The Researchment Of The Upgrade In Customer Relationship Management System Of China Telecom FZ Branch

After years of rapid development, China's telecom operators enterprise now has a considerable size of the telecommunications network and the user groups. With the development of China's market economy and the deepening of reform, the operating environment of domestic telecommunications enterprises has also undergone a great change in recent years, the telecommunications market further open up internally, from a seller's market to a buyer's market.With China's accession to the WTO, competition in the telecommunications market switches from domestic to the international . The changement of operating environment brings great impact to the old telecommunications enterprise management model. The decision-makers of all domestic operating Enterprises are becoming aware that the necessity and urgency of the reform of enterprise management, the changement of operations mode, and the enhancement of competitive power, then they have started to promote the restructuring and reform model in enterprises from top to bottom.In a series of reform measures Launched in the telecommunications business, which transforms enterprise operating model from the scale of development as the central task to customer-centric and emphasizes customer service. Through establishing the Customer Service Center, strengthening the functions and status of the marketing departments and increasing the intensity of promotional publicity of new business, domestic telecom enterprises in awareness and action are developing towards the business philosophy and model of customer relationship management.The researchment of customer relationship management system can help telecom operators foster a customer-focused strategic thinking and realize changement from the operation-oriented to the customer service-oriented. In fact, the implementation of customer relationship management is the process of comprehensive changement of telecom operators in every aspects such as the management ideas, the sense of service and the business flow.In operating thinking, telecom operators will no longer focus on blind expansion, but according to the demand of valuable customer, launch targeted services timely, and maintain customers, especially some major clients who can bring high returns by the high degree of satisfaction services. Staff awareness of the service will also have a qualitative leap through the implementation of customer relationship management, all departments will establish the concept of cooperative working, servicing customers together.Through the researchment of China Telecom FZ branch and the analysis of existing specific problems in the branch, this paper considers that in order to strengthen the company's competitiveness, it is necessary to build customer relationship management systems on the background of the rapid development in information technology and more fiercer competition in telecommunications enterprises.With reference to a large number of information and according to the current operating situation of FZ Branches of China Telecom, the paper studys the upgrade of the company's customer relationship management system. It considers FZ branch should establish a set of customer-centric operation flow and management system through business systems integration, business process improvements and upgrading department functions, with supports of such as the adjustment of organization structure, the reform of human resources and the building of corporate culture. With the raisement of customer service awareness of staff, the performance of the departments in sales, services, marketing will produce a noticeable enhancement, they can provide customers with a more personalized, professional, and initiative services.