The Research Of Customer Retention Tactics In China Unicom X Branch

With the reorganization of telecom industry and the issuance of the 3G licenses, the main telecom providers in China (China Telecom, China Mobile, China Unicom, etc.)are making great efforts in customer acquisition and customer retention. In order to save cost and improve performance, these telecom providers are paying much attention in reducing customer loss, increasing value to customer and improving customer retention.This paper makes analysis on the customer retention of China Unicom X branch. In the aspect of the company's sales performance, the author makes detailed research of the importance and characteristics of customer retention to telecom providers. And the author also tries to discover in depth the related customer retention methods to different categorizations of customers.Chapter 1 is preface. It introduces the background, influence and methodology.Chapter 2 is summary of theories. With the detailed explanations of related theories that are customer relationship management, customer lifecycle, customer retention, this chapter analysis the characteristics of customer retention to telecom providers.Chapter 3 proposes the issue. With the introduction of industry background, competition and customer loss, the chapter exposes the current situation of the issue.Chapter 4 is analysis of the issue. With internal interview and questioners, this chapter makes detailed and deep analysis of the internal/external reasons of the customer loss of China Unicom X branch.Chapter 5 is solution to the issue. Based on the customer lifecycle theory and the three major customer groups (individuals, group and family customers) of China Unicom X branch, the chapter proposes the related customer retention methods for recognition stage, development stage, stable stage and decline stage separately.Chapter 6 proposes the future tactics. Based on the issue described above, this part of the paper discusses and research on the establishment of customer evaluation system and customer retention warning system.Chapter 7 is summary and future. It explains the influences and innovations of the related theories research and makes some future expectations of customer retention of China Unicom X branch.According to the research, as in the weak position of the competition, China Unicom X branch must focus on the lack of management, the defection from the external competitors and customers' choice. After the restructuring of telecom industry, the customers are becoming more complicated. What the company should focus on are:Firstly, strengthening customer relationship management; Secondly, extension of the customer life cycle and customer contribution; Finally, keeping passive rather negative in customer satisfaction.The result of this research is not only helpful to solve the customer loss problem of China Unicom X branch, but also helpful to the customer retention of the other telecom providers in China.