| The concept of CRM was put forward in 1980s,through more than 20 years exploration and development on theory,it is now becoming one of the most popular strategies of management and marketing,widely applied in various industries.With the gap between telecom operators shortened, the value of ARPU declining,the service becoming more and more homologous and the opening of telecom industry,the operators realize that high quality of customer relationship has been the key to win the whole market.The paper choosing mobile telecom carriers as study objects are mainly because that almost half of the telecom revenue is made up of mobile service,which has greatly exceeded the proportion of fixed telephone.With the drop of the roaming fees and anticipated new chances 3G bringing,it is really noticeable and significant to know how our mobile telecom carriers taking advantage of CRM to keep competition in future. This paper adopts theoretical analysis and quantitative test.First,it makes a detailed introduction and summary of theoretical study on CRM worldwide.Then,throught analyzing the fierce competitive surroundings the mobile operators facing,it clearly indicates that the transformation from products to clients is an inexorable trend.Afterwards,the article retrospects the achievements our mobile operators got,such as the completed information systems carrying out CRM.However,since the deficiency of understanding of CRM's idea,if we want CRM to have real effect,it is necessary to attach importance to establish customer relationship.At last,it gives some suggestions to mobile telecom carriers on future CRM implemention,mainly from two aspects,one is the assessment of customer value,the other is customer satisfaction.It can help carriers to adopt discrepant management and allocate their resources to distinct clients.Through increasing customers'reliance and loyalty,it can establish stable customer relationship. Furthermore,intensifying customer satisfaction is an essential condition to keep steady customer relationship.The key conclusions the paper achieved are as following:First,according to huge amounts of study and research of CRM's theory,together with the interviewing the staffs in mobile communication,the author puts forward the layout of customer value appraisal system starting from current value and potential value,and also designs a series of concrete indexes.On the basis of customers'diverse performance in these two parts,it can segment them into four categories:valuable customers,sub-valuable customers,potential customers and low value customers.The mobile telecom carriers should apply one-to-one marketing strategy to satisfy the valuable customer's individual requirement.Improving the standard of service and quality of products is the effective method to reinforce the sub-valuable customers'loyalty.As to the potential ones,it is better to take experiential marketing or promote up-sell or cross-sell,highly optimizing the relationship between the cooperation and customers.It's better not to spend too much time and resource on the low value customers.Second,the author makes a questionnaire about customer satisfaction to the clients of Shanghai Mobile Cummunication,which refers to three aspects,saying service,quality and perception of value.Through the analysis of multivariate return,it concludes that customer satisfaction has a positive relation with all these three aspects.A further analysis with the statistical software SPSS, we find out the most notable factors and give some policy suggestion and measure.This paper gives a better guidance of how the mobile telecom carriers perfect CRM in future. |
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