目前，电信市场的激烈竞争焦点已由原来以价格竞争为主发展到以客户服务为主。如何保留现有客户，发掘潜在客户，提高客户忠诚度，促进客户消费等已成为各大电信运营商关注的热点。在这样的形势下，CRM登上电信行业的舞台已成为必然。电信行业作为CRM的主要应用领域，一些世界级的电信运营商，如英国电信、AT&T、德国电信、MCI、SPRINT、TELIA等，无不把CRM作为企业竞争的利器。在当前的竞争形势下，CRM无疑最能拨动各电信运营商管理层的心弦，在国内，特别是部分经济较发达、思想意识走在前列的省市运营商，已经开始着手考虑如何规划实施CRM并且制定了具体方案。客户关系管理（Customer Relationship Management，CRM），既是一种管理理念，同时，又是一种旨在改善企业与客户之间关系的新型管理机制，此外，也是一种管理软件和技术。CRM，它通过对企业工作流程、内部管理、技术支持、客户服务等优化，形成以客户为中心的一套体系，实现与客户之间的良好交互。随着国内电信行业之间竞争的白热化， 企业发展战略已由过去的以产品为重心转为现在的“客户需求至上”。因而企业要想获得最大程度的利润,就必须对不同类型的客户采取不同的策略.在这种背景下,一种全新的基于信息技术的管理理念──客户关系管理便受到国内各电信运营商的青睐。本文就电信行业中CRM的主要功能、运作模式、面临的问题，及实施策略进行了探讨,并就CRM运行中的不足提出了一些建议。
关键词：电信行业；客户关系管理；价格竞争；运作模式
Abstract
At present, the telecommunications market has been the focus of intense competition to price competition from the development of customer-oriented services. How to retain existing customers, potential customers, increase customer loyalty and promote customer consumption has become a major telecommunications operator attention. Under such circumstances, CRM on the stage of the telecommunications industry has become inevitable. Telecommunications industry as a major CRM applications, a number of world-class carriers such as British Telecom, AT & T, Deutsche Telekom, MCI, SPRINT, TELIA and so on, all the CRM as a tool for competitiveness of enterprises. In the current competitive situation, CRM is no doubt the best carriers struck the chord management, at home, especially in the more developed parts of the economy, the ideology of the provinces and cities in the forefront of operators, has already started to consider how to plan the implementation of CRM and specific programs have been developed. Customer Relationship Management (Customer Relationship Management, CRM), is both a management philosophy, while at the same time is a business with customers aimed at improving the relationship between the new management mechanism, in addition, a management software and technology. CRM, the enterprise through workflow, internal management, technical support, customer service optimization, the formation of a set of customer-centric system, with good interaction between customers.
With the competition among the domestic telecom industry's white-hot, business development strategy has been to the past to now focus on product's "customer first." And therefore the level of enterprises in order to get the most profit, it is necessary for different types of customers to adopt a different strategy. In this context, a new information technology-based management concepts ─ ─ customer relationship management will be domestic carriers operators of all ages. This article on the telecommunications industry, the main functions of CRM, mode of operation, problems, and discussed the implementation of the strategy, and lack of CRM in the operation of a number of recommendations put forward.
Key words: Telecommunications industry; Customer relationship management; Price competition; Mode of operatio
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