The Plan And Application Of Shandong Unicom's Customer Relationship Management

Because of the rapid development of the communication technology,the possibility of the competitive advantage which has been achieved by the telecom operators with network becomes less and less.To the telecom operators,the customer is the key factor of their profits.As one of China's leading communication operators, China Unicom builds up its service standard of "Customer is God".It takes the customers' demand as the work focus to satisfy its variety,complexity and individuality. To win the competitive advantage in the same field,it also tries to build the customer service platform,and improves the customer service level.To sum up,this article focuses on the issue of the background to research the Customer Relationship Management System of Shandong Unicom.This article is divided into six parts to study this system.The first chapter is the introduction which narrates the background of the research,and which proposes the questions that need solving;The second chapter is a summary of the theory,which mainly introduces the theory that the CRM construction adopts;The third chapter is the present situation and the analysis of the Customer Relationship Management System of Shandong Unicom.Firstly,it analyzes the status of Shandong Unicom core system. Secondly,taking the Heze branch company as the example,it analyzes the present management status;the fourth chapter analyzes the demand of Shandong Unicom Customer Relationship Management System.This chapter proposes the overall construction principle of CRM,and then it carries on the detailed demand analysis in view of the customer information management,product management,channel management and customer maintenance;the fifth chapter is the CRM technical construction as well as module realization.This chapter embarks from the service demand analysis,determines the CRM technical construction and the software system construction,and elaborates each module's logical realization and the corresponding solid structure separately;the sixth chapter is the concluding remark.It introduces the points of the innovation,what's more,analyzes the CRM present questions,and finally prospects the future of the Customer Relationship Management System of Shandong Unicom. This article has four innovative points.Firstly,CRM is applied more flexibly;the core system's extension is stronger because of the use of J2EE construction system.It also overcomes the old system's shortcomings;at same it provides the more powerful technical support for the market development.Secondly,CRM establishes the unification view for customers,so might provides the personal and the various services to the customer,and really builds a customer service platform.Thirdly,CRM adopts the system analytic method,considerating from the overall situation,it conforms the company's resources,achieved the resource sharing through all kinds of connections. Finally,CRM standardizes the flow of accepted service,and promotes the company division organization adjustment during the construction process as well as the promoted application process of its later period.Therefore,various departments' divisions of labor become more explicit,and raise the working efficiency of the whole company.