The Application Research Of Data Mining On CRM Of Telecom Industry

After several reforms and reorganizations of telecommunications, the telecomindustry has formed the "three pillar" situation consisted of three telecom operators,China Mobile, China Unicom and China Telecom. With the issue of3G license in2009and expectation of4G license from the industry, the competition of telecommarket has become more and more fierce. Telecom operators establish thecustomer-centric management model and apply the data mining technology onmassive customer data of CRM, to find out potential, valuable and regularinformation and knowledge that can be used for guidance and assistance ofdecision-making, which is an important way to improve the competitive power ofenterprise and have a vital theoretical significance and practical value.This topic research abroad and at home has been becoming more and more maturenow. As for Date Mining, not only its theory system but also techniques andalgorithms used have been Relatively mature, and there has appeared many businesssoftwares and date mining tools. However, the application range and accuracy ofresults are not so satisfying while Date Mining is applied in specific industries withdifferent backgrounds and professional fields. Therefore, it’s necessary to promotefurther research.Based on problems existed in the application of date mining technology on CRMof telecom industry, this thesis employs the methods of theory, mathematical analysisand practice research, focused on below researches. Firstly, this paper presents thetheory systems of data mining technology and CRM, as well as the main applicationof date mining technology on CRM of telecom industry and some resulting problems.Secondly, example verification is carried out on the detailed process of customersegmentation with the software of Clementine in CRM of telecom industry, throughsampling, cleaning and modeling of customer data of China Mobile from one city.Thirdly, on the basis of customer segmentation and further research on customerdegree of satisfaction theory, combined with consumption model and features of VIPcustomers in telecom industry, the research builds the evaluation system of VIP customer satisfaction model in telecom industry as well as offers the exampleverification for customer satisfaction model by means of collecting date fromquestionnaires, which provides valid decision support for mobile operators’ improvingVIP customer satisfaction index.This thesis offers beneficial reference for analysis of customers’ consumptionmodel and improvement of enterprise CRM with data mining technology, whether intelecom industry or other industries.