Cd Telecom Mobile Business Customer Churn Analysis And Countermeasures

Abstract: Competition in telecom market is growing drastic in the last years, and the customers are the precious resource of the telecom corporations. For the telecom corporations, the customers are not only the guarantee for the treasure, but also the basement for the development in the future. However, it is a challenge facing the telecom corporations that the corporations profit losses because of customer churn currently. So, for the telecom corporations, how to take advantage of themselves, so as to retain the customers and to cut down customers churn, will count for much their situation in the telecom market.In CD Telecom Corporation, the total income amounted to￥36,000,000,000 during 2006, and the customers went up to￥4,300,000 in 2006 from￥2,740,000 million in 2002, thereof, mobile operation customers counted 1,300,000. Though the operation of the Corporation developed rapid, while developing 743,300 new mobile customers in CD Telecom Corporation in 2006, the churn customers amounted to 672,500 (including the customers transferring within the net), the net increase customers of mobile were only 70,000. Thus the proportion of the churn customers to the increaser are 9:10, which results the loss being about￥2,400,000,000 for the corporation every year.In the face of day-to-day severe situation of customer churning, it is necessary to research the phenomenon of mobile customers churning in CD Telecom Corporation. This study is to analysis the compete condition of CD mobile market, and its emphasis is to analysis the data of mobile customer churning in CD Telecom Corporation, and to find it is the main factors causing customers churning that the mobile operation in CD Telecom Corporation have its own characteristic, the customers have their own particularity, the measures of CD Telecom Corporation detaining the customers are faulty, and the rivals adjust the customer expense.This paper presents a method to study customers churning applying Business Intelligence (BI). Through establishing customer churning model and customer churning pre-alarm mechanism, the customers about to churning can be analyzed and be detained in time, at the same time, by applying flexible price strategy and increasing the price of transferring net, to some extent, the rate of the price sensitive customer leaving net can drop. We suggest CD Telecom Corporation to realize the strategy meaning of detaining customers for lifting corporation compete, to lift customers' satisfaction, so as to win the customers' loyalty, extend the existing customers' expense, detain the customers effectively, increase the economic benefit in the corporation, and enhance its compete in market at last. This study can offer positive application value for CD Telecom Corporation to research the customers churning.