大数据时代通信行业客户关系管理策略研究

Strategy Research on Customer Relationship Management of Communication Industry in the Big Data Era

大数据时代通信运营商之间的竞争主要是客户资源的竞争。如何构建通信运营商与客户之间的全新关系,形成具有差异化竞争优势的客户关系管理体系,成为通信行业关注的重点和难点。文章以通信运营商A公司为研究对象,结合客户关系管理相关理论,分析其客户关系管理的现状及存在的问题,提出了转变CRM管理观念、基于大数据技术挖掘客户信息、强化信息化的统筹管理、优化客户价值的分类管理等改进策略。

The competition between communication operators in the big data era is mainly the competition of customer resources.How to build a new relationship between communication operators and customers and form a customer relationship management system which has differentiated competitive advantages has become the focus and difficulty of the communication industry. This paper takes communication operator A company as the research object, combines the related theory of customer relationship management,analyses the current situation and existing problems of customer relationship management, puts forward improvement strategies such as changing CRM management concept, mining customer information based on big data technology, strengthening integrated management of information, and optimizing classification management of customer value.