The Research About Application Of CRM In DaZhu Telecom Company

With the intensification of market competition in communication industry, the domestic communication firms are in face of huge competition stress. With the drop of profit for competition, the communication firms must find appropriate may to adopt the marketing condition and improve core competition capacity. At the present time, there are four communication firms in Dazhu and market competition is very intense. In 2004, the number of loss customer of Dazhu telecom company is 3657 and the loss of earning is 1863.7 thousands yuan. The number of arrears customer is 8992 and the arrears sum is 900 thousands yuan. These problems bring negative influence to Dazhu telecom company. In this paper, we put forward using Customer Relationship Management(CRM) to solve these problems. We analyze the current situation about application of CRM in Communication industry through peruse correlative papers, so we testify the validity of using CRM in Telecom companies. Then we analyze the competition condition and management current situation of Dazhu telecom company and emphasize on customer churn and customer arrears. We put forward holistic scheme of CRM combining the practice of Dazhu telecom company. At the basis of holistic scheme, we analyze the material tactic including customer segmentation,...