ENHANGCING CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PRACTICE FOR SERVICE BY CREATING CUSTOMER’S VALUE- VINAPHONE FOR EXAMPLE

ENHANGCING CUSTOMER
RELATIONSHIP MANAGEMENT
(CRM) PRACTICE FOR SERVICE BY
CREATING CUSTOMER’S VALUE-
VINAPHONE FOR EXAMPLE


Student: Tran Duy Quang
ID: 11752333
Advisor: Long-Sheng Huang
Co- Advisor: Pham Thị Lan Hương.
1
VinaPhoneCompany
• Founded in 1996 under VNPT group (Vietnam
telecommunicationsgroup)
• OneofthethreeleadingnetworkinVietnam.
• The number of postpaid customers: over 30
millioncustomers.
•Coordinate with 260 partners in over 90
countries
• 22000BTSstationsand70003Gstations.
2
VinaPhonecompany(2)
• Mission: VinaPhone always try our best to apply
advance telecom technologies effectively to expand
our mobile network serving customers anywhere and
to make a great contribution to the socio-economic
developmentsofVietnam.
• Vision: Nowadays, mobile information services are
developing significantly and becoming an indispensable
factor for Vietnamese citizens in their life. VinaPhone

always plays a role as the leading mobile network in
Vietnamandstayscloseanywherewithourcustomers.
3
Researchmotive
(CompanyQuestion)
•VinaPhone has a large number of
customers but the customer care process
islimited.
•Postpaid customers leave company
becauseoflackofcustomercare.
•Customer management system which
company is using is outdated and do not
havemanybenefitsforbusinesses.
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ResearchMotive(2)
• Eachareahastheirownsystem,trackingandkeeping
recordsondifferentsoftware
• Managementdoesnothaverealtimeperformance
information
• CustomerServicedoesnothavemarketinginformation
forcrosssellopportunties.
• Salesdoesnothaveeasyaccesstoclientrecords
• Customercalls,oldsystemdoesn'ttieintoaccount,so
don'tknowpastorder
5
4
th
time
• CRM should be cared as the most important
problem (help VinaPhone company establish new

construction,enhanceservingtime)
• CRM brings many benefit to bussiness and
Customer satisfaction is the development of
business
• Many studies in area of customer intention to
developCRMconductedallovertheworld,butno
officialstudiesinVietnam
Research motive (3)
6
Keywords
• CustomerRelationshipManagement
(CRM)
• Telecommunicationservice
• Customerservice
• ModelofCRM
• Customervalue
7
CRMsystem
8
4
th
time
•CRManalysistoseeVinaPhonesituationisdoing
tobringbenefitstocustomers
•EnhancingusingCRMofVinaPhonecompany
• Maximumsatisfaction ofcustomer needs, create
value for customers, maintain customer loyalty to
theserviceofVinaPhone
• Create sustained profitability and long-term
VinaPhone

Research purpose
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Literature review (1)
• CustomerRelationshipManagement
(CRM)wasaconceptthatfirstmadea
hugeimpactonthebusinessworldinthe
1990’s
• CRMstrategies(Kotorov,2003)
• CRMevaluating
• CRMimplementing…
(Payne&Frow,2005)
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•The implementation of customer relationship
management (CRM) is an important stage in
organization’scorporate
•Developt and enhance valuable personal
relationshipswithcustomer.
• CRM is an integration of technologies, people
andbusinessprocesses
(Greenberg,2002,Bohlingetal.,2006)
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Literature review (2)
Literature review (3)
• Technicalmanagementshouldhave
intergrationwithexternalsystem.
• Sale/marketingmanagementprovidesinput
foranalysisreportsofcustomers,stock,
productandcontacts
• Reportmanagementhelpscompanyto
generatespecificreportsaccordingtosome

customizeddata
• Workflowmanagementistotallyintergrated
withsaleprocessandtechnicalmodules
BRM–DrChen
Evaluation of CRM(1)
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Evaluation of CRM(2)
• Everyoneisconnectedintoonesystem
• Peoplehavetheinformationtheyneedtodo
theirjobs
• SalesandCustomerServicehaveadeeper
knowledgeofthecustomers.
• Dataduplicationiseliminated
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Evaluation of CRM(3)
• Datasecurityisstronglyenhanced
• Providingpromotions,servicesand
productsthatareexactlywhatyour
customersarelookingfor
• Offeringbettercustomerservice
• Crosssellingproductsmoreeffectively
andquickly
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• Helpingsalesstaffclosedealsfaster
• Retainingexistingcustomersand
discoveringnewones
• Buildingarelationshipwithyourcustomer
history
Evaluation of CRM(4)
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Research methods
Research model (Karagol, 2007)
Success of
CRM system
-Success of technical mnt
+ Operational process of technical
+ Performance of Technical
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-Success of Workflow
+ Operational process of workflow
+ Report process of workflow
-Success of sale
-Success of report
+ customer-product related report
+ company - employee
Research methods (2)
•Measurementofvariable:5-pointscale(Likert)
• Questionnaire design: easy to read, offer clear
directions,notifyinadvance,encourageresponse
•Questionnairesurvey:self-administeredsurvey
• Who: Population: employee in VinaPhone (sale,
bussines department, customer service, call center,
management,…) sample: convenience (approximately
200users)…How?
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The sampling design
• Primary data: Asurveyof200employees;
300customers.Stratifiedrandomsamplingis
applied.
• Secondary data: GeneralStatisticalOffice

(GSO),BusinessDepartmentatCompany,
magazine,Internet…
• IuseSPSStoproduceresearchresults,
checktheappropriatevariableandtheactual
conclusionsofthevariablesaffectingCRM
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Information needs collection
• SuccessofCRM:highperformance,
training,timeofefficiency…
• Technical:manageserviceeasily,fast
modules,…
• Workflow:document,reports,
• Sales:userfriendlyscreens,fastmodules,
automaticwarning
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ExpectedResults
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Significance of research
• Beservedquickly,dedicatelyandpunctually
• To meet the services and products consistent
withthehighprofessional
• Answer  all questions and resolve complaints
quickly,themostsatisfying.
• Understand the system of products, services
and avoid non-use, stop using and leave the
network.
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Significance of research
• Providingpromotions,servicesandproductsthat
areexactlywhatyourcustomersarelookingfor

• Offeringbettercustomerservice
• Crosssellingproductsmoreeffectivelyand
quickly
• Helpingsalesstaffclosedealsfaster
• Retainingexistingcustomersanddiscovering
newones
• Buildingarelationshipwithyourcustomer
• IncreasetheCRMsysteminVinaPhone
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