Study On Customer Relationship Management In The ChinaTelecom Group

With the appearance of many telecommunication companies, the competitionwithin the telecommunication profession is increasingly keen, the differentiations of thetelecommunication products have become few and the trend of same quality hasbecome stronger and stronger. In the case of such environment, how to develop the newcustomers and retain the former customers, how to improve the customer's satisfactionand loyalty , how to enhance the customer's value has been the most important thingthat China Telecom has to face to raise income and profits.In substance the competition in the service trades is the customers. To ChinaTelecom, the understanding to "customer" has been changed gradually as themanagement tactic changing from the state monopoly to the inequitable competitionand to the complete competition now. The principle of "customer first ,serviceforemost" has been put forward after the establishment of the new China Telecom. It isthe great change . The innovation has been in progress continuously in the CustomerRelationship Management (CRM) by China Telecom. This article analyzes thecompetition under present conditions and the necessity to put the CRM into practiceand the existent problem in CRM that China Telecom faces. This article also studies thecustomer and the CRM as well as the China Telecom CRM System. Focusing on theCRM theory, this article introduces the composition and the function of China TelecomCRM module ,moreover, it introduces the composition and the function of theSub-system for Service and Management On-the-spot in detail combining with practice.At last it analyzes the problem in realizing the CRM and summarizes the essentialityof CRM to China telecom.