通信公司CRM系统的商务智能分析

发布时间：2018-01-02 21:21

本文关键词：通信公司CRM系统的商务智能分析　出处：《复旦大学》2014年硕士论文　论文类型：学位论文

【摘要】：客户关系管理系统是旨在改善客户与企业关系的的一种管理机制,实施于企业的市场营销、服务与技术支撑等与客户相关领域。通过向企业的销售、策划、客户服务等部门的专业人士提供准确、全面、个性话的客户资料,并强化售后跟踪服务、信息分析能力,使企业前端部门能够协同建立和维护与客户或合作伙伴之间良好关系。从而使企业能够方便提供更快捷、优质的服务,提高客户满意度。客户关系管理核心理念是“以客户为中心”,但是就目前的应用情况而言,大多数的客户关系管理系统仅仅只是停留在“以客户活动为中心”的层次上,并没有实现真正意义上的“以客户为中心”。而且随着企业信息化的不断发展,CRM系统必须与企业内各种应用进行集成,综合统一管理企业的客户资源。由于本人从事通信行业,因此本人着力于在商务智能的基础上对通信企业的CRM做进一步的扩展和研究。本文在商务智能的理论和技术上,综合考虑通信企业的业务特点与IT环境,对CRM系统进行了综合构建。通过商务智能中的存储技术和分析技术作为支撑,使客户关系管理系统具备了产生客户知识的能力。商务智能与客户关系管理相结合产生的客户智能,促进了客户关系管理理念的进一步深化和发展,可以使通信企业真正实现以客户数据为基础,以客户知识为驱动,以客户需求为导向的管理方式,充分贯彻“以客户为中心”的思想。在掌握大量的客户数据基础上,对客户资源进行集中全面的管理,帮助企业建立客户360°视图,从而能够延长客户的生命周期,更深入的挖掘客户潜力,对提升客户价值有着重要意义。
[Abstract]:Customer relationship management system is a management mechanism aimed at improving the relationship between customers and enterprises. It is implemented in the marketing, service and technical support of enterprises and other customer related fields. Customer service and other professional departments to provide accurate, comprehensive, personalized customer information, and enhance after-sales tracking services, information analysis capabilities. To enable the enterprise front-end departments to work together to establish and maintain a good relationship with customers or partners, so that enterprises can easily provide faster and better service. Improve customer satisfaction. The core concept of CRM is "customer-centered", but in terms of current application. Most customer relationship management systems only stay at the level of "customer activity as the center", and do not realize the true meaning of "customer as the center." and with the continuous development of enterprise information. The CRM system must be integrated with all kinds of applications in the enterprise, and manage the customer resources of the enterprise in a unified way. Because I am engaged in the communication industry. Therefore, I focus on the business intelligence on the basis of the communication enterprise CRM further expansion and research. This paper in the theory and technology of business intelligence, consider the business characteristics of communications enterprises and IT environment. The CRM system is constructed synthetically, which is supported by storage technology and analysis technology in business intelligence. Customer relationship management system has the ability to generate customer knowledge. The combination of business intelligence and customer relationship management promotes the further deepening and development of the concept of customer relationship management. It can make the communication enterprise realize the management mode which is based on customer data, driven by customer knowledge and oriented by customer demand. Fully implement the idea of "customer-centered". On the basis of mastering a large number of customer data, we can manage customer resources in a centralized and comprehensive way, and help enterprises establish 360 掳customer views. Thus, it can prolong the life cycle of customers and tap the potential of customers more deeply, which is of great significance to enhance the value of customers.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP311.13

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