China Mobile's Customer Absence Alerting Model: Research And Application

With the competition of China mobile communication market becoming severer and severer, the customer resource is emphasized by more and more companies, as a result, how to alert and prevent customer absence would be a meaningful topic for companies include mobile telecommunication carriers. This research is trying to find an effective method for China Mobile to build an alerting system for customer absence based on one of subsidies'consumption database of China Mobile. We are hoping the outputs of this research could help China Mobile to find the customers who are most likely to leave prior to their absence and adopt some effective retention measures. At last, we got three key findings: (1) In terms of the customers'absence probability by brands, Shenzhouxing , M-zone and Gotone are becoming lower and lower, according to the customers with same brand, it seems that more consumption leads to less probability to leave. (2) Seven categories of fees are found significant to response which is customers will leave, three categories of them, which are basic rent, local basic fee and GPRS fee, are negative correlated to the absence, on the contrary, the other four categories which are IP fee, caller identity display fee, color ring fee and USSD fee are positive correlated to the absence. (3) We also found an effective tool - customer segmentation & absence alerting matrix, by this matrix, we can calculate the absence probability of many kinds of customers effectively.