Customer Relationship Management Study Of CY Mobile Communication Corporation

The overall promotion and consummation of 3G network, and the changes of telecommunication competitive pattern as well as the rapid development of telecommunication technology have changed the market environment of telecommunication in our country. Presently, China Mobile, China Telecom and China Unicom have formed three main forces in the market. To develop the 3G market, China mobile will inevitably face a new market environment with intensified competition both at home and abroad.In the market with fierce competition, to maintain good relationship with clients and to enhance the customer's satisfactory degree are of great significance to the China mobile's fully exertion of its core competitive strength. Based on the theory of customer relationship management, this paper adopts a combined method of theoretical analysis and empirical research. Taking CY Mobile Company as the research object, according to the questionnaire investigation result of customer satisfaction degree, this paper analyzed the main problems existing product quality, service level, and overall business flow and customer relationship management in CY Mobile Company. These problems include insufficient innovative degree in value-added services, unreasonable charges in communication, lack of effective integration of customer resources, inadequate service sense in the brand offices, and inefficient development of personalized products. Furthermore, in combination with the actuality of CY Mobile Company, some feasible countermeasures and suggestions are offered on how to improve and implement customer relationship management.