Truly "CRM ideal", the first to have effective IT systems support, followed by the enterprises themselves have very good execution. Execution on the enterprise itself, in fact, the realization of CRM's really important, because any IT system is always only a tool, a good tool to use or rely on people. But this article only discussed the contents of the construction of IT systems, so not related to this issue.
Most of the current domestic situation BSS telecom operators, from the previous section summarized the CRM system must do the four tasks, we at least were these gaps:
In "Understanding customer" of
Recorded in the daily operations of the original incomplete customer information, and the information is fragmented in the "BOSS system", "customer service system", "BI systems" at least three systems, not to the business departments, and provide the same role display. For the telecommunications industry, our customers can be summed up in the original information related to the six categories: customer basic information, order information, make payments information, service request information, contact information, customer analysis information. On the one hand, some of the information which the information is still not very good records (such as customer contact information); the other hand, the information is fragmented in the BOSS system, customer service systems, BI systems, but do not have a centralized storage and access mechanisms, operators, employees can not access the internal integrity, unity of customer information.
The original analysis of customer information the breadth, depth, less than the same time, the information still can not tell the corporate departments, and provide a consistent display of the role. The original analysis of customer information. As mentioned earlier, telecom operators, including six categories of customer information. At present most operators, BI systems on the analysis of customer information, from the breadth, the most BOSS system based solely on the business transaction records, service use records (a single call detail, billing, etc.), while for service-based call center system records request is rarely involved in the analysis, not to mention no customer records based on access to information and analysis; from the depth, even though the existing BOSS system, based on data provided by the customer analysis, the majority of cases, merely "statistical" level analysis, far from establishing effective "theme mining." This regard, of course, because the BI system does not really get the full attention of all business units led officers; and more important reason, or because operators do not form an effective customer management system, including all aspects of work flow, assessment system, customer marketing and service their own skills, etc. These "operators and IT systems within the independent software quality" result.
In the "Manage customer relations"
As a basis to build a comprehensive "Marketing Management", "customer service", "open service" function domain. Among them, the "customer service" should be all there is not much problem; and "service launched" may be many operators are not well 统一 planning and construction, also are relatively weak, and even more artificial by Duoge distributed systems management stage; the most vulnerable, should be "marketing management", I understand the general situation is that we have started construction of the functional domain, but as BI systems, is still basically stuck in the "theoretical foundation level" and not very good The play - which in effect almost no such functional domains.
In the BI and the BOSS (customer system), targeted customers to maintain retention, and targeted new business sales, has not yet achieved complete closed loop of "interactive marketing platform." This is in fact a problem and closely related: there is no good in the BI, and BOSS (Call Center) interaction between, it is difficult to "marketing management" domains very good play. On the one hand, physically, BI, and BOSS did not get through two-way interaction between the interface and thus does not implement BI system, marketing planning, marketing execution to the BOSS, and then return to the BI market assessment and marketing programs to optimize the process; the other hand, In fact, opened up and because there is no physical interface, resulting in BI own original analysis of information for customers, but also a lack of goal-oriented, leading to the analysis of BI itself has not really raised to market activities can play a very good guide.
The lack of service channels, rational planning and construction, particularly the weak capability of electronic channel services. Behavior-based analysis of customer contact, etc., based on differentiated service channel construction to develop the strategy, and unified in a planned, step by step in the planning of various channels of investment and construction, especially in electronic self-service, automated marketing channels construction, will greatly enhance the operator's marketing and service efficiency.