On Customer Segmentation and Retention of Telecom Broadband in Pearl River Delta

摘要

With the market competition becoming more and more fiercely, retaining current customers has become the focus of telecommunication operators. Telecom companies can take full advantage of the available marketing data, using data mining techniques to gain insight of customers, and then design pertinently telecom products for customers to improve customer value and satisfaction. That will increase customer retention and achieve a win-win situation. It explores and analyses the customer data of telecom broadband in Pearl River Delta, finds the main features of the customers, and presents the characteristics and status of services in every customer-cluster, based on k-means clustering model. At last, it proposes a series of targeted marketing strategies to the customer segments.