無線電信服務業顧客保留之資源配置策略: 顧客終身價值觀點

Abstract

顧客保留對於企業的存活具有關鍵的影響，特別是對於成熟且高度競爭的無線電信服務業而言。儘管顧客被企業視為重要的資產，但並非每一位具有流失風險的顧客都是值得被挽留的，將企業有限的資源投注於保留高價值的顧客更具優先性。本研究發展有系統的顧客挽留之資源分配策略。透過顧客價值辨析和風險偵測所建構的價值風險矩陣，可以將顧客分為高價值高流失風險、高價值低流失風險、低價值高流失風險、低價值低流失風險四群。針對每一顧客群進行整合性分析，了解顧客屬性特質與組成，同時，萃取各族群間影響顧客關係期間的重要因素。植基顧客特質與重要因素，提供不同顧客群體實用的資源配置策略。這些策略可以協助無線電信服務業管理顧客資產。本研究運用美國電信企業資料庫，作為本研究所提出的資源配置策略的舉例說明。

Retaining customers is crucial for the long-term survival of companies. This is especially true in a mature and highly competitive field such as the wireless telecommunication industry. While customers have been recognized as important assets to a company, not every churner is worth being retained; preventing customers with high values from defecting may be more valuable than retaining every churner. This study develops resource allocation approach that companies can use to maximize customer retention. The value-risk matrix was constructed that classifies customers into four groups based on their lifetime value to the company and their overall survival probability. For each group, the study performs a profile analysis aimed at determining the primary factors affecting customer contract duration, and recommends unique resource allocation strategies appropriate for a particular group’s lifetime value and churn risk. The strategy provided can help a wireless telecommunication company assess its customer asset. The study illustrates resource allocation strategy using data from a major wireless carrier in the United States, and offers several managerial implications based on the results of analysis.