Application Of Data Warehouse In Corporate Customer Churn Analysis For Express Mail Services

With the rapid and stable development of economy, the business communication becomes more and more frenquently. After the opening of our express market, either overseas investment express enterprises or domestic private express enterprises will have a tremendous impact on the development of China Post Express. China Post Express whose clients have been divided up by other companies will focus on the VIP clients which occupy 20 % of the market.Developping to now, express enterprise cannot part from the support of technology whether production and operation or management, and that among all the technology, the database technology is the core of enterprise technology. How to make good use of database technology to carry through real time analyzing of the usaging situation of the big clients, to give the early tendency warning of customer churn to the enterprise, to guide the enterprise to retain its clients who have the tendency to lost, to 'get back' the losing clients, and to effectively prevent the loss of clients and so on, are all the new topic to the Express Enterprises. The research shows the cost of attracting new clients is at least five times that to keep old clients. Thus that carefully analyzing of the reasons for the loss of clients, forecasting the tendency of losing clients, preventing the loss of clients, and increasing customer confidence in the enterprise play the most important role in the management of enterprise.The fierce market competition is the external power for the establishment of data warehouse, and the requirement of express enterprises' self development is the internal one of the data warehouse operation.This paper focuses on the following questions:1. The premise to make a customer churn analysis is that we must build modern enterprise customer churn analysis system.2. To definite the concept of customer churn and to make a system design to the customer churn analysis system,to make a design to data pre-treatment ,based on Data Warehouse (DW) technology.3. The purpose of customer churn analysis is to effectively prevent the loss of existing clients and to increase the corporate clients' loyalty. Some measures have been proposed in this paper.4. This paper is mainly focus on the inadequacies of the present system, and we will have a grand outlook of the late building of the system.