Application Of Business Intelligence On Customer Relationship Management In The Telecommunication Industry

With the increasing competition in the international market, data became more and more inundant in the business environment, but information is lacking accordingly. On one hand, the enterprises make the innovation on information technology, and the innovation brings the large amounts of data that is becoming and has become a heavy burden; the other hand, the conductors of the enterprises do not master the sufficient information facing the decision-making risks when they make a decision. This shows that owning data does not mean owning information.To meet the needs of decision-making of enterprises, Business Intelligence is attented gradually. Business Intelligence is a category of applications and technologies for gathering, storing, analyzing, and providing access to data to help enterprise users make better business decisions. Business Intelligence applications include decision support systems, query and reporting, online analytical processing, statistical analysis, forecasting, and data mining. It can help enterprises to make timely, correct, workable and effective decisions and ultimately improve their competitive edge.Business Intelligence is the pivotal solution that helps the enterprises actualizing Customer Relationship Management successfully.It is applicable for the telecommunications industry that is data-intensive industry. Business Intelligence can establish the forecast model on customers in telecommunications industry; it is possible to analyze the characteristics of clients, according to the customers'diverse needs, it provides the personalized service and solutions. Therefore, the Business Intelligence becomes an effective tool that helps the telecommunications operator increaseing revenue, profits and improving customer satisfaction and loyalty. It provides strong scientific and relevant information to support decision-making inthe telecommunications industry. In the fierce market competition, applicating the Business Intelligence in the telecommunication industry Customer Relationship Management wins customers and provides a powerful tool for the pursuit of maximum profits.The main contents of this study include the followings:Chapter1. Introduction. Firstly, the paper discussed the issue of background and significance of the study.Secondly, reviewied the currently domestic and overseas situation of research on Customer Relationship Management and Business Intelligence.Finally, made a major research, the research methods and overall philosophy.Chapter2. The introductions of Business Intelligence and Customer Relationship Management. Including the concept of Business Intelligence, key technologies, technical architecture and how to build Business Intelligence system.The definition, basic content and applications of Customer Relationship Management.Chapter3. Analysed the problem of Customer Relationship Management in the telecommunication industry and the thinking of how to solve the problem. Ask questions, analyze issues and solve problems is the same thesis research ideas. Here detaileing analysis of the existing problems on the current status of Customer Relationship Management in the telecommunication industry.And then, found that Business Intelligence is essential for the Customer Relationship Management in telecommunications industry.Chapter4. Identification and extraction the Business Intelligence data on the Customer Relationship Management in the telecommunication industry. Business Intelligence is not a technical but a solution to a specific problem, which is used by the data warehouse, online analytical processing and data mining technologies. I dentified the sources of data. Second, extract transformation and loading storage.Chapter5. Business Intelligence is applied for decision-making support on issues of the customer segmentation and the customer loss in the telecommunications industry. In the telecommunications industry, customer segmentation and customer loss has been the main focus of concern. At present, the method of customer segmentation is using the statistical method. Accordingly, taking measures to maintain and protect customers. Generally, they find the reason of customer loss by following up the individual users and investigating partial big customers.At the absence, there is not an effective solution, this part of this paper wants to give a solution about two issues.This paper uses the model of cluster analysis on customer segmentation problem, making a multidimensional analysis for customer's consumption behavior. By using the model of C5.0 on customer loss, they find the real difference about the loss of customers and non-customers and take the appropriate strategies. The forecast loss of customers helps the enterprises find the potential loss of customers to take preventive measures to save costs, and increased income.Chapter6. Conclusion and the prospects for future research. Making a study conclusion and giving the further study in the right direction on Customer Relationship Management in the telecommunications industry. It is necessary to conduct research on their customers'action and provide appropriate services in accordance with demand in the telecommunications industry.In this paper, we still need to improve in many areas. The analysis is based on limited data that are the personal information and consumer information of and customers in the telecommunications industry.Therefore, we will include more indicatorsin the future studies. Meanwhile, the study of Customer Relationship Management is not in-depth and detailed. On one hand, I do not study the entire data sample that used partial data simply. For further study, I can Combine a variety of services to the consumer time.On the other hand, the study is aimed at the macro mining laws and do not analyse abnormal data that often contain some unusual "accident useful" knowledge. These deficiencies will be the focus of attention as a basis for further research. This paper studies Customer Relationship Management to the practical application of business intelligence on the telecommunications industry .This paper illustrates the concept of Business Intelligence, key technology and methods of the study, which is meaningful. It can be used in the telecommunications industry, but also to guide the industry in China has accumulated a lot of data, such as banking.