Abstract
Presently, the market competition focus of telecommunication becomes to being priority to customer service from being priority to price competition. How to keep the existing customer, dig the latent customer, improve the faithfulness of customer and promote the consumption of customer, become to be the hotspot for all the telecom business circles. Under the complexion, CRM goes upon the stage of the telecom business circles. CRM (Customer Relationship Management) is a management conception, a new management mechanism for improve the relation of corporation and customer, farther is a management software and technology. CRM makes the conception to be a system by the focusing customer and achieve the interaction to the customer, through optimize the workflow, internal Management, Supporting and customer service.
Base on the CRM system and the Telecom business, it brings forward the GIS-CRM (Geographic Information System-Customer Relation Management), and designs out a regional marketing CRM system; It has added on the Regional factor from the conventional CRM system, and embeds a GIS component, and becomes to a frame and measure for marketing; It solves the problem of analyzing marketing data, and satisfies with marketing activity; It considers then safe role manager; It conformities the data from IBSS, OSS, Rate and Account Manager System .The test result proves that this system can be satisfied with the requirement of enterprise client marketing.
The model of GIS-CRM makes use of the capability of space processing. It can analyses the relation between the conception and the clients, and take apart the customer geographic property, search the kernel customer, dig the brightness of value, and improve the steady-going pullulating of conception. GIS-CRM is the prolongation of customer relation, brings the value added benefit for the conception through the regional marketing and the service.
