The Application Study And Practice Of Customer Relationship Management For Guangzhou Mobile Communication Company

With China entering WTO and the shaping of the competitive structure in Chinese telecom service market Chinese telecom service providers face more and more drastic competition. And Chinese telecom service providers realized that CRM is more and more important. Building the operate principle of "customer is center "and making a perfect CRM system have became the basement of Chinese telecom service providers how to attract the customer.In the severely competitive business environment, the increasing of competitors and diversification and globalization of business has made the competition between enterprises much more intensive. Only by communicating with customers through all kinds of channels so as to gain knowledge, know more about customers and improve their satisfaction to get more profit, could enterprises win in competition. Especially when the new economy comes, customers are the most important factors for success and the source of profit for enterprises. It means that who owns the customers, who own the market. And it will make enterprises' strategy change from product-centered to customer-centered. But how to get to know what customers need, how to get customer segmentation, how to change customer relationship and how to improve their satisfaction? Customer Relationship Management (CRM) is used to solve these problems.CRM put emphasis on the customer-centered idea. This idea should filter into every link of enterprise management. Only by doing research of characters of our enterprise itself and its industry, could we integrate business process and organization structure, and set up CRM system, which fits for our own business, and could it be helpful to the development of enterprise Guangzhou Mobile Communication Company Limited is a special enterprise, which has been changed from a monopolist to a market competition participator. During the transformation, Guangzhou Mobile Communication Company Limited needs advanced management ideas to improve its management and customer relationship.In this paper, with the research purpose of CRM applications, it describes the CRM implementation of the mobile communication operators and the content of the errors in the process of implementing CRM. Meanwhile, concerning with the specific situation of GMCC, it analyzes CRM application problems and advises the CRM application strategies, including consummating the management mechanism inside the corporation, integrating internal resources, reorganizing CRM process and strengthening channel interaction management for the implementation.Using the method of the combination of theory and practice, comparative research method, after the analysis on the CRM and telecom service providers, this paper provided the CRM application strategies frame and implementation, according with the actual characters of enterprise. It has certain theoretical depth and practical significances, and it provided some feasible advices for CRM application in GMCC.