Telecommunications Enterprise Customer Relationship Management Methods Study

The practice of modern marketing has proved that 80 percent of income often come from 20 percent of customers. These great customers lie in the top of customer pyramid, some of them can bring enterprise more profit, the others have longer value. Therefore, great customers business is becoming contest focus of telecom operating enterprise in today drastic telecom market competition condition.Customer Relationship Management (CRM) is based upon quantity sum-up forerunner experiences and customer core theory of management science. CRM is being used to making a series of work formalization, such as realizing Sales Force Automation (SFA), improving marketing, promoting service, increasing customer satisfaction and customer loyalty. It can be applied in different enterprise. Telecom enterprise building great 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.First, this thesis depicts the new structure of China telecom operation market, the development trend of China telecom trade and the characteristic of market competition. Second, the thesis analyzes the current management status and problem of China telecom enterprise, expatiate strategic meaning of great CRM. After making great customer division, research into telecom great Customer lifetime value analytics. The article summarize great customer satisfaction evaluation process for China Netcom certain filiale. Finally, it discusses implement method and difficulty of telecom great CRM and how to evaluating implementary effect on great CRM.By the above analyse, it is proved that China Telecom enterprise carrying out great CRM is a transforming process of business management. In the course of CRM appliance, it is very important to consider the resource condition and employee. China Telecom enterprise should reinforce appliance study for Customer Value of important customer. It should advance important customer service level and evaluating implementing effect of great CRM.