Research on design of analysis-based CRMsystem for mobile communications industry and its application

Abstract

With the constant development of customer relationship management (CRM) theory and the maturity of business intelligence technology, the analysis-based CRM has become a hot topic in the academic field. Some enterprises have begun to put the analysis-based CRM to practice; however, there have been few successful applications because of the inadequate mastery of business intelligence technology and the insufficient understanding of business environment to apply the system. Through combining the characteristics of the mobile communications industry with those of mobile customer's consumption, this paper designs an analysis-based CRM system suitable for the mobile communications industry in China, which can provide useful references to the CRM of the mobile communications industry.