The Plan And Practice On The Customer Relationship Management System Of Hubei Unicom

Current trend shows more and more intense competition in the telecom market; with the slowdown in the increase of audio service and the rapid growth of data service, the demand for the information service starts to emerge and the market is showing the trend of diversification and multiplicity. At the early stage of a telecom enterprise, the core competence is mainly from the telecom network resource, lowering cost by large volume, and attracting customers by quality service and low price. But after the enterprise finishes the large-scale expansion, the old profit margin will get narrower; and then it should increase its profit by increasing the customer value, i.e., increasing the customers' usage of the telecom network, and thusrevenue and profit, by providing more types of services. Hence, the customers become the most important resource of a telecom company; how to learn and meet the customers' needs, and increase their satisfaction and loyalty becomes the focus of a telecom company. Telecom companies are accepting the concept of Customer Relationship Management (CRM) and they have started to build the CRM system.This thesis reviews the background and concept of CRM, and studies the current status, developing direction and problems in the implementation.Next, the thesis analyzes the characteristics of telecom products, changes in the telecom companies' business and management under the new market competition environment, and the properties of CRM. The core competence of telecom companies has shifted from network resources to customer resources; the management has shifted from product-oriented to customer-oriented; the organization structure has shifted from product-centered design to customer-centered design; the service has shifted from passive to active. The one who can do better in exploring and satisfying customer's needs, will hold a position at advantage in the market. When designing and implementing the CRM system, one must adapt to these changes to serve the company's strategy better.Next, the thesis studies the practical situation of Hubei Unicom and designs the CRM system for Hubei Unicom. The establishment of CRM is not accomplished in one action. In the building process of the Unicom CRM, it is not standalone; instead, it is implemented as an integrated system and as a software family. By the practical needs ofbusiness development, we build the billing, sales, accounting, customer service and credit management systems first in order to meet the urgent need to perform business activities; after that, we built the business analysis system, key accounts system and telephone marketing system. The distributed implementation under unified planning will dramatically lower the implementation difficulty, reduce system investment and hedge the risk.In the end, the thesis takes one subsystem of the Hubei Unicom CRM - the key accounts management system as an example; it analyzes the design principle and architecture of the key accounts system thoroughly, and describes the influence of the large customer system on the business with the key accounts. Since the key accounts, though comprises only a small portion of the total customers, may bring major revenue and profit to a telecom company, they inevitably become the focus that telecom companies strive after. Their characteristic, business specialty and importance, determine that key accounts business not only requires a full line of marketing, service, value and business systems, but also requires support from a compatible IT system. The goal of Unicom's key accounts system is to do data mining from vast customer information and gradually build an intelligent key accounts marketing system.