Customer Chum Analyzing And Counter Measures Researching Of China Mobile

With the deepening reform process of telecom enterprises, domestic three telecom operators have the whole business operation ability. Nowadays, the increasing similarity on communication operation, product marketing mode and so on, individual customer choosing telecom operator becomes more actively, individual client changing back and forth between three big operators becomes more obviously. The customer is the cornerstone of the development of enterprise and the basic of future market competition to win the market. As the market gradually saturated and increment slowing down of customer development, makes the customers maintenance gradually becoming the focus of attention. How to actively develop new customers and decrease the rate of regular clients churn more effectively is a growing cause for concern between the major domestic mainstream telecom operators.Therefore, how to improve customer loyalty and reduce customer churn is the key of telecom operators to win market competition in the3G era.It is necessary to do research about personal mobile customer churn for XY Company when facing the fierce market competition. The object of this research is XY Company, research analyzed the marketing competition environment which XY Company faced on, and revealed the reasons of customers churn, based on the analysis of mobile customer loss data for XY Company in recent two years.This essay combined with the actual situation and existing data analysis of XY Company, using the customer relationship management theory and market segmentation theory on customer churn problem undertook study, using customer loss related data of XY Company in nearly two years, in particular the use of customers ARPU value of three brand did market segmentation research, and formulated relevant measures to reduce the client loss rate of XY. Meanwhile, at the end of this article offered suggestions to XY Company: fully realizing the significance of improving customer loyalty and reducing customer churn for enterprise development, devoting resources on key regional market to keep the customers through the segmentation of departure nets customers, improve customer loyalty and reduce customer chum which is the key to win the market competition.