China Mobile’s CRM System Design And Implementation

China Mobile is the only operator in China which focuses on Mobilecommunication operation based on GSM network, and now it has the world’s biggestnetwork and customer scale. In this paper, it has taken a branch of China mobilecommunications group Changsha as an example, to make statistics about56chargesbusiness since2008under the three major brands. It has designed and implemented aCEM management system for mobile communications enterprise, analyze d eachpackage that corresponds to different user groups, and each of the packages aresuitable for different combinations. This study can provide technical support forexploring how to provide users with more suitable business. Data mining technologyhas been used in this paper to build the customer classification model of CRM system,which can realize the segmentation of customer groups to find high quality clients andpotential high value customers, reduce business risk and cost, increase sales revenue,and also can make the services of higher value customers more personalized. Thecorrespondent customers’ satisfaction and loyalty are the highly promoted, whicheffectively avoided enterprise losses caused by customer churn, realized the operationcost control, helped enterprises to obtain the biggest economic benefits, and realizedthe double winning between customers and enterprises.During the process of design algorithm, some innovation aspects are as follows:(1) The use of advanced data mining approach to build China mobile communicationsgroup Changsha branch’s existing CRM system for mobile communications.(2) Fromthe customers’ segmentation of complexity, application of fuzzy clustering techniqueswas adopted to determine the type of user.(3) Introducing the fuzzy clusteringalgorithm to deal with China mobile communications group Changsha branchcustomer classification problems in CRM system for mobile communications.(4) Theparameter selection in the optimal fuzzy clustering algorithm had been used.