C Telecom CRM Study

With the items of WTO carrying out, our telecommunications will have to compete with not only domestic companies but also foreign companies. So they should enhance their core competence to obtain the upper hand. In this situation, C Telecom should change its management conceptions and adapt to the changing of telecom market. In doing so, what the most important is to change management conceptions from service orientation to customer orientation. CRM is used to resolve these problems.Firstly, the paper makes literature research of customer relationship management. Then, with comparing the CRM of the domestic and transborder telecommunications, and analyzing the SWOT and current state of CRM in C Telecom, the paper indicates that C Telecom should change its management conceptions from service orientation to customer orientation so as to enhance its core competence.After identifying the core problems of CRM in C Telecom, the specific countermeasures are presented. By customer value model, the paper analyzes customer value of C Telecom to identify the valuable customers and to make customer subdivision. And based on the customer value and subdivision result, it presents a customer maintenance scheme to enhance the core competence by implementing the customer relationship management. Based on the abundant customer information resource of C Telecom, the data mining scheme is presented. By this scheme, the VIP customers can be identified and the fraud behavior of vicious customers can be predicted. The result is that the main income of C Telecom is increased and the loss produced by fraud behavior is decreased.In this paper, the author study the CRM of C Telecom from three aspects (theory discussing, conception transition and practice application) to cope with the competition of the domestic and foreign telecommunication company.