The Study Of Telecom Churn For Mobile Communication

Customer Relationship Management is a dynamic process and a kind of strategy, which can make use of the information to manage customers and provide the satisfied product and service to them; we can build long-term stability, mutually beneficial close relationship with customers. The core of CRM is to maintain the old customers and get more revenue from them, telecom churn have caused enormous losses to company. In China, in 1987, the first mobile communication subscriber was born, in December 31, 2006, the mobile subscribers have already amounts to 461 million. With the development of mobile communication, the market become more and more saturated, how to stay customers and cut down the telecom churn has become a question to discuss and a very important management task. The study of Telecom churn not can enrich the application of CRM theory in telecom industry, but can improve the quality of customers and marketing management.Base on the CRM theory and positive study, the thesis taken a China Unicom Branch as an example, it described the condition of communication industry and the loss the telecom churn. Firstly, the article analyzed the following questions: customer personal information, ESN and consuming habit, such as traffic, service duration, and mobile phone number changed and so on. Secondly, questionnaire research was done focusing on those loss customers. Combined with analysis, the reasons of telecom churn can be find out. Last, according to the analysis and questionnaire, in order to reduce the loss of customers and the quality of corporation manage, article brought forward a system to complete those work through the following policies: establishing brand marketing system, improving product design, reforming price system and improving customer service, of course, create a telecom churn supervising and controlling IT support system is also necessary.In the finality, the problems requiring further studies are discussed.