Shanghai Telecom Customer Service Process Optimization Analysis

As the monopoly of telecom market was broken, the competition in domestic telecommunication industry becomes increasingly fierce due to the rapid development of information technology. Meanwhile, the gap among major telecom operators is quickly reduced and the products turn to be overwhelmingly homogeneous. In order to improve their competitiveness, telecom operators implement customer relationship management projects one after another and seek for transformation from product centricity to customer centricity.To satisfy the need of customer relationship management and adapt to the development of customer services, telecom operators must review, optimize and redesign the product centric customer service processes. They should establish a set of performance system to measure, monitor and evaluate the quality and efficiency of the customer processes. With the help of the performance system, they can perfect the customer service processes and ensure the excellence of their customer relationship management.This thesis firstly introduces the definition and connotation of Customer Relationship Management, and then expounds the core thoughts of Customer Relationship Management and its applications in practice.This thesis takes Shanghai Telecom for example and analyzes its current customer service processes. According to its customer service goal and the deficiencies identified during the as-is analysis, this thesis optimizes and redesigns the customer service processes for Shanghai Telecom under the guidance of Business Process Reengineering. It then constructs a set of customer centric service processes.Based on the analysis, optimization and reengineering of the customer service processes of Shanghai Telecom, this thesis integrates Key Performance Indicators and Balanced Scorecard and proposes a framework for analysis and construction of KPI on processes, which is based on strategy centric Balanced Scorecard. It then creates a key performance system on processes based on strategy centric Balanced Scorecard.This thesis puts forward a solution to key performance system on customer service processes for reference according to the redesigned customer service processes of Shanghai Telecom.