Research On CRM Project Risk Management Of Shanghai Telecom Basing On Demand Analysis

Shanghai Telecom has been engaged in researching and exploring the Customer Relationship Management and the CRM project management for many years, but the project implementation results are not satisfactory. The lack of comprehensive analysis of the project requirements and the improper risk management are the main reasons for the failure of the CRM project. In order to improve the quality of Shanghai Telecom CRM project management, improve the project management level and to develop a CRM system which is able to more meet the requirements of enterprise and customers, the paper researches CRM project risk management of Shanghai Telecom based on the project needs analysis theory and the project risk management theory.The paper takes Shanghai Telecom as the research object, and analyzes the CRM project risk management from the perspective of project requirements. First of all, this paper summarizes the relevant theories of the project requirements and project risk management, introduces the related management tools and methods. Secondly, this paper analyzes the enterprise and project operation environment that Shanghai Telecom is surfacing by using PEST and SWOT analysis, which explains the feasibility and necessity of implementing CRM project. Then, this paper identified the management process of the project requirement analysis and the project risk management process, the former includes the project requirement acquisition, the requirement analysis, the requirement validation and the requirements verification, the latter includes the project risk identification, the risk analysis, the risk response and the risk control four aspects. In the process of project requirement analysis, the paper uses analytic hierarchy process to establish the project requirements hierarchical model. The method and model of AHP are used in the project risk identification and assessment of the project risk, which makes a good foundation for the project risk response. Finally, this paper puts forwards to the effectiveness of CRM project risk management based on requirement analysis by using the CRM system testing analysis and the earned value analysis method.According to the actual situation of Shanghai Telecom CRM project, this paper puts forwards to the process and the application analysis of the CRM project risk management based on the project requirement analysis management. From the analysis, we can draw the conclusion that the project requirement analysis can optimize the process and effectiveness of the Shanghai Telecom CRM project risk management, and improve the project management practices.