一种3G数据业务客户价值评价体系

提出了一种基于3G用户数据业务行为的客户价值评价体系的设计方法。介绍了该体系构建的原则:实用性、独立性和可操作性,并建立起了3G数据业务客户价值评价体系,重点描述了客户的3个指标:套餐外GPRS收入、主动短信收入和M/T业务收入;潜在价值中的在网时长、相对GPRS收入、网外短信收入和客户成本4个指标。最后利用德尔菲法确立了相关指标的权重。实际营销证明了该体系可以方便地区分出3G网络环境下,数据业务中的高、中、低端用户,可以实现针对性的营销,提升客户使用感受,降低营销成本。

Customer value evaluation system based On 3G data service

This paper puts forward a customer value evaluation system based on the wireless data service behavior of the 3G subscribers. By this method, the operators can easily distinguish the value of 3G subscribers, and form variaty of the active users group, medium and low active users group to achieve targeted marketing. This method may improve the satisfaction of customers and lower marketing costs.