Research Of Customer Relationship Management On SDMCC In Full Service Operation Generation

After the third reorganization of telecommunications industry in2008, China mobile had merged with China Tietong and CDMA service is stripped from China Unicom to China Telecom, the result was that three equilibrium full service operator were formed in telecommunications market. In early2008, Ministry of industry and information technology granted three licenses of operating3G mobile service to every telecom operator, so they all could operate fixed telephone, broad band and mobile service, there had created a full service operation situation.Full service operation, it was not same to China Mobile as to China Unicom and China Telecom. To such China Mobile as a single mobile service operator, it means there was a new competitor—China Telecom in mobile service market, and it has the license to operate fixed telephone and broad band service which was a new profit growth point. China Telecom has the mobile service license, it means that it can share the huge profit from mobile telecommunication market, and the fixed telephone and broad band market will be more competitive after China Mobile enters the market. To China Unicom, the50billion fund which to sell the CDMA service will help construct the base telecommunications network, it can fill the network quality gap with China Mobile. With the maturation of WCDMA license, China Unicom hope to overtake China Mobile. On the other hand, its profit source--the fixed telephone and broad band service, will reduce income due to the join of China Mobile.So based on the above analysis, it has different meanings to three telecommunication operator. Telecommunication operators need to get out of the current "experience guiding market" predicament, and realize the transformation from the experience type decision to analysis type decision through the application of customer relationship management system. Customer relationship management system (CRM) is just the powerful tool to realize the transformation, it can help telecom operator seize every possible opportunity to bring value to the enterprise. In CRM unified strategy, the operator can provide more business combination in order to meet customer demand for personalized and bring additional value to enterprises.As the dominant operator of Shandong telecom market, the leadership of China Mobile Communications Group Shandong branch (SDMCC) should face to the question how to keep the competitive advantages in the full service operation generation. In this paper, as the work units of author, SDMCC is the object of study. The author describes the resource and ability of SDMCC, then analyses the opportunities, challenges and threats which SDMCC should face in full service operation generation. On the basis of above analysis, combined with the competition situation, the key of operator competition is customer now, so SDMCC must expand market share continually by paying attention to customer relationship maintenance and management to hold the competition advantage. In other word, SDMCC should construct the CRM system in order to remain its competitive advantage in industry. SDMCC has constructed the CRM system for ten years, and the CRM system has been quite mature. It was very important for the rapid development of mobile service in recent years. Through the analysis of the current situation and problem, the article thinks SDMCC should construct a new type CRM system with customer whole life cycle management thought as the instruction. Combined with corresponding safeguard measures to ensure the smooth implementation of CRM system, it can help SDMCC to adapt the new market competition mode and expand the t share of Shandong telecommunications industry market, defend the dominant position.