Research On Customer Retention Strategy Improvement Of Jilin Telecom Company

The paper introduces the domestic telecommunications communication field competition, and the status of Jilin Telecoms company customer retention. Based on this, advances jilin telecoms company customer retention improvement scheme and customer satisfaction lifting scheme.First, the analysis of chinese telecommunication market competition environment.At present our country telecommunications industry has been formed by China telecom, China mobile, China unicom three basic telecommunications, each operator's core competitiveness increasingly rely on its service competitive advantage, competition also gradually by telecommunications network resources competition transferred to the differentiation of service competition up. To maintain the competitiveness of the enterprises, and to realize the sustainable development strategy, and telecommunication enterprises must attach great importance to the customer maintenance.Second, the status of Jilin Telecom company customer retention and the problems existing.Due to the loses of customs, Jilin Telecom Company have pay more attention to customer retention, but still exists some problems: the first is the company has not form the system, and did not establish standard working process and system.The second problem is marketing policy, resource input side focuses on development, no consideration user retention, affecting the stability of customs. The third problem is the retentioning direction is not clear, did not pay more attention to the main contributions income in high-end users and corporate clients.The fouth problem is the maintenance work support does not reach the designated position, CRM system function is not perfect.Three, Jilin Telecoms company customer retention improvement and the scheme of satisfaction improving.Improvement of Jilin Telecom company customer retention effect, top priority is to customer retention system establishment and the consummation, and should maintain long-term customers, must solve network, marketing, billing, service and so on deep problems continued ascension customer satisfaction. 1. According to clients' consumption characteristics, telecommunications of customer's life cycle divided into net period, growth, maturity and degradation period, and the customers in different stages, take different retention strategy.2. Conduct customer segmentation, implement differential service. For telecommunications companies, the most valuable customer resources is high-end clients and group clients. According to the principle of customers and maintain cost relatively should contribute to the matching principle, the online customer subdivided, at the same time according to different levels, for different customer service standards. Maintain cost of high-end customers and to tilt, through group clients implement customer manager responsibilities, provide differential service group, high-end clients club and other key customer for implementation of effective maintenance.3. CRM system are improved and perfected. To existing CRM system improvement and perfection, the first to build customer unified view, realize customer manager unified retention interface, Secondly, we should carry out retention support system function optimization, improve and strengthen marketing retention data support system function, strengthen marketing data analysis function and marketing retention activities executive function, Once again to achieve customer understanding, marketing planning, marketing, retention retentioning execution and effect evaluation of four steps closed-loop process support, Finally, to realize the realization retention work multi-channel synergy.4. Solve deep service problems and to enhance customer satisfaction. Through to jilin telecommunications companies existing problems of statistical analysis, proposed jilin telecom company customer satisfaction lifting scheme. For Internet users perception, poor quality, high value-added business postage is not practical, SMS spam more, billing inaccurate, bill not clear, etc, and puts forward the suggestion to improve the postal service hall, customer service hotline on net, hall clients such as the points of contact, makes a deep analysis of the service problems, and puts forward some measures for reform.Four, the implementation and control solutions of customer retention.To guarantee the customer retention improvement scheme propulsion and implement, on the one hand, to build customer satisfaction-oriented enterprise culture, integrating all channels, implement whole retention; On the other hand, we should from the organization and provide safeguard system, set up a strict management system, the customer maintain clear customer retention working interface and workflow.For Jilin Telecommunications company, strengthens thecustomer retention work, the implementation of customer relationship management is to enhance the competitiveness of enterprises will become effective means, also support jilin telecoms company bigger and stronger important basis of work.