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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
Quote: 0
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Abstract


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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