Project Design And Application Of Customer Segmentation And Retention In Shanghai Mobile

In recent years,the increasing degree of saturation of the communications market,the homogeneous competition among communication operators is more intense.Shanghai Mobile as a communications operator,the new market slowdown in the growth of saturation,stock market competition intensified,customer retention situation is very grim,performance for the customer churn rate is high,customer value loss phenomenon is serious.Based on the external environment of competition,seek the crux of the problem,is mainly reflected on customer segmentation,lack of unified standards,marketing resources lack of effective integration,has not formed the unified customer classification system five difficult problems,companies need to deep customer demand,constructing based on customer segmentation driven all-round,three-dimensional retains the design project management,continue to promote the transformation of marketing services,realize customer retention and the value of the double promotion.Based on the project quality management,project cost control and project schedule management theory and application of customer value,customer segmentation theory,analysis and research of Shanghai mobile reserves and the present situation of the development in the stock of customers,build customer segmentation based on the project of Shanghai mobile population,its main innovation is based on business analysis IT system,from the definition,customer demand for the first time,insight into the integration of resources and maintain the implementation of the four aspects of environmental protection complete closed project design,used in the design process of the squares based customer segmentation model "and" customer hierarchical model "is the first effective attempt in the practice of the work,and to verify its effectiveness through a large amount of data to promote the company,big data,super micro segmentation,marketing,fine service marketing service transformation.In this paper,the following contents are studied in detail:1.first of all from the project implementation plan view of,focusing on analysis of the customer segmentation to maintain five difficult problems currently facing and puts forward the corresponding design principles,in order to ensure customer segmentation retains the validity and reliability of the model and design of the project.2.In the construction of Shanghai Mobile based on customer segmentation to maintain the project model,described by the customer definition,demand for insight,integration of resources and maintain the implementation model structure consists of four modules,the development principle of the four modules in the IT system of the project were presented in this part.3.Control of customer segmentation to retain the function of each module of project model,introduces segment customer group,label customers precise marketing,marketing products base six case application and effectiveness,and on its scientific nature,operation is verified by practical data.4.Finally,from two angles of the company benefit evaluation and social evaluation,introduced customer segmentation maintain a model of the project the overall effectiveness,from customer stock index change validation project practice of science,the realization of project cost control;in the social evaluation focus on customer satisfaction and NPs customers net recommended value indicators related to the change of application.Topic after nearly a year of research implementation,obtained the following results: model design can meet the expected design function,can meet actually carry out the development of customer demand,to achieve customer retention model of added value,and to enhance the overall management level,to further promote the customer satisfaction,to realize the control of the project cost.It can be proved that the design and application of the model is effective.