Nanjing Telecom's Government And Enterprise Customer Market Sales Team Construction Improvement Research

With the development of the economic,the consumer demand for communication services upgrade and the communications market increase fast.Since 2008 the telecommunications industry restructuring,the main business of the three operators becomes similar.At the same time,the market saturation and national policies led to the compression of the operator's profit margins.In this case,the competition between operators intensity further.Government and enterprise customers as an important market segment,has been the focus of the operators compete.The market has these features:a high degree of personalization,centralization of purchasing decisions,low sensitivity to prices,high quality requirements,and obvious benchmarking effect.Sales staff played a critical role.Creating an excellent government and enterprises marketing team will help enhance the core competitiveness of enterprises.This paper use the theory of direct marketing,team marketing theory,relationship marketing theory,performance management theory,as Nanjing Telecom government and enterprises customer unit for the study,think about how the scientific management methods applied to the building and to its team.Firstly,the background of the establishment of Nanjing Telecom government and enterprises customer unit,process change,organizational structure,department functions were introduced.Next,this paper analyzed for its sales staff management,including the establishment of posts,recruitment,training,compensation,motivation,assessment etc.Then,this paper analyzed the principles and methods for the government and enterprise customer unit to set its sales target.After analysis,this paper draw the main problems faced by Nanjing Telecom's government and enterprises customer unit:1.Presence and absence of cross-functional on the customer manager's job settings.2.Low salaries and high levels of work intensity leads to reduced satisfaction of customer manager.3.The degradation of service by customer manager and the lengthy internal processes lead to decreased customer satisfaction.4.The CRM systems failed to effectively integrate a mere formality which causes serious internal friction.5.The team goals and the corporate strategy does not match.These problems seriously affected the team performance of the government and enterprises customer unit.This paper analyzes the causes of the problems by the theory of team building,the causes of these problems are:1.The lack of clear written terms of reference during the design account manager positions.2.The account manager's job content and results of phase does not match when the customer manager salary and incentive are designing 3.The lack of means of quantitative assessment of customer satisfaction and customer relationships in the customer manager assessment mechanism.4.The establishment of a CRM system is not based on customer service.5.The team goals are not reasonable,they are not local market combined with the actual needs of customers.Several specific measures are proposed for the problem and the causes of this paper:1.A clear account manager job responsibilities,breaking the previous model,focusing on finding the target customers and business opportunities,communication and dissemination,sales,service,collection of information and so on.2.Proposed to increase the basic salary levels,lower levels of commission and give higher overall award,the maximum extent motivate sales staff.3.Strengthen the training of customer manager,add quantitative assessment on customer satisfaction and customer relations.The leader of the team also plays an important role in customer relationship building.4.Integrate CRM systems by customer demand-oriented,use of CRM systems in the marketing process to provide data support.5.Use SMART principles to establish the team goals,contact the company's vision and the will of the staff,set realistic goals and reasonable decomposed to every customer manager.