The Application And Exploration Of Sales And Customer Service Support System For A Provincial Telecom Operator

Nowadays China Telecom has been in a marketing environment of full service as well as fierce competition. To a certain provincial telecom company, it needs to consider the following questions:How to deal with telecom churn management and reinforcement of precision marketing in order to keep old and high-end customers and reduce the rates of churn? How to stimulate the development of services with a stable customer base, improve the pertinence and effectiveness of marketing and cut down the cost of marketing and service? With these challenges, the company needs to analyse the present marketing service system and information support system, benchmark with its competitors and conduct the research and practice on theories of Management Information System, Customer Life Cycle, Customer Segmentation and Services Marketing and techniques of Data Mining, so as to construct a new marketing service maintenance system and take new information support measures. With the improvement of the information system, staff members at all levels can improve their abilities of full services and strengthen customer satisfaction by means of quick and efficient information support. As a result, the company can achieve the long-term competitive advantage.The thesis contains five chapters. The first chapter briefly introduces the present customer service maintenance condition and its development of a certain provincial telecom company. The second chapter analyses relevant theories and techniques, including Management Information System, Customer Life Cycle, Customer Segmentation, Services Marketing and Data Mining. The third chapter describes the implementation, application and effects of sales and service support system, including the analysis of key problems of system implementation, the implementation of the system, the application of the system and the goals, strategies and effects of the application. The fourth chapter creatively proposes measures to improve the information support system and process. The five chapter ends with summary and prospects.