The Research On Customer Relationship Management Of Mobile XX Branch

With the development of the communication industry and the saturation of the communication market,the major telecom operators have changed from the development of customers to the maintenance of existing users and the development of new customers.The competition centered on products in the past has changed to focus on the market and customer demand.How to improve the personalized and diversified services of customers directly affects the development of new customers and the retention of existing customers.In this environment and background,improving the ability and level of customer relationship management will enhance the competitiveness of enterprisesThis paper mainly studies the problem of customer relationship management in xx mobile company.The first chapter describes the purpose and significance of the author’s research on customer relationship management of XX Branch of China Mobile.Based on reading and collecting a large number of references and combining with the research status of customer relationship management at home and abroad,the author finally determines the research content and research ideas;the second chapter mainly introduces the theoretical basis of customer relationship management;The third chapter introduces the current situation of customer relationship management of mobile XX Branch,and makes a comprehensive analysis on the current situation of customer relationship management of mobile XX Branch.Through the analysis of the current situation,the existing situation to find problems and in-depth excavation of the problem.The fourth chapter is about the problems existing in customer relationship management of mobile XX Branch.Through questionnaire survey and expert interview,this paper studies and puts forward the problems that affect the customer relationship management of mobile XX Branch.At present,it mainly includes poor customer satisfaction index,product quality,service quality,management,information application,marketing strategy,self-service channel,etc,The main influencing factors are extracted through the proposed problems and factor analysis.The fifth chapter is the optimization suggestions of customer relationship management of xx mobile company.According to the existing problems and influencing factors of customer relationship management obtained from the previous analysis,the Countermeasures of customer relationship management problems are formulated,Through increasing information construction,optimizing customer self-service channels,improving the marketing strategy of professional customers,strengthening the training of professional customer relationship management personnel and improving the basic ability of customer service,etc.The sixth chapter is the conclusion and prospect.In view of the above research on mobile XX Branch,it puts forward my own research conclusion on customer relationship management of mobile XX Branch.This paper collects the basic information and relevant data of the mobile XX Branch Company through the field investigation.Through the questionnaire survey and expert group interview,the paper deeply studies the current situation and existing problems of the customer relationship management of mobile XX Branch,makes a comprehensive analysis on the current situation and problems,and finally puts forward relevant improvement suggestions,It has great reference value to improve customer relationship management of XX Branch of China Mobile,and also has certain reference significance to other similar enterprises.