Mobile Communications Operators, Customer Security Management

The thesis attempts to study how mobile telecommunication operators assure theircustomers. In fact the word "assurance" is no rare these days in telecom operation andmanagement with emerging of "service assurance" "revenue assurance" and the like, but"customer assurance" is a new comer, in which "assurance" is used to emphasize theimportance of customer-orientation for operators to reach operation goals by interactingwith clients, to maintain a constant growth through customer assurance, thus to keep theircore competitiveness in a market with increasingly serious competition. The assurancedoes not only focus on the number of customers but the value of current customers and thelifecycle value of customers. By initiating the customer assurance, operators actually arriveat a solution to common problems such as customer churn, devaluation of ARPU, instabledevelopment of businesses. It is a set of management strategies rather than one slice. Basedon customer value theory, it covers many essential issues in current telecom managementsuch as theories of customer lifecycle management and market segmentation, customerchurn management and customer loyalty management, aiming at a highly effectivemanagement of customer resources and sustainable development for businesses.The thesis is divided into four chapters. Chapter one is an introduction of customerassurance concept, its pragmatic value to operators and current status domestic and abroadas well as innovation in this thesis and its demonstration framework. Chapter two describesstrategy making of customer assurance, including strategic analysis and basic theories andmodels such as customer value, segmentation, and lifecycle. Chapter three focus on how tomaterialize the above theories and provides solutions to management of customer churnand loyalty and design of market strategy. Chapter four concentrates on reality and makesproposals to assure customers through organization, procedure, technology.