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目前,差异化的客户服务正在成为运营商提升竞争力的核心要素。相比航空、金融等行业愈加成熟的客户差异化信用服务,运营商的信用控制体系存在着评估规则固化、针对不同信用等级用户的差异化服务缺失等问题。中国电信某省公司月均停机用户已占到移动出账用户总数的25%~30%,会在5天内复机的占比约68%,但拥有信控金额的用户比例仅占1.5%。据初步测算,对那些信用良好且通信需求稳定的用户执行简单固化的信控停机策略,其造成的不当停机,除了直接导致企业百余万元的月收入损失,还极易影响用户的满意度和忠诚度。本文结合该省公司的数据实例,阐述了利用用户通信行为数据构建用户信用评估模型,并将信用评估结果应用于存量用户的差异化信控停机策略,以增强用户黏性,满足其潜在的消费需求,增加企业量收。
At present, differentiated customer service is becoming a core element for operators to enhance their competitiveness. Compared with the more differentiated credit services for customers in aviation, finance and other industries, the credit control system of operators has the problems of curing the evaluation rules and differentiating services for different credit rating users. The average monthly downtime user of a provincial company of China Telecom accounts for 25% ~ 30% of the total number of mobile accounts, and accounts for about 68% of the total machines within 5 days. However, the percentage of users with credit amount accounts for only 1.5%. According to preliminary estimates, for those with good credit and stable communication needs to implement a simple user-controlled credit control downtime, which caused the improper shutdown, in addition to a direct result of millions of corporate monthly revenue loss, but also easily affect the user satisfaction and loyalty degree. Based on the data of the company in the province, this paper expounds the strategy of constructing user credit rating model based on user communication behavior data and applying the credit rating results to stock credit users’ differentiated credit control stop strategy to enhance the user’s stickiness and satisfy its potential consumption Demand, increase business volume.