Research On Models And Methods For Customer Management In Mobile Communication Enterprises

Recent years, Mobile Communication Enterprises develop rapidly in China. With the fast enlargement of customer size and advance of informationization in mobile communication industry, China mobile communication enterprises have accumulated a number of customer data. How to use the data to analyze customers, improve the relationship between customers and enterprises, and increase customer satisfaction and customer loyalty has been the most important problem that China mobile communication enterprises have to face. At first, this dissertation put forwards a method of customer management which is based on customer relationship life period. China mobile communication enterprises should begin to manage customers when they exploit customer relationship and try to renew the relationship when customer relationship breaks off. Secondly, this thesis analyzes and discusses several important models and methods in the process of customer management, which are customer segmentation, customer value, customer analysis models based on customer value, customer satisfaction and loyalty, and customer churn analysis. Firstly, the dissertation segments customers based on customer basic characteristic and behavior, including mobile communication enterprises' customers. Secondly, the thesis discusses the methods of customer value and potential value, put forwards several customer analysis models, and values mobile communication enterprises' customers. Thirdly, theory models and evaluation models of customer satisfaction are discussed. The evaluation system of customer satisfaction in mobile communication enterprises is also put forward. Finally, the dissertation discusses customer churn analysis in mobile communication industry.China mobile communication enterprise should establish suitable customer management strategy and select effective customer management models and methods. Thus enterprise can understand and evaluate customer correctly. Offering individuation and customization service to meet different demands can retain customer and promote their value.