Research on a Technical Scheme for Evaluating the Stickiness of Family Group Users

Abstract

Customer stickiness is the core of stock customers operations of corporate. The stickiness of different customers is different. It is necessary for companies to evaluate and analyze customer stickiness in order to adopt different service and marketing strategies to enable the company to obtain stable operating benefits. For telecommunications companies, the market growth brought about by the demographic dividend has reached its peak, the companies have entered the stage of stock operation, and the competition among the industry is fierce. Therefore, there is an urgent need for customer's stickiness evaluation and refined operation. However, the research on the stickiness of family group customers, one of the important customers in the telecommunications industry, is currently in a blank state. How to use scientific methods to evaluate the stickiness of family group customers, explore the factors of customer stickiness, and formulate differentiated service strategies for group customers to increase customer stickiness is very important. In order to solve the above problems, this paper proposes a method for evaluating and analyzing family group customer stickiness. This method recognizes the family members through multi-source data, and designs the family group customer stickiness evaluation system (IEB) and builds a family group customer value evaluation model based on the consumption characteristics, business order and integration. At the same time, it formulates marketing strategies for different stickiness levels, development of personalized marketing and customer operations for family businesses. Finally, the experimental results show that the family group customer stickiness evaluation method proposed in this paper has a good application effect on the household market customer operation.