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The Analysis and Designs of Customer Relationship Management on Ningxia Telecom Company Limited

Author: ZhangRunHong
Tutor: FanZhiPing
School: Northeastern University
Course: Business Administration
Keywords: customer relationship management organizational structure recycling customer credit information integration data privacy
CLC: F626
Type: Master's thesis
Year: 2007
Downloads: 68
Quote: 0
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Abstract

Currently Customer Relationship Management is a focus subject of world。It isvery important to enhance customer’s loyalty and satisfaction, to reduce enterprise operating costs and to enhance core competitiveness of enterprises in order to enhance profits。In the era that customer-centred business model become a new generation of business signs, the implementation of CRM systems is inevitable。After years of communications business and the accumulation, Ningxia Telecom has a customer advantages that total capacity of large customers, business and enterprise customers occupie the dominant position, and business advantage to provide comprehensive telecommunications services; and network advantages that the operational and marketing network spread the entire province。But actually it has many problems in the customer relations management system aspect。Between each already completed application system, it lacked of the unification and the coordination, it is difficult to exchange and share data。We can not carry on the thorough analysis and excavate on data and satisfy the enterprise with the management demand; The credit administration aspect has the flaw so that it creates the massive dull and bad accounts; The data privacy question was serious, has caused the customer degree of satisfaction drop。In order to meet the evolving changes in the telecommunications market and improve the level and quality of Ningxia telecom’s services, to enhance front-end marketing departments’s operational support ability for the new capacity and reaction speed, and to meet the diversified needs of customers growing, Ningxia telecom need a comprehensive Implementation of CRM system。This article has emphasis on the analysis and the research to the customer relations management correlation theory; Through the analysis to Ningxia telecommunications applications demand CRM systems, namely in the foundation which to its company internal business support systems, credit management, data privacy and data construction areas on the basis of the analysis, it designs a set of CRM system to conform to the Ningxia telecommunication’s present situation which mainly includes customer information management, business information management and analysis, marketing information management and analysis, information management and analysis services and marketing information management and analysis of the five major functional module;And, through the analysis and the research to organizational structure type which the international telecommunication operation business usually uses and the current organizational structure present situation of Ningxia telecom, it proposed the Ningxia Telecom company to transform taking the organizational structure of from a product-centred Ningxia Province to shift to client-centred around the need for change-type, Taking the customer credit analysis module as the key point in the CRM system designed, it carries on the analysis to customer credit present situation of the telecommunication industry, and designs the combining quantitative and qualitative customer credit degrees algorithm model of Ningxia telecommunications, and confirms its feasibility with the actual data; In view of the data construction question, it proposes the customer information integration programmes through the data centralism, constructs the unification view as well as the elimination information isolated island three methods; Finally from the policy, the technology and the management aspect, it proposes the feasible data privacy question solution。

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