M Mobile Customer Value Assessment

With the era of economic globalization, enterprises increasingly competitive, customer resource contention to become a hot business and as a measure of competitiveness of enterprises is one important factor. Customer value includes two aspects: First, to create value for enterprise customers; Second, the value of enterprise customers. This is the start of the value created for enterprise customers.In this paper, a mobile telecommunications company in Western - M Mobile object of study, the company separated from the former China Telecom set up a global communications products, M-Zone and Shenzhouxing three major brands. The company has complete CRM system, but needed for development, M-Zone, Shenzhouxing brand lack of complete customer information. Customer segmentation is mainly based on the user ARPU value, this article hopes to conduct customer segmentation customer value assessment, the limited resources towards the most valuable customers, so that enterprises end up the biggest gains.This article includes the following aspects: First, evaluation of customer value and customer segmentation research literature for a general discussion, and current customer value and customer segmentation analysis of current research; Second, the status of the company's customer management , and through customer value system of the relevant overview of the establishment of the company's customer value assessment system; then, according to the established customer value assessment system, breakdown of the existing value of customers, value-added services on different proposed 3G services based on operation of customer value promotion strategy. Finally, the article summarize the results and shortcomings.