Changsha Telecom The Lugu Branch Crm Improvement

The When the Chinese telecom enterprise facing a third-generation mobile communication technology (3G) after the challenge in the world taken off tentative steps, field sales and service executives facing industry restructuring is bound to trigger a new round of market competition for power. Consumer behavior in China has fundamentally changed, Intensified the trend of the digital world, the vitality of the existing business model is being challenged. Customer relationship management professionals must develop quickly to focus on customer insight and ability to open up the leading digital channels, to transform the customer experience, organization to open up new markets and reduce complexity.This branch of China Telecom Lugu Changsha Branch (here in after referred to as the Lugu Branch) as the research object, analytical CRM in theory as the guiding ideology, branch currently have on the Lugu transaction-oriented operational CRM applications a full range of analysis. Lugu branch from the increasingly competitive telecommunications market, the challenges of integrated services, as changes in motivation, CRM in-depth subject-oriented, especially in management, to assess customer value, value-oriented mining applications as a starting point, proposed to meet the current telecom market operators in multi-faceted three competing CRM Lugu branch improvement program. The proposed improvement program are to establish branches in the Lugu CRM Based on the analysis of existing problems, which established the objectives and principles of CRM to improve and ideas, frameworks, and designed to improve the overall steps. The paper comes to CRM applications, more in-depth data warehouse and data mining technology, and business process through services such as telecommunications enterprise to adapt to the nature of the process integration model, Lugu Branch hopes the case of telecom CRM framework to improve empirical test.This study was designed to initiate. Hope for the telecom enterprise to provide CRM applications in the research should learn from the ideas and methods.