مديريت مهاجرت مشتريان با بهره‌گيري از داده هاي مشتريان در صنعت مخابرات

Customer Migration Management using Customer Data in Telecom Industry

نگه‌داري مشتريان استراتژي ارزشمندي است كه سودآوري بلندمدت و موفقيت سازمان‌ها را تضمين مي كند. سازمان ها براي پيروزي در ميدان رقابتي امروز، نياز به شناخت رفتار مشتريان خود دارند تا بتوانند براي نگه‌داري آن ها زودتر از ديگران تمايلات و رفتارها را پيش بيني كنند. در اين بين، از دست رفتن مشتري موجود نه‌تنها منجر به كاهش درآمد و تحميل هزينه جديد به بنگاه مي شود، بلكه موجب از دست رفتن درآمدهاي بالقوه‌ي آن نيز خواهد شد. بنابراين مديريت رويگرداني مشتريان به يكي از دغدغه هاي اساسي شركت ها تبديل شده است. علاوه بر اين، تغيير رفتارهاي جزيي مشتري نيز مي تواند درآمد عمده‌يي از سازمان كسر ‌كند، از اين رو، سازمان ها بايد به‌طور پيوسته تغييرات رفتاري مشتريان‌شان را پايش كنند تا بتوانند برنامه هاي بازاريابي خود را با رفتار آنان هماهنگ سازند. با اين حال اين مسيله كم‌تر مورد توجه قرار گرفته و تحقيقات موجود تنها به بيان اهميت اين مسيله پرداخته اند و روش خاصي براي انجام آن ارايه نكرده اند. درنتيجه تحقيق حاضر كاري نو در اين زمينه محسوب مي شود. در اين تحقيق، با معرفي جنبه هايي از تغييرات رفتار مشتري، رويكردهايي براي به‌كارگيري داده‌هاي مشتريان براي بررسي آن تغييرات پيشنهاد شده است و از آن ها براي تحليل مشتركين يكي از زيرمجموعه هاي مخابرات (تلفن ثابت) بهره مي بريم.

Companies have different sources of value. In competitive markets, customers and their relationships with a company comprise an important part of organizational value. Therefore, customer retaining is a valuable strategy that guarantees a long-term profit and success in the company. To win in today’s competitive markets, companies need to recognize their customers’ requirements to predict their behavior before their rivals do. However, customer retaining only is not enough, because the dynamic nature of customers’ behavior makes marketing planning inefficient and ineffective. Therefore, companies must continually monitor changes in customers’ behavior to adapt their own marketing planning to customers’ behavior. Common analyses of customers’ behavior are focused on customer churn and segmentation. Another form of customer analysis, less noticed by many marketers, is the management of small changes in customers’ behavior, while if it is not paid attention to, they lose a great deal of value over time, because many changes in customer’s spending behavior are not primarily subject to products defects.Therefore, an important form of customer segmentation is customer migration that focuses on smaller changes in customer spending and considers customer value at different points in time to help companies not only stem the downward course, but also in?uence upward migration earlier. There are several migration patterns. Some move from economy class to business class, and to first class. Some move from buying one product to buying several different products. Some migrate by changing their lifestyle. Beyond such broad changes, companies can create superior value propositions by tailoring bene?ts to speci?c sub-segments to reduce not only the chance of their defects, but also to encourage customers to consolidate their spending, so that they can continue receiving bene?ts. In this research, in order to understand the migration pattern, after introducing aspects of changes in customers’ behavior, we propose new approaches for studying the changes using customer database and applying those to analyzing the customers of a subset of fixed-line telecom.