摘要
阐述了中国的电信运营商的传统CRM体系的缺陷和不足,提出了现代综合智能CRM体系的新的发展思路,构建了一个全新的现代综合智能CRM体系框架,基于该框架设计了中国移动通信集团广东有限公司深圳分公司的综合智能CRM体系结构,并给出了其中三个关键模块的设计方案。该CRM体系结构的合理性和优越性已得到深圳移动实施的CRM体系建设和大量市场实践活动的充分验证。与传统的CRM体系相比,该CRM体系在经营分析、运作管理、营销模式、客户服务与维系等方面都明显具有新的特征和突破。
Defects of Chinese telecom operators＇ traditional CRM system are stated. New developmental strategies of modern comprehensive intelligent CRM for operators are put forward. A new system framework of modern comprehensive intelligent CRM is constructed. Based on the framework, structure of comprehensive intelligent CRM System is designed for Shenzhen Branch of China Mobile Communication Group Guangdong Co. , Ltd. Design schemes of the three critical modules are given. The rationality and superiority have been fully confirmed by the company＇s CRM system construction and massive marketing campaign practice. Being compared with the traditional CRM system, the CRM system has made innovations in four aspects, including business analyzing, operating management, marketing pattern, customer service and retaining.
出处
《工业工程与管理》
CSSCI
北大核心
2013年第2期117-121,共5页
Industrial Engineering and Management
关键词
综合智能CRM
移动运营商
客户接触管理
客户知识发现
市场运作管理
comprehensive intelligent CRM
mobile operator
customer contactmanagement
customer knowledge discovery
market operation management
