The Establishment And Perfection Of Large Customer Service System Based On Customer Relationship Management

As a result of several years development ,the global market of CRM isalways in an explosive and rapidity growth since the idea of CRM was puttedforward .At the same time, the market of CRM breeds and comes into beingquickly in China .Along with the quickening pace of our country enteringWTO, it requires internal public's telecommunications operation enterprise todress to the telecommunications operation enterprise of first-in of abroad inthe business administration, in order to meet the internationalize competitionof the telecommunication's industry, and deepening along with what the nationreformed ,the market environment of internal telecommunications industry hasgradually been hastened reasonably , and just competes to increasinglysharpen .The international and internal situations have put forward sternchallenge all to the service content , service mode , service quality , businessadministration as well as service consciousness of public's telecommunicationsoperation enterprise. At the telecommunications industry, through the statisticsin the operation course the law of " income of 80% comes from in thecustomer of 20% ", equally being suitable .These 20% valuable big customer'sresources become the lifeline of enterprise management .This paperapproaches takes CRM's theory as the guidance, and has put forward thedesign and improvement that economizes big customer's oftelecommunications marketing system to certain suggesting.The change of the customer's purchasing action,the sharpening increaseof the competition in market, the requirement of managing inside theenterprise and the development of modern technology have pushed forwardthe development of relation management of ( CRM ) customer's . The changeof the customer's purchasing action,the sharpening increase of the competitionin market, the requirement of managing inside the enterprise and thedevelopment of modern technology have pushed forward the development ofrelation management of ( CRM ) customer's .The management of the customer's relation is taken for a new anddeveloping management mechanism which aims at improving betweenenterprise and the customer relation. On the one hand it optimizes the resourcedistribution by way of the enterprise's completely management of vocationalwork distance traveled by a stream of water, and reduces the enterprise cost,and shortens sale period; on the other hand that by way of provides the serviceof prompt and thoughtful and high quality comes to attract and keeps evenmore customers and increases the market share. The thought of management isits nucleus first, and customer is one of the most important resources what theenterprise develops; next, the various relations that occur between theenterprise and customer are carried on overall management finally , it prolongsthe enterprise supply chain further managing .The big customer of telecommunications is the major source that thetelecommunications company in operation took in, a customer concerns thatthe management theory has the important guidance meaning to big customer'smarketing, the show is in:The first, it is beneficial for taking it as objective that seeks bigcustomer's long-term value. The second, it is beneficial for the smoothtransition of operational mode from the center of product to the center of thecustomer. The third, it is beneficial for the guiding of the marketing methodfrom the product's feature to the product's benefit. The forth, it is beneficialfor stressing the loyalty of customer, and establishes the foundation for thedevelopment going on for the enterprise.By studying and analyzing with SWOT of big customer's service in acertain province, the good and bad power is concrete inside it, and the show isin:Though China telecommunications is big operational business in theinternal telecommunications company, the network of it covers widely, and thecircuit quality is fine, and communication technology person of abilityassumes higher level's depreciation and younger, but his marketing ability isweak and the sale means become rigid and the personnel system of traditionleads to distributing the serious unsuited reason, it is hard to transfer the zealof staff for customer served. Let's look the external environment aspect.Though the vocational work requirement of customer is moved upward andthe coming down of fees can arouse the new requirement in thetelecommunications, but the nation policy is tilted to othertelecommunications companies in operation, and the new technology (if IP'stechnology etc) is to tradition lashing more greatly of vocational work, itsdevelopment still can quicken certain province telecommunications capital andproperty descending of value. China joins WTO, certain provincetelecommunications will be faced with the more acute competition in thecompetition pattern of the whole world, its big customer existing a lot ofproblems in the service, and the concrete show is in:The first, the management concept of tradition still is not changing, thecustomer runs off, the management of customer's relation remains to develop.The second, the service of the distance traveled by a stream of water order isconfusion, the internal link is many, the distance traveled by a stream of wateris complicated, and the vocational work application is hard to quick satisfied.The third, it is narrow that customer serves the face, and manager customerdisposes inadequately, and personnel's character is not high, and encouragesmechanism not to strengthen. The forth, the marketing means are behind, andcan not satisfy the individualization requirement of big customer on productand price. The fifth, customer's information management is weak, and is shortof the analysis statistics merit ability enough.Serve the problem that exists be dead against big customer in certainprovince, when putting into effect CRM, we should set up the method andconcept of concrete settlement corresponding concrete problem and dig up bythe roots as well as source with the internal problem, with full courage andconfidence meet to challenge coming from inside the enterprise and outside.We should pay attention to elementary to put into effect, firstly, putting intoeffect CRM wanting attentive research , optimization and the weight groupin the distance traveled by a stream of water , setting up the long-termstrategy , the sub step is put into effect. next what the enterprise should regainconsciousness knows, that putting into effect CRM must follows specialization,socialization and the train of thought of open type, once more, the enterpriseputs into effect CRM's system and will put forth effort to strengthen to theirrigation ditch and the integration and conformity work of application subsystem, finally, CRM certainly will strengthen the ability of support networkapplication.The key in CRM's item implementation is the factor of person -Theleader of enterprise, vocational work corps and all staff are the key whether ornot CRM's implementation was succeeded. When we put into effect itemelementary, and firstly should gain support as well as business managementthe approving of layer of higher level leader. Next the enterprise will organizea good corps in implementation. Once more, we will raise the level ofunderstanding, and realize the concept inside the enterprise. Finally, we shouldstill strengthen to staff to train in CRM's item implementation and the supportto final customer.This paper suggests that big customer's service system in certain provinceis in progress according to following eight steps:The first, define the vocational work plan. The second, build the CRMcorps. The third, analyze requirement of customer's, and develops informationsystem just building. The forth, assess the sale and the service course, andmakes clear that the enterprise applies the requirement. The fifth, plan thegood implementation step, and pushes on step by step for the different rank...