Dissertation > Economic > Posts and Telecommunications economic > Telecommunications > Telecommunications business organization and management

Dongguan Mobile Group Customer Relationship Evaluation System and Application Study

Author ZhongLing
Tutor LiuYingZi
School Huazhong University of Science and Technology
Course Business Administration
Keywords Dongguan Mobile Group's customers Relationship Evaluation Value dimension Relational dimension
CLC F626
Type Master's thesis
Year 2011
Downloads 41
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Restructuring of the telecommunications industry and the entire business operations era makes telecom enterprises and external environment changed dramatically , companies shift from a focus on incremental bundled maintain focus stock . How to segment customer groups , the implementation of targeted marketing service strategy become the main problems faced by operators and revenue synergies key . The Group's customers as the communications market as a special group , sustained and stable development of the market plays a vital role . Therefore, the Group's evaluation system of customer relationship marketing services and the implementation of Lean is not only an important means of competition , it is the homogenization of competition and the value of mining services to enhance the urgent needs. This author with their own work , in Dongguan, under the guidance of the mobile operating ideas , combined with customer relationship management theory evaluation , evaluation of the Group's customer relationships and enhance the value of the targeted research , innovative use of the \so as to achieve and maintain our customers enhance the value of bundling purposes . Firstly, according to our customers' profit contribution , loyalty, customer relationships and other factors established from the evaluation value dimension , and then through the enterprise level of understanding of the Group's clients , services and other elements of the process of setting up the relationship between the dimensions of customer relationship evaluation , comparative analysis immediately after existing customers of the Group are divided into high-value high relationship between high-value low , low value and low-value high- low relationship between the four major categories. Then explain the customer relationship evaluation system required system support , management practices and internal and external assessment of the three support system construction . Ultimately, the combination of theory and practice , discusses the Group's customer relationship evaluation system and as well as customer segmentation , it can also be applied to deal with lean and competitive marketing services carried out, hierarchical classification deepening customer relationship management , the Group's customer base and value-added services continuous improvement activities , as well as our services virtual points system , five major aspects of the implementation . All these would Dongguan Mobile Group continued to deepen customer relationships and enhance the value of play a positive role in promoting.

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