A Study On Management Strategy Of Clients Tending To Leave From CMCC

As the launching of internet communication mode such as Wechat and WeChat telephone, the new internet communication mode gradually integrate into the people’s daily life, but clients leaving from CMCC problems become more and more serious, which brings extremely negative impact on the enterprise benefit and development of traditional telecommunication operators. Therefore, how to take effective measures combining with the reason clients leaving from CMCC to design a set of more effective client management strategy in early, mid, and later leaving period, and ultimately improve the company’s operating efficiency, achieve the company’s long-term stable and healthy development, which has become an issue that mobile operators are now facing.Firstly, this paper constructs the model of mobile clients leaving from CMCC influencing factor. The paper collects the factors affecting the clients tending to leave from CMCC through literature review and methods of interview, and designs a questionnaire of "Influencing Factors of Clients tending to leave from CMCC". With the return of questionnaire, using the project analysis, internal consistency analysis and factor analysis, and after the test reliability and validity, the five dimensions influencing factors of CMCC clients tending to leave are discovered, including service quality, prices, value-added services, client himself and mobile phone. This paper successfully constructs the model of mobile clients leaving from CMCC influencing factor.Secondly, through early model, the paper designs the questionnaire of "the current status of clients tending to leave from CMCC", and investigates the present situation of the CMCC Shenzhen clients’ off-grid. Through descriptive statistical analysis, it indicates that the factors affecting off-grid mainly include:threshold of package, value-added rate, efficiency of problem solving, complaints hotline problem solving efficiency, operator proficiency in business, business type, richness of integral activities, waiting time, roaming, and accessibility of the hotline, etc. Based on analysis of direction of off-grid users, information channel, off-grid clients’ conditions of reuse CMCC Shenzhen and advices on phone business of CMCC Shenzhen from off-grid users, etc. On this basis, the paper analyze the reasons which Shenzhen mobile clients leaving from the CMCC by the perspective of operators, agents and clients. Thirdly, according to the analysis of previous situation and cause, the paper puts forward the goals of customer management, that is, continuously expand the market space, improve the sales profit rate, improve customer satisfaction, retain old clients and attract new clients, comprehensively improve the operational efficiency of enterprises, optimize the corporate market value chain. Taking those goals as the guide, the paper puts forward effective measures that clients leave from GMCC in early, mid, and later period. In the early, the effective measures to reduce mobile clients away from CMCC can be earned through aspects of improving service quality and brand effect, fully exploring characteristics of4G business, strengthening the interaction with clients, improving company efficiency comprehensive governance. In the mid-term, the effective measures are to build clients retention mechanism, accurately hunting clients, etc., finally achieve the proposals of lowering clients leaving rate and operating costs, improving company efficiency.Finally, it’s the effect analysis. CMCC Shenzhen clients leaving form CMCC influencing factors combine with data mining technology. Firstly, the data selection of CMCC Shenzhen clients is carried out. Secondly, the leaving intention clients are accurately located in CMCC Shenzhen early warning system. The leaving intention clients was implemented mangagement strategy of clients tending to leave from CMCC. At last they was be retained. The ratio of off-grid was reduced.