| For several decades, China communication industry have broken monopoly, introduced competition and come into being six major companies including China Telecom, China Mobile, China Unicom, China Network Communications (CNC), China Railway Communication, and China Satellite Communications. With the competition becomes stronger and stronger, customer churn problems becomes more serious. The problems such as how to increase customer loyalty and customer value to earn profit have become the management focus of telecom companies.Based on the market environment and competition status of telecom industry, the reasons of little-smart customer churn of Xingtai subcompany of CNC have been surveyed and analyzed as follows:Firstly, unsuitable marketing strategy is the major reason of customer internal churn;Secondly, the promotion activities of competitors lead to customer churn of the company;Thirdly, the technology characteristic of PHS technology of little-smart is an important factor.Shortage of management system, personalized service, and technology support also lead to the little-smart customer churn.The correspondent strategies based on the competitive situation are proposed as follows:Firstly, the system of preventing customer churn should be built as the organizational guard;Secondly, the reasonable marketing strategy should be planned, the product fee management should be strengthen, the suitable service price shoulb be used, the distribution channels with customer information should be managed carefully.Thirdly, the service level should be increased, the personalized product and service should be provided for different customers to decrease customer churn rate.The little-smart communication networks should be modified and improved to support better service for the little-smart customers.The research result will provide important decision support for telecom customer churnmanagement for not only XINGTAI subcompany of CNC but also for other telecom companies. |
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