Research On The Application Of CRM In China Telecom Operator

In the severely competitive business environment, the increasing of competitors and diversification and globalization of business has made the competition between enterprises much more intensive. Only by communicating with customers through all kinds of channels so as to gain knowledge, know more about customers and improve their satisfaction to get more profit, could enterprises win in competition. Especially when the new economy comes, customers are the most important factors for success and the source of profit for enterprises. It means that who owns the customers, who owns the market. And it will make enterprises' strategy change from product-centered to customer-centered. But how to get to know what customers need, how to get customer segmentation, how to change customer relationship and how to improve their satisfaction? Customer Relationship Management (CRM) is used to solve these problems.CRM put emphasis on the customer-centered idea. This idea should filter into every link of enterprise management. Only by doing research of characters of our enterprise itself and its industry, could we integrate business process and organization structure, and set up CRM system, which fits for our own business, and could it be helpful to the development of enterprise.China Telecom is a special enterprise, which has been splited twice, and has been changed from a monopolist to a market competition participator. During the transformation, China Telecom needs advanced management ideas to improve its management and customer relationship. That's why the topic about how to apply CRM in China Telecom has been proposed. This paper provided a program for the CRM application in China Telecom, based on the characters of China Telecom, and based on the ideas of CRM implementation and business process integration.