全业务运营环境下的客户关系管理研究

Research on Customer Relationship Management Depends on the All Service Operation

随着全业务运营的开展,我国通信行业的竞争越来越激烈,以往各运营商以单一业务为主的客户关系管理模式,特别是客户需求挖掘、客户价值提升和客户关系管理系统已经不能适应融合业务经营的需求。本文在分析目前电信运营商客户关系管理存在问题的基础上,结合全业务运营特点,提出对客户关系管理工作的对策与建议。

With the development of the all service and the operation of 3G, the competition of telecom industry becomes more and more fierce in China, the single mode of customer relationship management in telecom industry, especially the work of customer need mining, customer value upgrading and CRM system building, is unsuited to the all service environment. This article depends on the analyze of the problems in current CRM, combines with the features of all service operation, and then gives the advice for how to carry out the CRM task in the future.