Research On The Evaluation Of Customer Value And Its Application In The Mobile Telecommunication Industry

With the advancement of modern telecommunication technology and the fierceness of competition in mobile telecommunication industry, it is not accommodate this period that the competition is only based on network, the focus of competition is changing form network resource to customer resource between all telecom operators, especially the contest of the high value customer. How to distinguished the high value customer and how to advance the value of the lowers is the base of customer value management. But there are some defects when evaluation customer value on the bases of present ways, for example ARPU. Seeking a model that can evaluate customer value completely and reasonably. This problem is must to be settled immediately.In this article, I defined the meaning of customer value and generalized the methods of evaluation of customer value via the review of literature, and found the shortage of former research. Then I summed up the sources of customer value in mobile telecommunication industry on the base of theory research. Next I combined the theory of customer lifecycle and analyzed the factors affected customer value in mobile telecommunication industry, and pointed out that the structure of customer value is different with the different stage of customer life cycle, then advanced the index system of the evaluation of customer value and figured out the weight of index with the help of AHP. In the end, on the base of the evaluation results, established the frame of customer segmentation based on three dimensionalities and brought out the opinions of improving the customer value.The innovations of this article are as follows: first, on the base of present research, put forward the eleven sources of customer value and its structure, in order to evaluated the customer value completely. Second, introduced the theory of customer lifecycle into the evaluation of customer value, analyzed the factors which affected the structure of customer value, then put forward the structure of customer value of the period of identification, period of development, period of maturity and period of wane. Third, built the index system of the evaluation of customer value and the calculation model of weight, and apply customer noticeable value,customer connotative value and customer confirmative value to segmented the customer cluster and manage the customer value.