterprise's core competitiveness.Under this kind of background, CRM is the effective means to promote the competitiveness of enterprises, and its rising in domestic lets the telecommunication operators see new hope. In fact, telecommunication trade is the trade that CRM employs most extensive, so some world-class telecommunication giants have carried on enormous injecting capital into in CRM all without exception, so that it has strengthened the IT's ability to keep the customer , and it has greatly promoted its own key competitiveness. With the drive of CRM's using upsurge, the telecommunication operations in domestic have realized more and more that CRM is playing an important role in their own development.This paper consults, generalizes and settles foreign and domestic literatures on Customer Relationship Management (CRM) with a deep insight into the origin,development and functions in enterprise of CRM. The functions and significance of CRM in the telecommunication enterprise, and the advantages of the application of CRM in telecommunication enterprise in our country are analysized specifically in this paper. This paper focuses on the truss of CRM in telecommunication and the issues that should pay attention to in application.The hierarchical structure of CRM system in telecommunication enterprise designed in this paper include reception center, analysis center, decision-making center and service center. Its basic functions include customer's reception management, management and analysis of message, analysis of customer, personalized service. The modules of basic functions mainly include the system management of customer information, marketing management, sevice management, the development of management, call center, e-business and counterpart relationship management.The techniques and approaches of CRM in telecommunication mainly include the web techniques derected at e-business , CII techniques , the core techniques in the call center, the Data Warehouse techniques, and Data mining techniques.In the course of programming and designing of CRM in telecommunication enterprise, issues on the relationship between CRM and the current flow, system of telecommunication will definitely be encountered. This paper put forward how to recognize the relationship between CRM in telecommunication and the reforger of the flow of enterprise, EPR, and how to integrate the system. This paper also makes an exploration into the integration and application of CRM in e-business.The application of CRM means the improvement of the core competitive competence of telecommunication dealers, and the intensive management. This paper put forward that only dealing with CRM with a holistic strategic view can the the telecommunication dealers realize the comprehensive change in personnel, operation flow and techniques basically, and improve its core competition actually. The pre-requisite for the application of CRM is that the staff should ideate the customer-center concept and service awareness. The operation flow is more important than the techniques. One important task in the application of CRM is the BPR coupled with the system application. In the application of CRM, the realization of techniques must meet the demands of reality. It is quite a good strategy to apply CRM on base of holistic programming by combining the actual demands and the current information system, working out a good starting point.Customer relationship management(CRM) is a complicated project. Only by attaching much importance to the plan, application and management of the whole CRM project can the enterprise make a successful CRM project.