Design And Application Of Mobile Customer Relationship Management System

With the restructuring of telecommunications,the competition of the telecom market of China is getting fiercer and fiercer.Evolution of science and technology and full service operation requires operators to make changes in all directions.In the changing process,the evolution of technology architecture and operating system of customer relationship management system becomes one of the important factors affecting customer service.To ensure the sustained development of China Mobile in the fierce market competition,to adapt to the change of market strategy,to promote the development of China Mobile's full service operation,and to meet the emerging new needs,we need to replan the overall functional distribution and system structure of CRM.With “the new generation business operation supporting overall planning of the system” as our guide,and with “reusability,scalability and business flexibility” as our design principle,we inherited “three levels of architecture”,and we have redefined the provincial customer relationship system architecture,the information model and the system interface of China Mobile.To meet the requirements of the key technology,we provide powerful support for flexible,high-efficient,sustainable and stable channel operation,marketing,customer service,customer management and so on.This paper mainly describes the design and implementation of mobile customer relationship management system,in which the modules like customer management,product management,marketing management,report management,basic management will be introduced and explained in detail.Compared with the previous version of the mobile CRM system,this system boundary is much clearer and the business ability is much stronger.At the same time,it has realized decoupling of the system to reduce the coupling degree and to improve the stability of the system.