移动通信运营商CRM系统实施探讨

The Effective Implement of Mobile Communication Operator CRM System

目前移动通信运营商的核心竞争力已从规模投资转向市场营销与管理水平的提高,如何保留住既有客户并由这些客户获得最大的收益,已成为移动通信市场重要的课题。文章通过对移动通信运营商实施CRM系统的必要性研究,尝试对移动通信运营商如何有效实施CRM系统进行分析与探讨,提出CRM实施的五步曲:业务咨询、IT开发、测试、试运行、持续改进。

The key competitiveness of mobile communication operator has changed from scale investment to improvement of level of marketing and management at present. How to reserve old customers and obtain the most benefit from these customers is the most important subject for mobile communication market. In this article based on the analysis of the necessity of mobile communication operator＇s CRM system implement, the effective implement of CRM system is tried to analyze and discuss in detail. The five steps of CRM system implement is proposed as follows： business consulting, IT development, test, test run, improving.