Research On Customer Relationship Management Of Tianjin Netcom

Customer Relationship Management is referred to as CRM(CustomerRelationship Management,CRM for short),which aims to integrate theadvantages of communications enterprises and optimize the managementmethod as well through the advanced computer technology. To identify,develop, research and cultivate the valuable customer, improve theservice level, enhance the value, degree of satisfaction, profitability andloyalty of the customer, reduce the marketing period and marketing costand seek for new market and channel required by the expansion ofbusiness so as to create more profits for enterprises by means ofconducting systematic research on the customer. This paper discussed thetransformation of Tianjin Netcom from extensive business mode tointensive business mode and the only road for enterprises to realize thecustomer relationship management gradually.Aiming at the current condition, this paper analyzed the CRM strategyof communication industry, meanwhile, discussed the initial design andprocess management of CRM of the Major Customer Service Center ofTianjin Netcom and primarily designed the function by taking theCustomer Information Control System of Tianjin Netcom as an example,Besides, This paper analyzed the situation of customer service of China'scommunication industry and the necessity for Tianjin Netcom to conductCRM by taking the calling center of Tianjin Netcom as the entry point.