telecom

1. [Abstract] era of customer relations, so that the relationship between enterprises and customers has
been unprecedented attention. More and more practice has proved that the key to business success lies
in attention to customer needs, meet customer needs in order to provide products and services to
ensure that customers receive higher levels of satisfaction, by improving customer loyalty to maintain a
competitive advantage. Based on the analysis of China Telecom after the status of customer relationship
management on how to improve customer loyalty and China Telecom to make a few responses.
[Keywords:] China Telecom customer loyalty
At present, China's telecommunications industry is becoming increasingly fierce competition in the
complex, individual enterprises to provide the same quality of service are more or less, the customer
and the competition for the establishment and cultivation of loyal customers is the focus of competition
and key. To maintain and enhance customer loyalty, which means to enhance the contribution of the
enterprise customer, so that the competitors can not compete for this part of the market share, reduce
administrative costs and Marketing expenses, bring huge economic benefits to the enterprise. As China's
three major telecom operators with the competitive situation between the escalating price war is
intensifying. But in fact, the domestic carriers have already tasted the bitter fruits brought by owning
household: further increase in the proportion of low-end customers, adding to customer churn,
resulting in a certain degree of operator unrealistically high number of customers.
First, China Telecom's customer relationship management status
Running through a period of time can be seen, telecommunication enterprises to improve the
customer service efforts made to obtain a considerable number of large customers agree, and some had
lost major clients, and now re-select the original carrier providers, the current customer return
phenomenon is gradually increased. Overall, China's major telecom companies for customer service is
obviously on the one level, but there are still some problems.
1. The work of major clients within the enterprise system is incomplete
Great customer service should be a system which needs coordination with various departments
within the enterprise. Currently, most telecom companies set up a large customer service department,
but with the Bureau of the co-ordination with other departments of a number of issues still to be
resolved. On the whole, the lack of a sound background support system and can share a big
customer information management system, and major client departments lack the necessary powers, it
is difficult to mobilize additional resources for large enterprise customers; In addition, the activities and
operations sometimes can not synchronize, such as the business sector and vigorously promote a
business, and customer service to large customers is not well with the Marketingof the business,
sometimes the customer's advice to a certain new business, client manager due to inability to get the
latest information can not be response.
2. Marketing strategy Single
Major clients in their needs in different quite different, such as banks, securities companies, military
and political authorities, large industrial and commercial enterprises and a number of 'foreign-funded
enterprises' demand for telecommunications services such as different. At present, the
telecommunications enterprises may be carried out on the large customer segment, but the use of the

2. corresponding differences in Marketing strategy is far from enough, to meet market demand for
products developed less active, lack of flexibility; brand positioning is not clear, products and services
differential advantage is not obvious; the lack of customized according to customer demand
personalized products can not effectively targeted to specific user groups, such as tariff policy, the
general tariff policy for large customers than fixed, do not take into account some variables, while the
business volume, the use of time, factors such as different customers on the tariff's requirements are
different, there is no backing of a flexible tariff policy, it is difficult to provide satisfactory services for
customers; too much emphasis on the price of market factors, it ignores the overall Marketing and
promotion in the market appeared to be inadequate, the lack of an effective promotional tool could not
find a good entry point to attract users.
3. Service concept obsolete, quality of service to be improved
The lack of modern Marketing concepts, the customer more as a telecommunications consumer
objects to the lack of a profound understanding of customer value. Sales to basic business mainly, the
lack of high-value of the overall program, while the quality of large customer service staff to be
improved, for large customers with personalized service inadequate capacity, service concepts and
methods have been rivals to meet and even exceed, but not innovative approach , so that customer
satisfaction declines, resulting in some users of the service ill and off-grid.
4. Customer relationship management system construction and application level is not high
Customer relationship management system is a platform for customer relationship management
applications and tools, but for China Telecom, the present, from the function of the system to the
completeness of the application level of the existing system can not meet the need for effective
customer relationship management business requirements. Customer data integration and sharing
of information, low levels of staff awareness and application of skills in the application of poor, while
there are some problems with companies such as CRM return on their investment returns exactly how
many? Companies how long to see benefits ? CRM applications to define the scale of what is better?
need to invest much money? how widespread the most suitable? What departments are involved? data
collection and input the starting point should be where? from the branch level or from the branch to
start? the above questions is currently become a business need to be resolved.
Second, to enhance China Telecom's customer loyalty measures
The pursuit of customer satisfaction in order to seek customer loyalty, has become the most
important business tasks. Enterprises in the pursuit of customer satisfaction and customer loyalty, we
must ensure that both unite to create lasting customer enthusiasm. Carriers found in the commercial
competition, the current alone product or Marketing to create a sustainable competitive advantage is
almost impossible, to beat competitors, we not only need a draw high quality and excellent products a
stroke of Marketing, but also To provide customers with service and dealings with customers great
effort, that is, require companies to interact with customers the way a breakthrough.
1. To implement service-oriented Marketing strategy
At present, China Telecom as soon as possible to major clients, work from productMarketing and
marketing-based to service-based, the use of customer relationship management concept, great
customer service and establish a new mechanism, from the 'three excellent' services to one-stop

3. service, presence-based service, continuous improvement service mode, through the satisfactory
service, innovation and service brand, enhance market competitiveness.
(1) Implementing user-friendly customer management
The face of an increasingly complex market environment, China Telecom traditional policy of
'customer first, heart services' business concept will work as great customer service to establish business
services brand, an important bridge to serve the community, adhere to market-oriented service system,
establishing a large customer marketing , customer-centric implementation of personalized, high-
standard services, and promote the continuous distillation of the service concept, service levels rising.
Expedite the implementation of large customer service work in the development of personalized
services to major clients to build brands. Telecommunications market, broken down
by industry toindustry and to distinguish between customer groups, the full implementation of large
customer service industry model, according to industry characteristics take appropriate
service strategy to provide industry-demand for personalized products and advocate 'tiny office eyes,
feel the zero distance 'human services, so that a simple relationship between the provision of services
and purchase services, rose to a deeper level of cooperation, enrich the connotation of the
telecommunications service brand, and deepen the connotation of the service, extending the service
area.
(2) to build a high-quality service guarantee
High-quality service stems from strong technical strength and belief in pursuit of a higher realm of
service. In recent years, great customer service for the increasing demands of the situation, China
Telecom, telecommunications services, in accordance with international peer evaluation criteria
introduced a service level commitment to SLA services for multinational companies provide first-class,
reliable maintenance and troubleshooting services, through the service the level of commitment to
driving service optimization. To minimize the failure rate and most rapid response to the failure of China
Telecom in bringing the circuit delivered to the customer for use, the back office of these lines made
specifically for the maintenance of special signs and set up a special maintenance level, took place in the
circuit failure, the first time for customers to troubleshoot problems, and in accordance with the
requirements of customers hanging table tests do work, and will, after each failure to provide a detailed,
objective, professional failure analysis and troubleshooting reports.
2. For large customers with personalized and differentiated services
Compared with the small and medium business customers, large customers communication needs a
clear personality characteristics. To data services, for example, large customers personalized features:
large customers in different bandwidth, real-time, safety, circuit availability, etc. requirements are
different, different sectors of major clients in the communications networking mode on the
requirements are different, even if the of the same industry, major clients, due to scale of operation, the
distribution of the different branches, but also have different information requirements, the same large
customers in different stages of development have different communications needs. As
telecommunications products, especially with the non-sensory data services, high-tech features, the
choice of customers in the telecommunications industry, and networking programs often rely on
operator's proposal. Therefore, for large carriers could provide tailored personalized service and will
strive for and maintain the customer to play a crucial role.
3. Building a quality network of communications

4. Communications network is the carrier of a variety of business and is the lifeline of operators, but
also the reliability of communication quality, safety and timeliness of the basic guarantee. High-quality
communications network is a necessary condition to achieve customer satisfaction, but also the
fundamental guarantee to obtain customer loyalty.
China Telecom's network quality is good or bad should be emphasized to the customer's perception
of metrics to customer's personal experience as a network construction and optimization of the
orientation. To this end, speed up the process of decentralization reform, at all levels of network
management units to actively innovationideas to change the old concept of network maintenance,
network working closely with the market, with customers linked to in the shortest possible time to
resolve customer the problems encountered, and for some hot issues, such as high-rise office buildings,
elevators, hotels, restaurants, shopping malls, basements, highways, tourist attractions and other places
covered by the issue of concentration and control for maximum absorption of traffic, both increased
customer satisfaction degree, but also won the economic benefitsfor the enterprise. Reposted
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4. Enhance customer relationship management CRM system to improve the construction and
application level
With the development of the market and competition intensifies, product constantly upgrading and
new product launches and product differentiation become increasingly smaller, relying solely on
products have been very difficult to continue a lasting competitive advantage. Telecom companies have
begun to realize that the key to business success lies in attention to customer needs, provide to meet
customer demand for products and services to ensure customers can choose from a variety of contacts
and business to obtain a higher satisfaction with a relatively stable customer relations to withstand the
impact of dynamic competitive environment, seeking differentiation competitive advantage.
CRM for China Telecom, in fact is an increase in revenue and optimize profitability, enhance
customer satisfaction, business strategy, the implementation of the ultimate goal of CRM is to enable
China Telecom from the past product-centric mode of operation of a smooth transition to customer-
centric mode of operation, ultimately towards a centralized mode of operation. With its own real needs
and currently available information systems, seeking a better starting point in the overall planning be
implemented in phases under the premise after all, a good strategy. Since the majority of current
domestic operators ininformation technology, both have a good basic conditions, by local business
enterprises (such as customer service, call center transformation, etc.) to proceed with the
implementation of CRM and strive to spend less in the case of shorter time to play a role in a timely
manner will help to ease the current carriers are facing competitive pressures, while conducive to
strengthening business decision-makers step up efforts to invest in CRM confidence.
5. The implementation of innovative strategies
(1) The progressive realization of the Telecommunications Mode Green
With the development of the times, many customers are valued more than the healthof this theme,
this trend will gradually be widely accepted, in order to win more customers, increase market
competitiveness, for China Telecom, the can take this as a turning point: that Network Operations green,
green marketing services, end-product green. Chinese telecom companies can save network resources,
filtering harmful information, thedevelopment of alternative products or new products to achieve the
operating green,environmental protection concepts into their business operation and management

5. among the top decision-making to the grassroots level from the implementation of staff from agencies
set to training, from product design to production the entire process, from policy makers to establish
the environmental consciousness of all employees, so that enterprises and their products meet the
environmental requirements of the times and enhance market competitiveness.
(2) the establishment of agents, marketing models
Whether it is a virtual agent or a physical agent, the value of its existence is to seek more customers
share, retain some of the Group have been clients, enables carriers to have more manpower, material
and financial resources to focus on doing a good job of maintaining focus on customerWork . Telecom
Agents to join us, and not as businesses worried about it, got all the enterprise's profits, but because
the real estate agents and operators to maintain a common focus on the customer to increase profits
for the companies to expand the potential market. Thus see that the establishment of agents of this new
marketing system to promote the optimal allocation of human resources is conducive to customer
retention work.
(3) a flexible tariff policy
For large customers different consumer preferences make the appropriate tariff policy reflects the
telecom business-to-customer value focus, helping to make great customer loyalty. Rental and airtime
can be linked, such as high (low) monthly fee and low (high) fees bundled together, so that customers
have a choice, according to a length of customer contracts to provide different preferential treatment,
using a variety of discount strategies.
References: [1] Bai Changhong, Liao. Based on customer perceived value of customer satisfaction
research [J]. Nankai Journal, 2001, (6) :14-20.
[2] Wang Zuxiang. Customer satisfaction and customer loyalty in the customer relationship
management application [N]. Journal of Shandong University, ,2005-12-22 (9).
[3] LIU Yu-min, Zhang Xiaoli, Xu Ji-chao. Customer satisfaction rating of the Quality Function
Deployment method [J]. Systems Engineering Theory and Practice, 2004, (9) :21-27.
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