The Research Of CRM In T Company

Chinese communications industry has underwent constant changes and major restructuring since1990. With the establishment of a number of carriers, Telecommunication services competition gradually began, Traditional Telecommunication Companies can not prevent new network operators to expand their business by virtue of their capital advantage and superiority. How to improve their management and competitiveness is the major issue as they are facing both opportunities and pressure. In recent years, customer relationship management, is gradually valued by telecom operators, the research trend is also from the initial theoretical analysis is gradually turned into actual strategic decision, from the early days of customer retention method is not universal, not to the telecom operators customer relationship management to provide effective, exact strategy guide, the development to the present more thorough, specific research mode.In this paper, taking the T Company for example, by reading literature, interview, comparative analysis, questionnaire survey method, through careful collection and arrangement of related information, data, combined with the enterprise business data, for comprehensive empirical study and analysis. In this article, the author try to find the weaknesses and improve the program of operation in T company through the consumer research and inner caucus symposium, and then promote to improve their internal management of quality, service levels and competitiveness through reasonable measures.The article consists of introduction, theory review, CRM of the status quo, sticking point with the company, strategy for next step, summarizing and vision part, provides the comprehensive advisory opinion for the CRM construction of T Company. According as the identity of the company, this article refers to basal theory of CRM, integrative knowledge with Telecommunication and Customer Service, integrate practicality and theory, provides the rebuild program for the CRM form of T Company.The innovation of this paper is the first from a theoretical point of view of the T companies in the communications market in the development of customer relationship management strategy, and the system is changed, standardization. Combining T Company facing the actual environment, through a large number of real data support, for different customer types, puts forward workable practical solutions.As the communication carrier, T Company is in obtain certain result at the same time, also has a variety of related issues need to be addressed, particularly in product, price, promotion and channel. T company should aim at its own weaknesses, first to establish customer value analysis, then supplemented by market segmentation, customer life cycle analysis, customer churn management, loyalty management, cross-selling (e.g. loss warning, customer feedback scheme, innovative products package), strengthening performance appraisal, promote customer relationship management effective improvement. The eventual realization of enterprise customer value and customer quantity guarantee.