The Development And Applied Of Telecommunication CRM System

Telecommunication operators in China are facing intensifying competition since our country gradually opened this market. In order to improve their competitive edge, telecommunication companies put forward"customer-centered"mode of operation. In view of the commercial pattern, the paper puts forward ideas on Customer Relationship Management (CRM). Firstly, the paper analyzes the features of CRM in telecommunication field. Then it explains the limitation of CRM. Lastly, based on the situation, the writer, together with the operators of its branch companies, devises a new model on CRM. The new one is an integration of Business Support System (IBSS) project above the OCRM (Operational Customer Relationship Management) subsystem and the ACRM (Analytical Customer Relationship Management) subsystem. Later the paper tries to solve the technical problems in the application of the new model on CRM. The structure of the paper is given below.First, the paper illustrates the current situation about the informationization of correspondence enterprises and CRM home and abroad. It also refers to the trend of domestic information system in telecommunication and the market demand for informationization development.Second, the paper explains relevant technologies and theories on CRM. It mainly includes its concepts, workflow, service construction, function module, classification as well as key elements on CRM.Third, Based on a research project, the paper illustrates the design of CRM system, including the overall structure, OCRM, ACRM and the interface of the systemLastly, the paper explains the background of CRM, its application and feasibility according to the situation in Gansu province. Through the application of CRM, the local communication department can provide a unified management to the synthesis service support system and guarantee the interconnection, the coordinated operation among telecommunication branches through technical support. These pave the way for the sound development of the local telecommunication companies and strengthen their competitive power in the market.