China Mobile Client Group Satisfaction Management Research

After the reorganization and realignment of China Telecom industry, China Mobile is facing a profound revolution in its system, operation and development strategy. In the process of transforming the operation of network-orientation to customer-orientation, how to enhance the Customer Relationship Management Capability (CRMC) of the company is the key to success.Customer Relationship Management (CRM) has become the effective way for companies to reinforce their core business competition, because the customer has become the most valuable resource for these telecom companies. Furthermore, customers, especially major customers will be the focus and valuable asset of the competitive market in the following phase. In the fierce market competition, client group needs more individualized product and service. So the enterprise must build timely information interaction, information processing technology and the appropriate process, system, organization structure. By the above measures, the enterprise will be more competitive in the fierce market competition.The paper is concentrated on competition environment of china mobile in China telecom industry. By the theory of CRM,Service Quality Model,SCSB and so forth, the author analyzes the existing CRM problems of Jiang'an. In short, the group client management solutions are not simply an assembly installation process of the hardware and information system, but an continuous improvement of management vision and service reformation. The company must know more about the needs of their major accounts and accordingly launch new products and satisfactory services to attract and retain their major accounts.