||A Study of Customer Relationship Management for Telecommunication|
Facing the free-market of telecommunication in Taiwan, there are three new comers of private telecommunication company with the previously existent public old big oneChung Hwa Telecommunication Company that all are engaging in this competition broadband fixed network and data, mobile telecom. market.
Therefore, It has been the right direction for them to run the right way of business that they have to consolidate or to get the profitable important customers and to promote the sustaining competitive advantage.
Up to now, lots of enterprise business management method still only focus on the process-oriented and product-oriented management, even though they had product function and process control optimized well done, but if the service or product what they have provided doesn’t satisfy the customer’s demand and cause to loss a lot of consumers or to increase churn rate, then it will gradually decrease their competition advantage and it also cannot achieve their business goal.
Recently, all of successful enterprises lay emphases on customer oriented relationship management, so that they can understand sufficiently their customer wants and response their customer needs or questions quickly in order to create the customer values and to emphasize the customer satisfaction and loyalty, for that they can retain the valuable old customers and discover the new resource of customer to acquire the new customers and to accumulate the super occupy rate of customer, and then how to increase shortly the benefits of customer and improve their sustainable competitive advantage, after that it could promote enterprise productivity.
In the first instant, my study makes inquiry into some reference documents of the general customer relationship management (CRM), to synthesize the scholar theories of CRM and some application solutions of industrial CRM system that I want to deem it as reference foundation in my study topics of thesis.
I think it has to set up the enterprise requirement IT-Web level of e- business, especially I would emphasize that customer relationship is very intelligent management, something like an coexistent IT system integrated the back office with global logistics over enterprise resource planning (ERP) and the front office with unified multi-channel device contact (or call) center.IT also goes through data warehouse via data mining to form an intelligent data based management and to apply the optimized concept of the customer relationship technology to improve the mutual relationship with customers.
And it has to create many different business analysis models and different versions of total solution to provide the reference of making decision for business strategy and fit in with the real demand for the customer and to promote the customer satisfaction、 intimate service and advanced interaction relationship.
Matching up my study topic of telecommunication service provided company, with their distinguishing business attributes and under the very competitive environment. I think it’s right choice to set up an omni-bearing CRM for telecommunication service provided company.
First of all, It has to focus on the customer center and make an omni-bearing thought mode to refresh your company vision, mission, strategy, planning, managing and executing via reengineering from customer relationship management and knowledge management, in order to offer a total series satisfied service from before selling, during selling and after selling.
Going a step further, it has to keep on developing advance customer relationship management with employee relationship management and partner relationship management to make multilateral equilibrium benefits.
It also has to set up an omni-bearing performance evaluation system by CRM-based to reform a new enterprise culture, in order to make the company growth in progress forever and create the lifetime value for the customers, employee, partners and investors.
Finally, if we set up an omnibearing CRM for telecommunication company, it will become a value creator for customers, employee, partners and investors.
I hope this study can meet the innovation of new business managerial mission and idealism promoted by Doctor Mao, the chairman of Chung-Hwa telecommunication company：The central belief is as a value creator and business basis on marketing innovation and productivity, and re-engineering a sustainable competitive advantage of new enterprise culture for Chung-Hwa telecom. Company. it also can be the training reference for all employees who have to understand the important of CRM, and have to know that the customer is the king..
The study, ultimately, has planned to try, finishing a prototype for verifying the project mission possible and offering some partly questions to be continuously studied.
And I hope the worldwide famous telecom. company、information integrated service provider and database management application provider can cooperate to accelerate developing a customer-central knowledge database management and also having the omni-bearing thought of business strategy to aquire SMARTEN tools of the various application analysis modes of intelligent CRM, then it can apply the relationship technology to create suitable integrated management system for the different field’s demand of industry、government and education，by their hand in hand to establish a multimedia global broadband information harmony society, then it can promte industrial advantage and new economy growth, and it can also apply this cooperation relationship technology to cherish that they combine with competing and cooperating by the same business and work together in alliance by the different business ,to expand overseas market, and to promote our international competitive advantage。