Research On The Customer Relationship Management Of Communication Enterprise Based On The Customer Value

The telecom's reorganization which has been very concerned has finally started on May, 2008 and it is the third time to regroup. The National Industry & Information Department, Development & Reform Commission, and Financial Department have announced the model of the regroup that is"six joined three". China Telecom takeovers the CDMA network of China Unicom; China Unicom merged with China Netcom; the basic telecom business of China Satcom incorporated into China Telecom; China Railcom incorporated into China Mobile. China's basic telecommunications operators entered into the era of full-service officially.The Industry and Information Department authorized China Mobile, China Telecom and China Unicom the third-generation 3G license on January 7, 2009, that symbolized China entered into the era of 3G.Owing to the coming of 3G,intense competition would occur in the domestic telecommunication market. The thing that really matters in the competition is the ownership of high-quality customers and customer segmentation is the prerequisite and foundation.At present, the current segmentation method is simply an experience and statistics based system, which does not involve the future value of the customer and his life cycle. As a result, these methods are could not identify the real high-quality customers and the differentiated marketing strategy would not be as effective as predicted.Thus, to identify the real high-quality customers, it is crucial for a telecommunication carrier to establish a precise and smart customer segmentation model based on the CLV (customer life value) theory as well as the data mining technology. Customer Relationship Management (CRM) is used to solve these problems.The concept of CRM was put forward in 1980s, through more than 20 years exploration and development on theory; it is now becoming one of the most popular strategies of management and marketing, widely applied in various industries.CRM system applies to the telecommunications industry which aims to integrate the advantages of communications enterprises and optimize the management method as well through the advanced computer technology. To identify,develop,research and cultivate the valuable customer,improve the service level,enhance the value,degree of satisfaction,profitability and loyalty of the customer,reduce the marketing period and marketing cost and seek for new market and channel required by the expansion of business so as to create more profits for enterprises by means of conducting systematic research on the customer.Although some domestic communication companies have started the implementation of CRM, some companies'planning and implementation of CRM system are mainly based on the needs of specific business sectors, there is no corporate strategy from a high to carry out overall planning, also there is no corresponding reorganization and optimization of business processes so that the application of these CRM systems is still only at the level of operational support system doesn't allow enterprises to achieve their own business model and strategy for fundamental change. The most fundamental reason is that "customer-centric" core concept of CRM has not been thoroughly carried out and implemented. Although the competition about the customer became the superheating between operators, who only pay attention to the quantity of the customer instead of their quality, thus a great many of high-value customer were drained away; Only cares the height of ARPU (appraisal income of each user), but has neglected the cultivation of high-value and potential customers. Therefore, they are issues requiring urgent solution for telecommunication operators about how to establish the appraisal system of enterprise's customer to carry on the value analysis to them, then carries on the segmentation to the customer, adopts the target-oriented customer service, enhances persistency and reduces to rates of churn.Through a large number of literature review, firstly, this thesis define the concept of client, customer value, relationship value and the management of customer relationship. Secondly, it concludes and criticizes the theory of customer value and the management of customer relationship. Finally, it indicates the deficiencies of the past researches.On the basis of the theoretical study, the third chapter, firstly, analyzes the customer value appraisement system of the present telecom company and indicates its shortcoming. Secondly, it analyzes the characteristics of communication enterprise as well as the customer consumption; according to the present value and potential value of the telecom customer to form the customer value evaluation system, at the same time to give the concrete index and calculation methods. According to the present and potential value of customer, we can get the matrix of customer value and distinguish the high value customer, potential customer, minor value customer and inferior value customer. At last, the second subdivision of client base is finished after putting the feature of consumption behavior dimension into customer value matrix. The telecom enterprises can design and produce different products according to the characteristics of subdivision of client base and the size of customer value, at the same time to draft different marketing strategies in order to elevate the customer value and maintain the clients. The fourth chapter analyzes the customer value of telecom enterprise from CRM and this is a brand-new domain. There are four aspects to present the main feature: (1) it presents the customer value driven strategies; (2) it emphasizes the dynamic management of customer relationship; (3) it emphasizes the different implementation of services according to deferent customers; (4) it takes advantage of CRM to improve the customer value. At last, it constructs the CRM model of telecom enterprise and five sub-modules. On the basis of the third and fourth chapter's research, the author analyzes the customer value of CRM of the telecom enterprise of D city.This thesis investigates establishment and quantitative calculation of customer value evaluation system based on telecom enterprise, at the same time, provide the customer value CRM system structure. The author hopes it can provide some useful suggestions on the research of customer value management strategies and exploitation of CRM system.