Cs Mobile Branch Customer Value Assessment

The year of 2008 is an extraordinary year for the telecommunication industry in CHINA. The third restructure led the industry to the age of three giants, more and more intense competition to customers among telecommunication operators which Mobile Telecommunication CS Branch is facing with. As Mobile Telecommunication CS Branch has been focused on the number increment of customer instead of enhancing customer value for a long time, which causes loss of the high-value customers while gaining lots of low-value customers. Thus the mobile telecommunication operators got into trouble with no profit increase when sales volume increases. Facing with the emerging problems during development, it is critical for operators to do systematic researches on evaluation system of customer value as well as develop strategy to enhance customer value, which can reduce customer loss and enhance competitive ability. Customer value includes two aspects:the one is value created by customers for operators, the other one is value created by operators for customers. The value created by customers for operators will be mainly researched in this thesis, and the researched object is Mobile Telecommunication CS Branch, a county-level branch of Mobile Telecommunication.Mobile Telecommunication CS Branch is a county-level branch with 260 employees, under Sichuan Branch of Mobile Telecommunication Ltd. Annual revenue is up to RMB 0.7 billion and the numbers of customers are up to 1 million. The product and service of the branch are sold by own-operating channel, social channel, entity and E-channel. Customers are composed of multi-level of society, which is very resourceful. Increase rate of new customers achieves 18%. It's expected to optimize the precious resources, develop customized marketing strategy by analyzing and calculating customer value to operators as well as subdividing customer management and customer service in line with operator's needs, which makes the profits of operators maximum. The main contents of this article is includeing the following:First of all, customer value evaluation method for the study of general literature were discussed, and current customer value and customer segmentation were analysised; Secondly, researching the customers value of CS china mobile, set up a evaluation system for customer value. The article uses case studies, customer value subdivision and customer behavior are combinating, customer value based on customer segmentation, accordingly developed a customer value analysis process and development strategy for different customer segmentation to enhance the value of an effective strategy.