CONSUMER RELATIONSHIP MANAGEMENT

Huawei CRM Strategy

Submitted By:

SHAHZEB IQBAL

Class:

MBA 1st (1.5 Years

Evening)
Submitted To:

Mam Zara Imran

National University of Modern Languages

Lahore Campus.

Date: 11/3/2019
Question: Pick Up a Brand and Discuss Its CRM Strategy
Consumer Relationship Management (CRM)
 CRM is a combination of people, processes and technology that seeks to understand a
company’s customers.
 CRM is a business strategy designed to optimize profitability, revenue and customer
satisfaction. (Gartner).
 A CRM Strategy shows the intent of a firm concerning its customer base, pointing out how
it shall acquire, maintain and retain customers through improvement in customer value
deliverables as the way to enhance corporate performance.

CRM Strategy of Huawei Technologies Limited.

Some Steps of Huawei CRM are below.
 Origination and Development
 Architecture
 Reliability
 Security

Origination and Development of Huawei CRM.

In 2003, Huawei successfully put the CCBS into commercial use in Hong Kong and formally
entered the CRM field.
The CRM provides specific marketing, sales, and service support for each stage of the customer
life cycle, improving customer satisfaction and loyalty and increasing the carriers' revenue and
profit.

Customer obtaining:
 Product management: Enables carriers to release offerings that meet the market
requirements to attract potential customers.
 Commission management: Enables carriers to develop dealers, serving more customers.
 Review & Share: It enables customers to review offerings and orders through various
channels and from various perspectives in e-commerce.
Customer Experience Improvement:
 Customer service: Enables carriers to handle businesses for customers through multiple
channels, improving customer experience.
 Customer management: Enables carriers to manage customer information uniformly.

Customer maturation:
Promotion management: Enables carriers to release various Promotion activities to stimulate
customer consumption.
  Partner management: Enables carriers to manage various partners, providing more
offerings and services for customers and improving customer loyalty.
 Loyalty management: Enables carriers to maintain customers through measures such as
bonus point exchange for gifts.
 Customer Segment: Segments customers based on customer attributes.

Customer recession:
 Complaint management: Enables carriers to quickly respond to customer complaints,
solve problems for customers, answer customers' questions, and reduce the customer churn
rate.
 Case management: Records, diagnoses, distributes, monitors, and manages customers'
complaints. Service and sales personnel can provide the updated information about the
complaints and handling status for customers and onsite service personnel.

Customer deregistration
 Customer service: Enables carriers to handle the customer deregistration business, stop
providing services to customers.

Architecture
 Technical Architecture
 Functional Architecture
 Logical Network
Technical Architecture
It includes
 Presentation Layer
 Service and process layer
 Business Logic Layer
 Data layer
 Digital Studio
 O&M management
Functional Architecture
 Intelligent Experience: Uses the tracing point capability provided by the frontend
JavaScript/mobile app SDK to monitor, collect, and analyze user behavior data. The
module is the information source for improving user experience.
 Business Orchestrator: Provides a one-stop business orchestration environment
(including processes, business rules, and UIs) for commercial personnel. Commercial
personnel can generate new process services, managed services, processes, events, and
relationships between these objects through service orchestration and visualize the
orchestration result.
  Customer Management: Manages information such as customer basic information,
behavior information, billing information, and wish list information
 Inventory Management: Provides functions such as resource life cycle management,
stock-in, stock-out, transfer, multi-classification resource management, and resource
query. Commission payment.
 Order Management: Provides the capability of processing orders in the backend,
including order creation and distribution, order validation, order splitting, and order life
cycle management.
 Identity & Access Management: Supports unified user sign-in and authentication
management and the assignment and management of function permissions and data
permissions.
 Application Marketplace: Provides an online market for partners to release and manage
applications.
 Open Integration Framework: Provides service integration and adaption based on the
APIs exposed by the backend system components. It also supports service flow
orchestration for the interface invoking logic.
 Platform and Infrastructure: Consists of common technical modules to provide public
support capabilities for the business functions of all the other modules.

Logical Architecture
 Cloud Computing Layer-based Service Model: Cloud computing provides Internet-
based service adding, utilization, and delivery, involving providing of dynamic scalable
virtual resources over the Internet. The core idea of cloud computing lies in the unified
management and scheduling of massive computer resources connected through a network
to constitute a computing resource pool that provides services based on user requirements.

 Network
In the scheme:
 The Fusion Sphere provides infrastructure resources at the IaaS layer.
 The Digital Cube provides cloud platform operation, maintenance, and management
capabilities at the PaaS layer.
 The Digital CRM provides various applications at the SaaS layer.

Reliability
 Business Overload Control: The Digital CRM has the level-II overload control capability.
When the business volume increases sharply, the system executes specified overload
control policies to maintain high system performance and prevent system breakdown.
  Service Downgrade: When it is estimated that the system processing capability is
insufficient for the promotion season, non-core peripheral services are downgraded to
minimize the negative impact on customer experience in core services.
 Data Backup and Restoration: Data needs to be backed up regularly during routine
maintenance of the Digital CRM, and be backed up before initial installation or key
operations (for example, upgrade). If data is damaged or lost due to a disaster, hardware or
software fault, or misoperation, maintenance engineers can immediately restore data to
ensure data integrity and correctness.

 Host Redundancy and Backup: All the Digital CRM NEs provide redundancy locally. If
a node is faulty, the Digital CRM can continue providing normal services.

Security
Security goals of Huawei CRM are
 Confidentiality
 Integrity
 Availability
 Traceability