Gansu Unicom Upgrade The Level Of CRM Research

New globalization and international competition of telecommunication trend has brought about unprecedented pressure and challenge to telecommunication. After reformation and recombination of China Telecommunication, especially in recent years, the competition of the domestic telecom operators has transferred from communication products which have almost same quality to discrepant service, which has brought up austere challenge to telecom operators in the aspects of service content, service way, service quality, management control and service consciousness. Improving customer's satisfaction degree and fidelity degree has became the hot spot that people pay attention to. Under this background, as effective means to uplift core competition of the enterprise, the rise of Customer Relationship Management (CRM) in domestic doubtlessly make telecom operators see the new hope. Customer Relationship Management (CRM) has became effective means hoisting core competition of telecom enterprises, while customer resource has been the most precious resource of telecom enterprises.The article first summarized theory research of CRM and utilization of CRM in home and abroad telecommunication enterprises. Then the paper analysed present condition of utilizaton since Gansu Unicom had put CRM systm into practice, carried out thorough analysis to existing problems. By constrasting successful CRM cases enterprises, the necessity to perfect CRM of Gansu Unicom had been advanced. And the counterplan had been proposed which aims at promoting applying level ,execution steps and important problems needed to be solved well. By the change from every aspect such as managing idea , serving consciousness and business technological process, the "centering on customer idea " will been really carried out to Gansu Unicom which can maximally develop CRM's advantages, continuously improve enterprise's business efficiency, lessen business cost, improve customer's satisfaction degree and fidelity degree and strengthen the enterprise's core competition unceasingly.