电信客户维系支撑系统的设计与实现

发布时间：2019-01-18 09:00

【摘要】：对于电信运营商来说,主动营销和客户维系始终是关注的重点工作,营业厅作为运营商的窗口部门,是承担这两项工作的主要部门。在用户办理缴费等业务时,营业人员根据用户的基本信息和话务情况介绍适合用户的政策或优惠活动,对拉动用户收入、维系客户以及提高用户满意度都有着重要的作用。但是,实际上营业人员很难做到根据用户的基本信息和消费特点向用户推荐合适的政策,营业人员使用的CRM系统并不具备数据挖掘和数据决策的功能,系统不能实时给营业人员提供必要的支撑和帮助,遗憾地失去了一次难得的主动营销和客户维系的机会。因此,建立一套基于CRM系统,采用商务智能思想的客户维系(营销)策略支撑系统就显得尤为必要。本文首先介绍了商务智能相关的数据集市、数据挖掘和在线分析处理等技术的内容和特征,通过对丹东电信用户的在网时长、消费特点等消费特点进行了数据分析和挖掘,结合客户在网全过程的特点,有针对性地制定了一整套在网客户维系政策。同时,结合原有CRM系统基础上开发了一套适合营业人员和维系人员使用的客户维系策略支撑系统。整个系统根据不同的维系场景,由派单查询回访系统和客户端维系策略支撑系统两个子系统组成。网上派单查询回访系统的维系场景是将在网用户根据一定规则(客户所在基站、缴费营业厅等)派单至各维系责任部门和人员,由维系人员进行电话回访；客户端维系策略支撑系统的维系场景是在客户现场办理业务时,利用捕获技术实时获取客户号码。两个维系场景最后都由系统根据该用户的基本情况和消费特点,自动提供与之相适应的维系政策,维系人员据此向客户进行推荐,并反馈回访和推荐结果适应的维系政策,为营业员的主动营销和客户维系提供有针对性的策略支撑。这一系统较好地实现了“实时”分析用户消费特点,及时向营业人员展示适合该用户的维系产品,从而达到影响和引导用户消费的功能。而且该系统与本地咨询投诉等系统横向关联,多维度展现用户信息。这不仅大大减轻了营业人员的工作强度,还提高了维系产品推荐的成功率,起到了非常好的主动营销和维系客户的作用。
[Abstract]:For telecom operators, active marketing and customer maintenance have always been the focus of attention. As the window department of operators, the business office is the main department to undertake these two tasks. When the user handles payment and other services, the business personnel introduce the appropriate policies or preferential activities according to the user's basic information and traffic information, which plays an important role in stimulating the user's income, maintaining the customer's satisfaction and improving the user's satisfaction. However, in fact, it is very difficult for business personnel to recommend appropriate policies to users according to their basic information and consumption characteristics. The CRM system used by business people does not have the functions of data mining and data decision-making. The system can not provide necessary support and help to the sales staff in real time. Unfortunately, it has lost a rare opportunity of active marketing and customer maintenance. Therefore, it is necessary to establish a customer maintenance (marketing) strategy support system based on CRM and business intelligence. This paper first introduces the content and characteristics of data Mart, data mining and online analysis and processing technologies related to business intelligence, and analyzes and excavates the consumption characteristics of Dandong telecom users, such as the length of time in the network and the characteristics of consumption. Combined with the characteristics of the whole process of customer network, a set of customer maintenance policy is formulated. At the same time, based on the original CRM system, a customer maintenance strategy support system is developed. According to different maintenance scenarios, the whole system consists of two subsystems: single query return system and client maintenance policy support system. The maintenance scene of online single inquiry and return visit system is that users will send orders to each maintenance department and personnel according to certain rules (customer base station, payment business hall, etc.), and call back by telephone by maintenance staff; The maintenance scenario of the client maintenance policy support system is to obtain the customer number in real time by using capture technology when dealing with the business on the spot. In the end, the two maintenance scenarios are automatically provided by the system according to the user's basic situation and consumption characteristics, and the maintenance personnel make recommendations to the customer accordingly, and feedback the return visit and the appropriate maintenance policy of the recommendation results. To provide targeted strategic support for active marketing and customer maintenance of salespeople. This system has realized the function of "real time" analyzing the characteristics of user consumption and showing the maintenance products suitable for the user in time, so as to achieve the function of influencing and guiding the consumer consumption. Moreover, the system is related horizontally to the local consultation and complaint system, showing user information in multiple dimensions. This not only greatly reduces the working intensity of sales personnel, but also improves the success rate of maintaining product recommendation, and plays a very good role in active marketing and customer maintenance.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.52

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