Research On The Customer Churn Of A Communication Operator Under The Policy Of "Mobile Number Portability"

On November 30,2019,three major Telecom operators of China began to offer number portability services.Number portability services,also known as“mobile phone no change”,“number carry”,In other words,a telecommunications operator users,can transfer to another telecom operator without change phone number,and get kinds of products and services provided by them..Before the policy effect,has worked in five provinces nearly 1year trial operation,from the result of trial operation,four of the five provinces of the china mobile users carried out more than carried in.in this case,the China mobile is facing huge risk of customer churn.This paper mainly analyzes under the policy of number portability background,the reason of China mobile customer churn.And how to retain customer.Through the way of theory combined with practice,This paper mainly analyzes the reason of China mobile customer churn.analysis consumer behavior;Secondly,from competitors' strategies,find why people change telecom operators,so we can formulate personalized service to retain customer;Then,through questionnaire survey,to get the reasons for customer churn,which are translated into China mobile optimized and executable retention strategies,we formulation three measures : “improve customer service quality”? “create high viscosity customers”? “improve the quality of basic network” to reduce customer loss,and find out the direction for improvement.With the implementation of the policy,the business philosophy has been changed.At the same time,the customers have been divided to small unit.Every unit has proprietary service ensure that the service can be popularized to every customer.Through “brand building”,“improve service quality” and “the establishment of family customer groups”,we can maintain customer emotion and achieve high customer loyalty.Through improve network quality to increase customer aweraness.As a new service,“number portability services” brings great customer retention challenges,in the same time take some opportunities for customer growth.Through studying the reasons customer loss ? the reasons of customer loss,made a great significance for telecom operators' customer retention,and customer growth.