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CRM 应用是电信行业增长速度最快的一个领域。Gartner Dataquest 预测,到2003年,仅在美国电信市场,CRM 的价值就将达到50亿美元。电信运营商一直在积极地采用 CRM 战略,并改变了传统的运营模式。电信行业的客户管理需求包括客户的忠诚度、账单的支付、交叉销售和客户信用的管理等。通过本次《每周电脑报》主办的电信运营商 CRM研讨会,我们不难看出,CRM 可以帮助电信运营商树立以客户为中心的战略思想,实现从以生产运营为主向以客户服务为主的转变。实际上,实施 CRM 的过程就是电信运营商在管理思想、服务意识和业务流程等各方面综合转变的过程。电信运营商实施 CRM 的目标是为了使服务内容、服务方式、服务质量、经营管理以及服务意识不断提升与完善,赢得更多的客户并且提高客户的忠诚度和满意度,挖掘客户潜在价值以及降低销售和管理成本。另
CRM applications are the fastest growing telecom sector. Gartner Dataquest predicts that in 2003 alone, the value of CRM will reach 5 billion U.S. dollars in the U.S. telecommunications market alone. Telecom operators have been aggressively adopting CRM strategies and have changed the traditional operating model. Customer management needs in the telecommunications industry include customer loyalty, bill payment, cross-selling and customer credit management. Through this “Weekly Computer Newspaper” hosting telecom operators CRM seminars, we can see that CRM can help telecom operators to establish customer-centric strategic thinking, to achieve from the production and operation oriented to customer service as Lord’s transformation. In fact, the implementation of CRM process is the telecom operators in the management thinking, service awareness and business processes and other aspects of a comprehensive change process. The goal of telecom operators in implementing CRM is to continuously improve and perfect service contents, service methods, service quality, operation management and service awareness, win more customers and improve customer loyalty and satisfaction, tap customer potential value and reduce Sales and management costs. another