H Branch Of China Netcom, Customer Relationship Management

Nowadays, in telecommunication business, the increasing of competitors and diversification and globalization of business has made the competition much more intensive between telecom. Only by communicating with customers through all kinds of channels so as to gain knowledge, know more about customers and improve their satisfaction to get more profit, could enterprises win in competition. CRM of customer as the center is suitable for China telecom industry. Only through CRM the companies know the customers' needs and supply the satisfactory products/service. Thus, the companies can exist and develop well. So, using CRM to rebuild their managerial mode is a necessity trend for china telecom industry to develop their information management.The customer service systems already existed in telecom industry build a good basic for CRM and Call Center is the main application of it. But it is not an easy thing for China telecom industry to implement CRM through the conversion of management concept from'product-centric'to'customer-centric'Inexplicit marketing,sale and service, separate and scattered customer information and integration to BOSS are all problems puzzling these companies.The author of this thesis has gone to the branch company of China Netcom of H to survey and studies. Under the complete understanding of current situation of customer management of this corporation, aiming the concrete problem of customer management of this corporation, with information technology development rapidly, the competition for telecom is very fierce. Under this background, it is very necessary to establish CRM to improve competition of this enterprise. In case of consulting a large number of reference materials, aiming at the operation situation of the company, the author researches how to plan and implement the CRM system of this company.This thesis is in line with the method of proposing the problem, analyzing the...