A Probe Into CRM In China Telcom Chengdu Branch

"Clients Relation Management"(CRM)is getting popular all across the globe and attracts more and more attention in various disciplines and industries. Directed by the clients'demands, applied through IT techs, CRM is, on one hand, an advanced computerized management system, and on the other, a system of advanced management ideas and modules. A successful application of CRM can help hold clients, greatly reduce operational cost, strengthen the core competencies of the firms, and eventually, increase the margin. This dissertation starts from an analysis and summary of the ideas and theories within the up to date CRM, to a new structure provide by the writer and eventually to a comprehensive discussion of internal management strategies for the application of CRM, with the CRM of China Telcom Chengdu Branch as an example.After decades, China Telcom Chengdu Branch has enjoyed large popularity not only in the midst of individual clients but also the corporations, capable of providing comprehensive TEL service, and has outlets all across Sichuan Province., but still confronted with several problems within CRM. This dissertation focuses on the basic idea that CRM is more than a tool but a strategy for the corporations to transfer from the products oriented to clients oriented. CRM system alone is not enough for a corporation to meet its goal, together it should work with the revolution in enterprise culture.