Research On Risk Management Of CRM In Guangzhou Telecom

In the past years, market competition has been more drastic. The life-time of the products has been shortened. Some of the products have gotten similar. What'smore, the demands of customers have become more and more individual anddiversified. As a result, the product-oriented concept gets into hot water, and the new idea of customer-oriented emerges, on which CRM (Customer Relationship Management) is based. Soon, the idea becomes popular. Under such conditions, the Telecom industry in China has carried out huge reforming. All of the Telecom companies have to pay more attention to the customers because of the intense competition, to improve the service and satisfy their requirements. Consequently, the Telecom companies thirst for CRM.There is a certain risk during the introduction of any project. The telecommunications industries have now introduced a CRM project. But they have overlooked risk management. The risk management on CRM project has become particularly important. This paper, which focuses on Guangzhou Telecom, from CRM and risk management analysis of the relevant literature, the development course of CRM and risk management is introduced as well as their definition andmeaning. This paper introduces the current status of Guangzhou Telecom, a market analysis of Guangzhou Telecom. After that, this paper identifies the risks that may exist in Guangzhou Telecom CRM implementation steps.On the basis of Risk identification, this paper makes risk assessment on Guangzhou Telecom CRM project. With Fuzzy-Grey Comprehensive Evaluation Model, the risk weights and risk are evaluated through the quantitative assessment of the implementation of the Guangzhou Telecom CRM project. According to the analysis, the risks of change > project management risk>the risk of human>external risks>technical risk. The overall risk of Guangzhou Telecom CRM project is moderate. So the risks can be kept away by means of Risk-Watch table and CRM project surveillance. This paper also put forward to some steps to improve the implementation of the project. These include self-evaluation and feasibility analysis before implementing, the eight steps during implementing, and system maintenance and performance assessment after implementing.Finally, combining 3G situation, combining features of the 3G business, the Guangzhou Telecom CRM development are discussed, expecting that Guangzhou Telecom ultimate can realize the modernization of the risk management on CRM project.