The Analysis And Design Of The Telecom Customer Segmentation Model Based On Data Mining Of The CRM

With the exploitation of the telecom market gradually, it is more difficult to get distinctive competitive advantage for the telecom operator. In order to satisfy customers more, a successful telecom operator should completely and quite understand customer information, make a timely correspondence to individual request, and through all kinds of channels so as to gain knowledge, know more about customers and improve their satisfaction to get more profit, could operators win in competition. So it is necessary to emphasize the practical significance of Customer Relationship Management (CRM) research. In the processing of CRM, due to the differentia of customer's background, earning, age, teach degree and so on. Operators must be segment the customer based on individual request, and provide the different service to the different segmentation market. Customer segmentation is an imperative problem to the telecom operator, it is not only an important composing of telecom CRM, but also an important management tool. The competition of the telecom market is the competition of the customer, operators should pay more attention on the necessity and emergency of customer segmentation. It is one of the rudimental principle which could be investigate varieties of customer, effectively evaluate customer, reasonably distribute service resource and successfully implement customer strategy. This article is based on Chongqing university cooperate with Chongqing telecom Co. exploit project "the Model of Telecom Tariffs Market and Calculation Intelligence Decision Support System", and subdivide customer based on customer's natural attribute, consumption mode, consumption habit, consumption frequency etc. It is difficult to satisfy request of market prosecution and customer decision-making based on single customer attribute subdivision mode. CRM system collect, analyze, mining the useful information which is hidden in the data in the process of the activity between the enterprise and the customer, so as to provide the more excellent service. So the author brought forward five different customer segmentation mode, it including customer industry and consumption earning, synthesis use telecom portfolio, consumption composing, customer value. Customer Segmentation is the main means of CRM, in the process of Client Segmentation, use the technology of Data Mining (DM) will help enterprises to explore more information with commercial value which is favorable to marketing, and to designed a better marketing strategy. In this article, the author based on the CRM and some data mining technologies and combined with the telecom customers business requirement, use the cluster algorithm and RBF neural network algorithm of Data Mining designed the corresponding system frame, and constituted the telecom customer segmentation model. At the same time, the author gained perfect segmentation result based on a great deal practical data, it validated rationality, validity and practicability of the customer segmentation model, provided powerful technology support for operator's prosecution and decision-making.