The Initial Research Of CKM Implement In HuBei Mobile Communication Corporation

As an employee of chinese telecommunication service provider, the author discusses the necessity of improving customer relationships management (CRM) with his personal CRM experience by analyzing the inner and outer corporate environment and comparing the corporate strategy with those of the model international enterprises. The concept of knowledge management (KM) is proposed to improve CRM. Combing the theory of KM and CRM, the author suggests that the essence of its application lies in knowledgeable customer relationship management or Customer Knowledge Management (CKM). The corporate knowledge strategic gap in customer knowledge is analyzed based on survey and audit of the current state of corporate CKM. First, a survey team is founded to do the survey, mainly by interviewing, to determine the coverage of customer knowledge audit; then, questionnaires are designed and distributed based on the survey results; finally, data are collected and analyzed adopting the eTom (enhanced telecom operation map) model from International Teleommunication Management Forum, Knowledge Map theory and the already mature customer satisfaction model from the corporate itself. A quantitative evaluation is made of the application of customer knowledge in this corporation's management processes concerned, which are major contributors to customer loyalty and satisfaction. According to the importance of these processes and the gap between the reality and corporate customer knowledge strategy, a priority improvement matrix of the corporate CRM is developed as the major conclusion of this paper. At the end of the paper, the author brings forth a CKM project based on the relating audit results, preparing the grounds for its gradual implementation in future. The project mainly covers the determination of CKM strategy, implementing procedures and milestones, as well as the major factors in these procedures such as cut-in point, team, culture and stimuli.