Mobile Phone Customer Of HB Telecom Retention Service Design

With the fierce competition among operators,the quality of communication service and related application technologies tend to be homogeneous,and the marketing strategy is also no difference.HB Telecom lost more than 4 million mobile phone customers in 2021,causing huge losses to the enterprise.In the face of severe competition,good retention service is an important means to retain customers and enhance customer value.At present,HB Telecom company’s mobile phone customer retention service has the problems of lack of data model support and imperfect service process.In this regard,this paper designs the mobile phone customer retention service of HB Telecom.Firstly,sort the literature about mobile customer retention,customer segmentation method,behavior prediction and service blueprint.Then,the investigation and research method is used to analyze the current situation of HB Telecom’s mobile phone customer loss and retention service,and then use decision tree to establish the customer loss model,and acquired the behavior characteristics of off-network customers,including outage duration exceeding 60 days,reduced frequency of mobile phone service use,insufficient balance,high recharge frequency and small amount,etc.The K-Means clustering algorithm is used to obtain the customer segmentation model,and the value characteristics of off-grid customers are obtained,including that high-value customers are more stable than low-value customers,and the promotion policy is conducive to customer retention.On this basis,combined with the characteristics of off-grid customers,the key service content of retention service is determined,including quality improvement,renewal,and service perception improvement.Use the service blueprint tool to establish service blueprint concept map and detail map for key service content,diagnose service key points,and formulate service blueprint specification manual.Finally,it puts forward the guarantee measures for the implementation of retention service,including the optimization of basic capacity,increasing the investment of human resources and marketing resources.This paper provides a reference for HB Telecom’s mobile phone customer retention service optimization.