The enterprise CRM reference pattern analysis of telecommunicationses
Good social credit is to set up the important insurance of normal socialist market economy, take precautions against the important condition of the trade risk effectively, it is a foundation of enterprise’s normal running of modern telecommunications. With the development of economic globalization, supported by electronic data interchange and Internet, taking international credit as support the sincere system and running through in the whole global and integrated market economy at present. By contrast, China Telecom market have a large number of the intersection of credit and the intersection of dishonesty and problem, this become, restrain the intersection of telecommunication and loud ” bottleneck ” that trade grow up from already . Trace it to its cause, except perfecting the social credit system yet in China, it is an important reason too that telecommunication enterprises have not fully paid attention to establishing the system of credit.
In a situation that the market economic system is not still improved, the credit system is still imperfect in development at the present stage in China, risk problem while consuming that if you want to settle the credit that telecommunication enterprises appear at present well, can adopt the credit to the customer to carry on the mode of the reference on the premise of not influencing enterprise’s normal profit income, namely according to credit states and trade value of different customers, implement different credit policies, thus it is valuable to support, there is customer of potentiality, control and reduce the risky customer, let the sale of telecommunication enterprises set up on a structure of healthy, rational customer, guarantee continuation and benign development of the telecommunication industry.
First, telecommunication enterprise CRM and reference current situation
1.Dream managing in achievement telecommunication of the customer relationship management
To telecommunication enterprise, in the initial stage of development of network, can rely on investment to win more, whose investments fast, who ‘s network large in capacity, who ‘s scale large,who can attract by more user. , the internationalization that the telecommunication industry recombinating and WTO brings but as the market develops, it is already very difficult for telecommunication enterprises to maintain competitive advantage by scale. Must make the investment to turn from the scale to marketing ability in key competitiveness of telecommunication enterprises, CRM exactly helps telecommunication enterprises to improve the edge toll of management level and marketing ability.
Telecommunication enterprises can be through setting up the data warehouse, use technological means such as data excavating, commercial intelligence,etc., analyze to the information of a large number of customers, understand the customer’s consumption mode better, and carry on value to the customer and contribute the coordinate classification, thus can direct against the customer’s actual demand, make the corresponding marketing strategy, develop the corresponding products or service, to meet customer’s demand better. Administrative system and information system that CRM forms can guarantee the high-efficient operation of the telecommunication service, promote informationization, electronic construction level and the staff’s knowledge technology and ability to work of telecommunication enterprises. The setting-up of CRM can reform the structure organizational form inside telecommunication enterprises thoroughly, combine the resource systems that telecommunication enterprises survive, optimize the value chain of enterprise’s market of telecommunications, open up enterprise’s peculiar key competitiveness of telecommunications, play a very important role in developing the healthy corporate culture at the same time. Data warehouse and data in CRM technology can succeed and realize the guarantee to the customer relationship management to excavate.
2.The enterprises of China Telecom need remedying the blank of the managerial reference badly
After not carrying out the transition to on market economic systemming,it turn into enterprise, legal personalities independent, can subjects economic where independence and the initiative manage, the disadvantage that reference management and risk control ability are deficient comes to light gradually at this moment. Because the information service of conversing etc. that what the enterprises of China Telecom offered is the telephone, so mostly take the marketing way of paying the bill after consuming. In case of supervising appropriately, control measure, often owe things which influences enterprise’s normal operation of telecommunications such as the fee,etc. maliciously. At present, to the downward modulation constantly of the telecommunication expenses with the country, especially after the installment fee of the telephone is cancelled, telecommunication user of enterprise more and more, owe fee situation more and more serious even, for example face and urge paying the fees and repudiate a debt only and is in arrears with; Customer telephone number neither used any more, nor went to marry and clear up defaults the fee originally after the address is moved; The customer forges the fake ID card and handles and networks and owes the fee maliciously; Use others’ copy of ID card to handle and network and owe fee,etc. maliciously illegally.
Though owe the fee question severely day by day, the enterprises of China Telecom still relatively ignore the credit value in operation. The intersection of one that is as credit and person who award, the intersection of telecommunication and often in gift the other side of transaction easily credit free virtually enterprise, have not assessed the credit cost that may be born, for instance, the interest is lost, the opportunity cost, bad account risk credit risks carefully When. Telecommunication enterprises have not checked and calculated the debtors alone in financial budget, cause the business segments of telecommunication enterprises to abuse credit resources, show accounts blindly in this way, make telecommunication enterprises suffer enormous credit risks losses. Meanwhile, the customer of credit, because can not obtain credit paying the cost as being offered, namely can enjoy the telecommunication service in advance, so will probably occupy, delay the debtors that pay the other side by hook or by crook, even repudiate a debt and does not return simply, cause the bad accounts of enterprises.
Tags: risky customer, electronic data interchange, customer relationship management, customer guarantee, credit policies