Shandong Netcom's VIP Customer Relationship Management

The VIP customers are the main source of company's income. 80 percent of income often comes from 20 percent of customers. Therefore, VIP customers business is becoming contest focus of telecom operating enterprise in today drastic telecom market competition condition.Customer relationship management (CRM) is a kind of marketing management theory and method that customer as the center of the business enterprise. CRM aims to integrate the advantages of communications enterprises and optimize the management method as well through the advanced computer technology. To identify, develop, research and cultivate the valuable customer, improve the service level, enhance the value, degree of satisfaction, profitability and loyalty of the customer, reduce the marketing period and marketing cost and seek for new market and channel required by the expansion of business so as to create more profits for enterprises by means of conducting systematic research on the customer. Telecom enterprise building VIP Customer Relationship Management System can not only provide individuation service for valuable customers but also improve customer satisfaction and loyalty in truth. Finally, it may increase company profit through attract and hold more customers.This thesis systematically introduces the theory about CRM, analyzes the present situation of Shandong Netcom's VIP CRM, and brings up the measures for continued improvement. I hope this thesis can give a useful instruction for other telecom operating enterprise.Joining the theory and the practice together, the thesis surrounds the present situation and measures for continued improvement to establish Shandong Netcom's VIP CRM.First, I interpret the background and purport of the thesis, and describe the present situation of overseas and internal telecom enterprise. Then, introduce the theory about CRM, included customer relationship management theory, customer's value theory and VIP customer theory.And then, I definition the VIP customer of Shandong Netcom, introduce the organization structure service system and Shandong Netcom's CRM system, analyze the problem of Shandong Netcom's CRM construction, also the reason of the problem.Finally, connecting the related theories, I bring up the improvement measures of Shandong Netcom's CRM construction: establish the CRM project from the strategy angle, enhance to subdivide the VIP customers, and improve the VIP CRM system to promote the ability of business management. I hope it can promotes enterprise's key competitiveness and innovates enterprise's value.