Research On The High-end Customer Retention In YB Mobile

SC provincial mobile company was established in July28,1999, as of July2012,total assets amounted to41.27billion yuan, employs27,148people. And in theprovince’s21cities (prefectures) and188counties it have branches. YB mobile is acommunications company, located in the southern province of SC YB City. YB City,the economic strength of the province ranked No.4. YB Mobile has over200millionusers, the market share of75%, the annual income of over one billion yuan, theprovince ranked No.5. The high-end customers accounted for26.3%of all customers,they accounted for44.5%of revenue contribution.But in recent years, with the restructuring of the communications industry, ChinaTelecom and China Unicom continue to erode the high-end mobile customers. The endof2012, YB mobile high-end churn rate reached3.6%. To get rid of this dilemma, theauthor has analyzed the critical success factors of the high-end customer retention,proposed a strategy to maintain high-end customers.This paper analyzes the YB mobile customer relationship management problems,as well as the challenges and opportunities, and points out the importance ofmaintaining high-end customers.Secondly, this paper uses SWOT method to analyze YB mobile’s internal andexternal environment, and pointed that YB Mobile must immediately carry outmaintenance of high-end customers. By analyzing YB management status in high-endcustomers, the author pointed out the key factors to maintain them: VPMN, deposit feedelivery fee, terminal benefits.Finally, in September2012, the author’s team distributed1,000questionnaires tohigh-end customers in12business hall, and recovered415valid questionnaires for dataprocessing and analysis. The author used correlation analysis method to study thecustomers, products, channels, services, and their impact for maintain high-endcustomers. Finally the author pointed that customers, products, channels, services arefour critical success factors for maintain high-end customers. Around four key successfactors,the author proposed five strategies to maintain the high-end customers:hierarchical retain customers, customer feedback based on net age, improve productdesign, improve the channels, improve the service system. This thesis provides guidance for YB mobile to achieve high-end customerretention, but also for other businesses to carry out precision marketing provides apositive reference value.