2019 Mobile Company Group Customer Work Summary and 2019 Work Plan
Review of major work in XX
Solid foundation, marketing services and operational support capabilities have steadily improved, and the Group's products and industry informationization has begun to take shape.
1. The growth is stable, and the stability effect and overall contribution of the group customers are significantly improved.
Target market retention rate and informatization income exceeded the time schedule. As of September 30, it has reached 3.63 million, completing the annual index of 96.8%. The scale of the Group's customers has maintained steady growth and played a positive role in stabilizing the mass market. The contribution of information revenue to the growth of the company's operating income has shown an upward trend.
Launch a special competition or event for the short number increase
Implement the chief account manager system and establish a hierarchical and hierarchical warning mechanism for the system group
According to the guidance of the city company, the “Special Action for the “Deep Tillage Project” of the Small and Medium-sized Group of Emerging Branches” was deployed.
2 The chief account manager's working mechanism has achieved remarkable results, and the vertical integration of relationship marketing has been strengthened.
Execution of the chief account manager system, the company's leadership division of labor is responsible for 142 ab group, trying and exploring the lead customer manager collaborative working mechanism. Five months since the implementation of the Hundred Regiments, five important customers have reached a strategic cooperation consensus.
In XX, the company leaders met with the leaders of the county party committee, county government, credit bureau, education bureau, health bureau, Wenshi Group, Lingfeng Group, China Southern Power Grid, etc. to consolidate and deepen the relationship between China Mobile and key group customers. Effectively promoted in-depth cooperation between the two groups.
3, Baotuo School News
– Apply on the basis of “home-school interaction” to quickly improve the coverage of the school communication service.
– As of the end of September, 12 schools have been covered, and the county has a small coverage rate of 100% in China, with users using 13,700
Marketing services to achieve transformation
4. Competitors use group customers as channels to penetrate group members, individuals and family customers. 19189 added mobile user sources
More than 70% of new 189 customers still retain the original number;
The reason why customers choose 189 is mainly concentrated in “unit unified handling” and “combination preferential”, reflecting that the strategy of 189 is “mainly attacking different networks, bundling marketing, group cutting-in”. Competitors take advantage of their personal advantages and customer managers, and cut into the personal and family customers' market from the group market through cross-bundling methods such as “reducing tariffs, giving away terminals, subsidizing fees, and sharing of accounts”.
Competitors target group customers, and they compete for the government of our company and large-scale online group customers by signing agreements, high-level public relations, personnel stationing, setting up virtual networks, and industry application bundles. In XX, although the photo group customer retention rate index included in the kpi assessment far exceeded the time schedule, it has begun to show the trend of the group member traffic diversion and the photo group member arpu overall decline. The target market retention rate of the group customers is 99.29%, which is higher than the kpi index. Although the off-network rate of the small and medium-sized group members such as c is lower than the mass market. Small and medium-sized groups are in a state of management vacuum that no one or less people are in charge of. Group c groups are vulnerable to attack by competitors, while c-groups that have been attacked have an intention to transfer to 59%. The preferential tariff is the biggest reason for the transfer of SMEs. Small and medium-sized groups have become the focus of competitors' attention and competition. The competition situation is becoming more and more serious. The emerging branches will further increase the strength of the small and medium-sized group's “deep-plowing project” and further maintain the small and medium-sized group.
Group customer work plan for the next three years:
Seriously implement the guidance of the city and county companies, firmly grasp the company's development goals, accelerate the promotion of td and full-service products in the group, vigorously expand the industry information blue ocean market, innovate the combined marketing model, and increase the promotion and promotion of the power 100 product package. Informatization product marketing and customer retention capabilities, strengthening the retention and development of important ab group and small and medium group customers
1. Understand and implement the spirit of the city and county, and firmly grasp the company's development goals
In the next three years, the Group's customers should not only properly deal with the difficulties and challenges of a more complex development environment, a very serious business situation, and a very arduous task. They must also actively grasp the many signals of China's economic operation and the demand for information services. Opportunities and advantages such as potential, continuous influence of the company's influence, good at analyzing and grasping the company's target requirements from the company's vision, and planning the long-term development of the Group's business at the height of the company's overall interests. Kpi's single-oriented management approach is facing challenges. The problem of customer development is “high-yield and big-out”. The focus is on strengthening the retention and development of group customers, and making good use of the strategic partnership between the emerging major groups in the second half of XX and our company. The situation, holding high the td banner, using good policies, promoting td to obtain support from the state and public opinion, promoting relations with the government, and laying the first opportunity for the competition of government and enterprise customers, and winning government support through cooperation with the government, for td Construction creates a good environment.
2. Actively expand the blue ocean market of group customers
Following the policy guidance of the municipal government's three networks integration, energy conservation and emission reduction, and safe production, the industry associations or governments such as stainless steel will be used to build a flat, lock the new city industrial park double transfer group, establish industry benchmarks, consolidate mature group products, and achieve scale. breakthrough. Try to promote m2m – it has obvious effects on improving information business and customer retention. It belongs to the typical blue ocean market, and it is the preferred enterprise and campus market.
– Accelerate the expansion of the rural market: adhere to the “139” development ideas, information to benefit farmers, and help the big market camp
Sales are bundled with customers to improve product quality and enhance customer stickiness. Accelerate the expansion of the campus market: continue to vigorously improve the coverage of urban Chinese primary schools; promote cooperation with the government around “home-school interaction” and “digital campus”; and use the “campus card” as a breakthrough point to pilot and promote campus information solutions. Blue sea
market
3. Make full use of large market resources and multi-strategy to comprehensively stabilize the Group's customer stock market
Actively implement the chief account manager system, strengthen customer visits, establish a normalized customer care system, and adopt targeted subsidies, call charges, and group vpmn networks to achieve solid bundling of group members.
4, integrate resources, take the initiative to launch a full business bundle with a package solution
5. The group's customers maintain their jobs. First, the group members are stable in the network, followed by the secondary marketing of group customers. The small and medium-sized group customer market will become the focus of competition and competition. Strengthen the expansion of industry clustering customers and regional gathering markets, realize the scale of small and medium-sized enterprises, and enhance the active marketing services for key customers and contacts of group customers, all of which are based on vip management. Customer retention is a long-term work, highly valued, and constantly grasped, not only with kpi as the goal, but also for the ab-type target group customers to strive for full ownership, as the competition will intensify next year, as a cumulative indicator may surge. Any important customer being dug up may have an unpredictable chain reaction.
6. Increase the emphasis on the preservation of small and medium-sized groups and implement the “deep farming plan”.
In the overall competition for ab group customers, small and medium-sized groups have become the focus of competition and competition. Emerging branches have problems of insufficient attention to small and medium-sized groups and insufficient resources.
7. Power 100 business package is an important group product marketing marketing strategy
Power 100 business package is an important means of operating the stock market, especially the retention and expansion of SME customers. It is a new marketing model for the group customer market, and a tool to delay the price war.
Actively explore full-service capabilities through a combination of communication and information technology
It is the marketing spread of the power 100 business logo landing.
Realize the support ability of the support system to the group's business combination marketing
Encourage the provinces to adapt to local conditions, develop and innovate, improve communication, marketing and office bag design as soon as possible, and accelerate the transformation of support systems.
Solid foundation, marketing services and operational support capabilities have steadily improved, and the Group's products and industry informationization has begun to take shape.
1. The growth is stable, and the stability effect and overall contribution of the group customers are significantly improved.
Target market retention rate and informatization income exceeded the time schedule. As of September 30, it has reached 3.63 million, completing the annual index of 96.8%. The scale of the Group's customers has maintained steady growth and played a positive role in stabilizing the mass market. The contribution of information revenue to the growth of the company's operating income has shown an upward trend.
Launch a special competition or event for the short number increase
Implement the chief account manager system and establish a hierarchical and hierarchical warning mechanism for the system group
According to the guidance of the city company, the “Special Action for the “Deep Tillage Project” of the Small and Medium-sized Group of Emerging Branches” was deployed.
2 The chief account manager's working mechanism has achieved remarkable results, and the vertical integration of relationship marketing has been strengthened.
Execution of the chief account manager system, the company's leadership division of labor is responsible for 142 ab group, trying and exploring the lead customer manager collaborative working mechanism. Five months since the implementation of the Hundred Regiments, five important customers have reached a strategic cooperation consensus.
In XX, the company leaders met with the leaders of the county party committee, county government, credit bureau, education bureau, health bureau, Wenshi Group, Lingfeng Group, China Southern Power Grid, etc. to consolidate and deepen the relationship between China Mobile and key group customers. Effectively promoted in-depth cooperation between the two groups.
3, Baotuo School News
– Apply on the basis of “home-school interaction” to quickly improve the coverage of the school communication service.
– As of the end of September, 12 schools have been covered, and the county has a small coverage rate of 100% in China, with users using 13,700
Marketing services to achieve transformation
4. Competitors use group customers as channels to penetrate group members, individuals and family customers. 19189 added mobile user sources
More than 70% of new 189 customers still retain the original number;
The reason why customers choose 189 is mainly concentrated in “unit unified handling” and “combination preferential”, reflecting that the strategy of 189 is “mainly attacking different networks, bundling marketing, group cutting-in”. Competitors take advantage of their personal advantages and customer managers, and cut into the personal and family customers' market from the group market through cross-bundling methods such as “reducing tariffs, giving away terminals, subsidizing fees, and sharing of accounts”.
Competitors target group customers, and they compete for the government of our company and large-scale online group customers by signing agreements, high-level public relations, personnel stationing, setting up virtual networks, and industry application bundles. In XX, although the photo group customer retention rate index included in the kpi assessment far exceeded the time schedule, it has begun to show the trend of the group member traffic diversion and the photo group member arpu overall decline. The target market retention rate of the group customers is 99.29%, which is higher than the kpi index. Although the off-network rate of the small and medium-sized group members such as c is lower than the mass market. Small and medium-sized groups are in a state of management vacuum that no one or less people are in charge of. Group c groups are vulnerable to attack by competitors, while c-groups that have been attacked have an intention to transfer to 59%. The preferential tariff is the biggest reason for the transfer of SMEs. Small and medium-sized groups have become the focus of competitors' attention and competition. The competition situation is becoming more and more serious. The emerging branches will further increase the strength of the small and medium-sized group's “deep-plowing project” and further maintain the small and medium-sized group.
Group customer work plan for the next three years:
Seriously implement the guidance of the city and county companies, firmly grasp the company's development goals, accelerate the promotion of td and full-service products in the group, vigorously expand the industry information blue ocean market, innovate the combined marketing model, and increase the promotion and promotion of the power 100 product package. Informatization product marketing and customer retention capabilities, strengthening the retention and development of important ab group and small and medium group customers
1. Understand and implement the spirit of the city and county, and firmly grasp the company's development goals
In the next three years, the Group's customers should not only properly deal with the difficulties and challenges of a more complex development environment, a very serious business situation, and a very arduous task. They must also actively grasp the many signals of China's economic operation and the demand for information services. Opportunities and advantages such as potential, continuous influence of the company's influence, good at analyzing and grasping the company's target requirements from the company's vision, and planning the long-term development of the Group's business at the height of the company's overall interests. Kpi's single-oriented management approach is facing challenges. The problem of customer development is “high-yield and big-out”. The focus is on strengthening the retention and development of group customers, and making good use of the strategic partnership between the emerging major groups in the second half of XX and our company. The situation, holding high the td banner, using good policies, promoting td to obtain support from the state and public opinion, promoting relations with the government, and laying the first opportunity for the competition of government and enterprise customers, and winning government support through cooperation with the government, for td Construction creates a good environment.
2. Actively expand the blue ocean market of group customers
Following the policy guidance of the municipal government's three networks integration, energy conservation and emission reduction, and safe production, the industry associations or governments such as stainless steel will be used to build a flat, lock the new city industrial park double transfer group, establish industry benchmarks, consolidate mature group products, and achieve scale. breakthrough. Try to promote m2m – it has obvious effects on improving information business and customer retention. It belongs to the typical blue ocean market, and it is the preferred enterprise and campus market.
– Accelerate the expansion of the rural market: adhere to the “139” development ideas, information to benefit farmers, and help the big market camp
Sales are bundled with customers to improve product quality and enhance customer stickiness. Accelerate the expansion of the campus market: continue to vigorously improve the coverage of urban Chinese primary schools; promote cooperation with the government around “home-school interaction” and “digital campus”; and use the “campus card” as a breakthrough point to pilot and promote campus information solutions. Blue sea
market
3. Make full use of large market resources and multi-strategy to comprehensively stabilize the Group's customer stock market
Actively implement the chief account manager system, strengthen customer visits, establish a normalized customer care system, and adopt targeted subsidies, call charges, and group vpmn networks to achieve solid bundling of group members.
4, integrate resources, take the initiative to launch a full business bundle with a package solution
5. The group's customers maintain their jobs. First, the group members are stable in the network, followed by the secondary marketing of group customers. The small and medium-sized group customer market will become the focus of competition and competition. Strengthen the expansion of industry clustering customers and regional gathering markets, realize the scale of small and medium-sized enterprises, and enhance the active marketing services for key customers and contacts of group customers, all of which are based on vip management. Customer retention is a long-term work, highly valued, and constantly grasped, not only with kpi as the goal, but also for the ab-type target group customers to strive for full ownership, as the competition will intensify next year, as a cumulative indicator may surge. Any important customer being dug up may have an unpredictable chain reaction.
6. Increase the emphasis on the preservation of small and medium-sized groups and implement the “deep farming plan”.
In the overall competition for ab group customers, small and medium-sized groups have become the focus of competition and competition. Emerging branches have problems of insufficient attention to small and medium-sized groups and insufficient resources.
7. Power 100 business package is an important group product marketing marketing strategy
Power 100 business package is an important means of operating the stock market, especially the retention and expansion of SME customers. It is a new marketing model for the group customer market, and a tool to delay the price war.
Actively explore full-service capabilities through a combination of communication and information technology
It is the marketing spread of the power 100 business logo landing.
Realize the support ability of the support system to the group's business combination marketing
Encourage the provinces to adapt to local conditions, develop and innovate, improve communication, marketing and office bag design as soon as possible, and accelerate the transformation of support systems.
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