The Research On The Mobile Customer Maintance And Retention In China Unicom X Branch

With the development of Telecom industry, the traditional market strategy motivated by technology and targeted for product sales is gradually replaced by the one of customer oriented and meeting the customer's needs, and the customer resources come to be the competence focus. The tough competence results in a lot of un-loyal customers. All the telecom providers are now faced the problem of customer loss. How to prevent this problem happening and carrying out customer retention becomes one of the telecom providers' concerning focuses.The research in this paper based on China Unicom X Branch, the author detailedly investigates the reason of mobile customer loss from online time, ARPU, whereabouts, satisfactory degree and so many aspects, doing internal and external interview. On this basis, with the theory of custom life cycle and the actual situation in China Unicom X Branch, the author proposes that in accordance with the different character of the high ,medium and low-level customers, we should take maintance and retention measures specially, from three stages: the prevention of customers, customers maintain and customers retention and from four process: marketing, service, management and support. In prevention stage, the focus is to make good policy analysis, market segmentation, channel control, such as market competing aspects of the work. At the same time, we also should control strictly the customer gateway, doing a good registration and responsibility for customer development. Maintenance phase, we aim at enhancing customer value and extending online time. At the last stage, customers retention stage, we must control the consumer trends, consumption cycle, and the possibility of off-net in ahead. Though the comprehensive measures above, then to enlarge the trade with current customers, use the efficient customer retention to reduce the loss rate and improve the business competence and face the challenges under the new circumstance.The results of this research is not only helpful to solve the current problem of customers loss in China Unicom X Branch, but also useful on China's telecom enterprises to maintain and retain customers.