Gansu Unicom Mobile Customer Loyalty Measurement And Improvement Actions

The reform of China's telecommunication industry has gone into depth and the market becomes ever mature. The competition in the market is now cut-throat. Telecom companies are faced up with greater challenges, including cost increase to develop new customers, and the drop of increment market and the low-end trend due to popularity of telecom services. The attrition of old customer casts huge impacts on the sustainability and profitability of telecom operators. Now, the primary concern of a telecom company is customer loyalty and how to scientifically evaluate customer loyalty. Loyal customers are the most valuable resources of an enterprise. So it is now a strategic task for telecom companies to drive the transformation of operations, to promote brand value and refined management, to enhance customer loyalty, and to increase the profit contribution of customers on the basis of customer satisfaction.This article first analyzes the competition, development status and the new characteristics that China's telecom industry is facing. Based on the analysis, the article stresses the importance, reality, urgency of increasing the customers' loyalty and then states the aim of the study. It gives an overview of theories related to customer loyalty and that in the mobile communication world. Based on the theories, it analyzes and compares the satisfaction assessment models used by Gansu Unicom and Gansu Mobile. Finally, the article overall evaluates the Gansu Unicom's mobile customer loyalty by referring to the statistics of Gansu Unicom's customer satisfaction in 2006 and 2007 and using the customer satisfaction assessment method. Based on the status and assessment of current customer loyalty of Gansu Unicom , the article analyzes the major factors related to customer loyalty, and recommends the strategies to increase the mobile customer loyalty of Gansu Unicom. The "customer-centered" idea is required in daily production and operation so as to increase operation efficiency, reduce operation cost, promote customer loyalty and satisfaction, and enhance the core competitive edge of the company.The actions recommended in the article to increase customer loyalty are also beneficiary to other companies of China Unicom. Today when telecom reengineering is at near sight, these recommendations are applicable to other telecom operators as well.