Research On Customer Relationship Management In Mobile Number Portability

Since the establishment of China’s telecom operators and the issuance of communication licenses,China’s three major operators have gradually formed a situation of oligopoly through fierce competition.As early as October 2006,the former Ministry of Information Industry issued a document and put forward the policy of "mobile number portability".Then,the Ministry of Industry and Information Technology of the people’s Republic of China gradually promoted the pilot work in various regions.Until 2019,it clearly proposed to implement the nationwide "mobile number portability" service.The introduction of "mobile number portability" service has broken the original dynamic balance of the operator market and tested the comprehensive service ability of the communication operators in a more comprehensive way.At the same time,it has brought a large-scale loss of customers to the former leading China Mobile Communication Company,and the future business development of the company is also facing greater challenges.This paper first summarizes and combs the domestic and foreign research status of mobile number portability and customer relationship management;secondly,based on the customer perceived value theory,mainly uses the analytic hierarchy process(AHP),through literature review and expert interviews to determine the index content,construction of impact index evaluation system of customer mobile number portability,and takes Mobile Z Company as an example,uses the index system,according to the opinions of experts and customers,the relative weight of key indicators is determined,and the corresponding customer relationship promotion strategy is proposed;finally,this paper summarizes the research,and puts forward the shortcomings of the research and the future prospects.Through the research and discussion of this paper,this paper obtains the following five strategies to improve the customer relationship of operators:first,build a comprehensive quality network to speed up technology upgrading;second,simplify the service process and improve the quality of service personnel;third,optimize the tariff level and enhance customer perception;fourth,provide personalized humanistic care to stabilize customer relationship;fifth,promote the development of integrated business and change the consumption growth mode.