Study On CRM Of Heilongjiang Mobile Based On Customer Loyalty

With the accelerate proceeding of the global information, China telecom has now step into developing period with a high speed, the consumer group has coming matured, the achievements of operators has now been turned from investment and requirement driving to management and service driving, core competence is transferring from network resource to service advantages. Facing the new competitive situation with 6 telecom operators, towards the challenges and opportunities when the telecom market opens up after China take part in WTO and also the 3G license releasing, Heilongjiang Mobile has set the development strategy as"leadership in business and service", which indicates that HMCC will not only make efforts to lead in business, but also will draw special attention on maintaining target customer group with high quality service, thus, customer satisfaction becomes a ruler to measure Heilongjiang Mobile's outstanding business and high-quality service, it's also a task we should undertake to maintain original customers, develop new customers and increase the business usage.This dissertation results from previous studies on the basis of a normative analysis and empirical studies of the combination of methods, using data mining technology, the work delivers new directions for Heilongjiang Mobile CRM improvement. It related fields at home and abroad through the theory of literature and processing the information on customer loyalty theory of the concept, classification, the basic content of progress, and select the mobile telecommunications sector for the empirical object, in-depth understanding of industry background and theory, build customer loyalty metric score model. Same batch customers, build customer life cycle judging model. Customers want to combine the specific stage of the life cycle and types of loyalty score, as well as loyalty, meaningful customer loyalty plans and proposals.Through the statistic and analysis of the original investigation data, we could conclude customer satisfaction appraisals, customer loyalty rate and the priority of business process amelioration of different brand users, and also give suggestions, strategies and reference in improving Heilongjiang Mobile's customer satisfaction.