The Study On The Customer Relationship Management Of CTT In Hunan Branch

The operational environment of Chinese telecommunication market is complicated and its pattern varies constantly. From the original benefit oriented to the customer oriented, the management philosophies of the telecom operators have been experienced a significant transition in this kind of complicated and highly variational environment. Therefore, the concept of Customer Relationship Management (CRM) becomes more and more popular in the management of telecom operator.The kernel idea of CRM is a custom oriented management pattern. The purpose of CRM is the enhancement of customers'degree of satisfaction. By treating the customer requirements and the consumption experience as the most important thing, both the customer loyalty and the influence of the company could be increased. In the technology aspect, the CRM systems analyze and organize the customer information data, which facilitates the management of customer information. Ultimately, potential customers could be mined, regular customers could be reserved and the VIP customers could be developed correspondingly. In addition, the customer satisfaction and loyalty could be increased, thus the purpose of making profits could be achieved accordingly.The prototype of this paper is the implementation of the CRM system of CTT in Hunan branch. The current situation of the supporting aspects of call center and the proscenium of the CRM of CTT in Hunan branch is analyzed in this paper, based on the theory of customer value and customer life cycle, and the relationship marketing related theory. We conclude several problems in the management, such as the establishment of the management law is not clear, the customer division is incompact, the flow of work is not free-flowing and the passion of employers is not motivated. Moreover, some defects in the software and hardware configurations of the customer call service center system of CRM system are detected. At last, from the views of company level, employer level, customer level and call center, corresponding solving solutions has been proposed in regard to these problems, in order facilitate the implementation of CTT in Hunan branch for customer relationship management and better adapt the fast-changing market environment.