Seek the working scheme of China mobile communication channel management.

With the increasingly fierce competition in the mobile communication market, mobile communication enterprises are increasingly aware that customer service quality is the most important core competitiveness of enterprises, and they must take customers as the center and obtain higher customer satisfaction and loyalty in order to be invincible in the competition.

Big customers are one of the important guarantees to realize enterprise profits and sustainable development. Establishing the concept of customer relationship management, strengthening marketing and service to key customers, developing key customers, improving their loyalty and retaining key customers have always been strategic tasks that mobile companies attach great importance to.

In order to enhance the core competitiveness of enterprises, improve the service level and quality of mobile key customers, provide "high-quality, priority, preferential", differentiated and personalized services for key customers, strengthen the standardized management of key customer services and improve the business support ability of key customer services, it is necessary to build a mobile key customer management system.

Construction goal

1. The mobile key customer service management system is an organic part of the mobile business support system. Guided by "Business Requirements Specification for Key Account Management System of China Mobile Communications Group Company", it is built according to the principle of two-level system and centralized data of key accounts of the group company. The two-level system refers to the group company's key customer service management system and the provincial company's key customer service management system, and the data concentration refers to the provincial concentration of key customer service-related data or the national concentration of some data. The data of mobile customer service management system will be centralized in the whole province.

2. The mobile key customer service management system consists of three closely related functions: service, analysis and management, in which service-analysis-service forms a closed-loop production process to realize the interaction between enterprises and customers, while the management function ensures the accurate and efficient work of each link in the process and the closed-loop operation of the process.

3. The mobile key customer service management system must embody the enterprise's CRM concept and provide personalized, differentiated and diversified services for key customers, so as to achieve the purpose of developing, retaining and improving the satisfaction and loyalty of key customers.

4. The mobile key customer service management system should intelligently extract the information and knowledge related to key customer service from the data, and provide scientific, accurate and timely guidance for key customer service personnel to formulate strategies such as customer service, business development and market competition, and carry out specific service work.

5. Mobile key customer service management system should meet the management needs of business units at all levels for key customer service, provide effective work plan management, task management, service process management, responsibility and authority management and performance management means for key customer managers and their managers, embody advanced modern enterprise management ideas, and be the concrete realization of enterprise core business processes in supporting key customer service business.

Technical architecture selection

According to the requirements and characteristics of mobile services, the mobile key account management system should meet the following overall technical requirements:

High reliability: The system must ensure smooth 7*24 operation and minimize downtime. The reliability of the system depends on the all-round reliability guarantee of the host, operating system, network, database and application software. Any fault will lead to the stability and reliability of the whole system. Therefore, in the design of the system, we make the software and hardware comprehensive and reliable.

High scalability: according to the rapid development of mobile. The system should be able to meet the processing capacity of more than 654.38+250,000 customers in 2004. The design should be highly scalable and provide a convenient way for future transformation and upgrading. In particular, computer equipment and backbone network equipment have very good upgrade ability, and the system can be expanded by increasing CPU, memory and network bandwidth without huge structural adjustment.

High flexibility: In order to adapt to the changing business rules of mobile billing system and the increasing customer service demand, the system should be highly flexible and can adapt to the changes of future business systems. In the design of system application software, we should adopt the design idea of parametric driving, and try our best to manage the possible changes in the future so that the system can adapt well.

High openness: the system should be highly open, on the one hand, it should ensure that this system can be well interconnected with other systems; At the same time, it ensures that the system has good compatibility, can adapt to the future development of various technologies, and has strong vitality and life cycle.

High security: System security includes operating system security, database security and network security. The data managed by the system involves the vital interests of mobile and users, so access to the system should be strictly controlled to protect the security of data.

In addition to the above technical characteristics, the system should also have the characteristics of strong processing capacity, high degree of automation, easy management and maintenance, simple operation and maintenance.

Based on the above reasons, we choose the following technical architecture:

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WEB-based three-tier client/server architecture, three layers are: user interface layer developed by Delphi, application logic layer composed of WEB server, application server and its application services, and data storage layer composed of Oracle relational database at the bottom.

Component structure of "core+application"

-application program interface protocol: HTTP

-API encoding: XML

System positioning

The key account management system is located in the channel management system. Through the interaction with BOSS system, 186 system and business analysis system, the active service access of key account managers is completed, and the integrated display of personalized service content and system data is provided.

With the construction of customer management system, the key customer management system will evolve into a real channel management system based on unified customer data platform and unified business logic platform, and complete the display, access and authority control of key customer access.

Service logic

The whole system is divided into interface (interface layer), control layer and business layer, which conforms to MVC (module/view/control) theory of object technology system construction at present, making the parts with great changes of the system relatively independent and reducing the difficulty and cost of system maintenance.

Overall function

The whole system is divided into interface, control, management, service, analysis, system management, monitoring, authority management and other modules.

System characteristics

"Individualization and Integration" of Enterprise Management

Key account management system is the overall working platform of key account from customer communication, marketing, product sales, production organization to after-sales service and enterprise intelligent management, which embodies the characteristics of "personalization and integration" of key account management. "Personalization" means that the system provides personalized services for different customers according to their characteristics; "Integration" means that the system involves a variety of businesses of large customers.

Customer-oriented business process

Enterprise-level knowledge base information management provides barrier-free means of interconnection between business systems, is a bridge connecting business systems and production departments, and establishes customer-oriented enterprise processes.

Component system structure

The system adopts the idea of component design, and forms a complex and orderly business management system through the coordination of core modules and application modules.

Centralized configuration of business rules

Business rules are concentrated in configuration management, so when business rules change, there is no need to change the program to adapt to this change (slow and unsafe), just change some configuration data to meet business needs.

Adopt the idea and technology of workflow to manage workflow.

For the business process with the concept of business process, the idea and technology of workflow are adopted to manage it. The idea of workflow is to subdivide the process of business processing into many links, and each link completes certain functions. However, the order of each link is not solidified in the program like the traditional processing method, but is flexibly configured through message communication or database recording. In this way, when the business process changes, there is no need to change the program to adapt to this change, only by changing some configuration data to change the call order of each link.

Rapid deployment and easy upgrade

Because the system adopts three-tier architecture, WEB server and application server are managed centrally, which makes the system realize rapid deployment. The client installs the main interface program, the program functional components are automatically upgraded, and the version management is unified, which is convenient for system maintenance and update.

successful case

Fujian Mobile Key Customer Management System

Fujian Mobile's key customer management system project undertaken by Fujian New World began to be implemented in September 2003, and was put into trial operation in June 5438+ 10, 2004. With the completion of this project, Fujian Mobile has a unified platform for comprehensive information processing, business support and customer relationship management in the whole life cycle of major customers, so that Fujian Mobile can accurately grasp the market dynamics of major customers, understand the management status and service quality level of major customers, and meet the market demand.