| Presently, t is serious day by day that the number of customer is reducing , and it has already become one of the important factors which restricts the communications operation enterprise to develop and further enhance the benefit. The excessively high customer loss rate caused the large amount income losses, and also caused the enterprise marketing cost to stay at a high level. This question caused the communications operation enterprise to attach importance to, and the idea of enterprise's management development is adjusted that they pursued purely the development of the number of customer in the earlier period ,but now they equally develop and maintain the customers. However ,it is the exploration stage that the enterprises research to maintain customers. set of practical and feasible solutions has not formed. The excessively high customer loss rate still is puzzling the enterprises. I The description of Heilongjiang Unicom's customer leaving the network present situation In the end of 2004 , Heilongjiang Unicom passes the company mobile service to divide into GSM and the CDMA ,two kind of networks products. The accumulation of existing handsets customers is 4.2 million,and The accumulation of the customers who drained is 1.8 million (including an internal revolution of network customers).The 43% of customers left the net. In 2004 whole year, the number of the development customers accumulates 2.6 million,but the draining customers ccupy the development customers 69%. Does this high customer draining rate also make us to invest the huge cost to develop the massive new customers every year. But the total of income paced back and forth throughout. Heilongjiang unicom is in a "high customers development ,high customers draining" in market strange circle,equally with the nation other mobile communication operation business. After the investigation statistics,the main reason that the customers left the net was fees high to change the card, customer life place migration, the money owed to abandon the card, bad network signal, original card losing,and so on. The Competitors of Heilongjiang Unicom are Heilongjiang mobile company and Heilongjiang Network company,the problem of which is as serious as Heilongjiang Unicom. Because the performance of their products is consistent basically and they Compete to reduce prices , the customers of three operations business change network frequently between each other. Everyone is faced with this difficult problem. II The analysis of Heilongjiang Unicom's customer leaving the network present situation The problem of customers leaving the network need be analysed from enterprise's each aspect.,including the analysis of the cost, kinds of reason of customers to leave the network and the rule.It is easy for us to formulate the corresponding solutions in view of these reasons. According to the constitution of the cost, it is divided into the cost of no-pay in cash, the cost of ,pay in cash-manpower, the cost of ,pay in cash-overhead charge, the cost of pay in cash-marketing expense.By computating the overall customer cost of Heilongjiang Unicom in 2004,it gets that the average development cost of GSM is 74 Yuan each household,and that of CDMA is 584 Yuan. each household. We analyse the profit that is brought for the company from each customer.It is more important that we clearly realize that the customers whose month amount of consumption is above the cost are the goalcommunity,and that each customer draining makes directly the loss of the company. III The goal customer subdividing and the product prix fixe principle of design It subdivides the correspondence customer market mainly from the expense behavior characteristic,It need computate each item that customer make during expense process. According to the customer condition in the net, expense situation, service use, credit condition, the four kind of targets determinations, with the policy-making tree tool,we judg the life cycle stage that customers locate. The stages are : customer grow time, customer silence time, customer stable time, customer early warning time,according to the life cycle that customers locate. Beacase customers understand the company's product mainly from the choice of fees prix fixe and the prix fixe fees level also is the attention focal point that becomes weapon between the competitor slaughters, the company should have to guarantee the competitive power of the prix fixe and guarantee the product prix fixe economic benefit. Product prix fixe principle of design:mete great preferential priceprinciple——encouraging to expend;Pointed principle——effective demand.;Combination fixed price principle——reducing the price sensitivity;Structure allocated proportion principle——identical ARPU but the consumption pattern is different;Flexible principle——the price system and the service promotion unifying;Actual situation union principle——obtaining the user to stabilize and price stabilization . IIV The customer maintains with detains the measure analysis If we want to reduce the rate of customers leaving the net, we need to establishthe high barrier of customers leaving the net and enhance the degree of satisfaction to lengthen time that customers stay in thenet, .through the nimble marketing and the service design.We should adopt the way that preventing and controling unify to the net to realize the entire process of maintainnig and detaining customers. A Customer prevention stage measure a Marketing measure: Formulate brand long-term developmental strategy; Carry on the market area to separate. b Service measure: Establish service brand; a return visit customer. return c Management measure: Strengthen the promotion management; Strengthen the channel inspection management B Customer maintains stage measure a Marketing measure: Integral band; Service band;Fees band; Community band. b Service measure: Concern customer; The service of manage finances; credit manage;pay footing service c Management measure: Club management; Service channel management. C Customer detains stage measure a Marketing measure: Competition preferential benefit; Agreement retention; Call back reward b Service measure: Detain the leaving net point; Customer early warning management c Technical support:: Establish the early warning model of customers leaving the net; Establish the management storehouse of customers'material V The implementation and the management of maintaining and detaining thecustomers A The system structure of maintaining and detaining the customers: We should establish the execution system structure of maintaining and detaining the customers and the support system structure of maintaining and detaining the customers to make it institution, Flow, Standardization and to form the system closed loop. B The surveillance of the target: The rate of the "The world wind"customers who leave the net monthly; The rate of the "New space"customers who leave the net monthly; The rate of the "UP new influence"customers who leave the net monthly; The rate of the "Ruyi tong"customers who leave the net monthly; C Organization establishment: The market sector of Heilongjiang Unicom is coordinate for maintaining and detaining the customers.It is responsible to formulate the overall strategy, organizate implements, analysis regularly, surveillance inspect. The group customer sector is responsible for the group customer. The call center is responsible to service manage ,instruct and train. The technology sector is responsible to construct the CRM system and to provide correlation strut work. According to the comorganization establishment provincial company, Each branch is responsible to maintain and detain the customers for the communications department. |
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