The Research On Construction And Applicaton Of Hunan Telecom Company's CRM

In Recent years, with the intense competition of telecommunication market, all the operators are facing new opportunities and challenges. The central competitive ability of a modern enterprise is the ability of obtaining new customers, keeping old customers and promoting customers'value and profit. CRM which is an effective way to prompt enterprise's central competitive ability is an inevitable choice of Hunan Telecom in the new competitive environment.Firstly, this article summarizes the theory, concept and practical situations of CRM. Then it elaborates the characteristics of customers in telecommunication trade. With the close analysis of telecommunication market and the actualities and problems of CRM, this article points out the necessity of CRM for Hunan Telecom.The article puts an emphasis on the frame and function of Hunan telecom's CRM system. An integrated CRM system of Hunan Telecom has three layers, which are the interface, function and data supporting layer. The interface layer answers for data exchanging with outside; The function layer answers for integrated business process and realizes the sharing of business logic; The data supporting layer which shields the details of how the data are stored, organized and accessed, provides united data to the function layer and realizes sufficient sharing of business data. Pointing to main problems of Hunan telecom's CRM system, three modules of CRM system are emphasized which are customer contacting management module, customer information management module and data analysis management module.This article also does a primary research of how to use data digging technologies in CRM and two practice examples of customer subdivision and customer departure forecast are given.Finally, this article put forward a point of view that CRM should be evaluated by customer experiences. The article also points out the issues that should be paid attention to in practice. I sincerely hope the study of this article can provide reference for the directors of Hunan telecom CRM system.