• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Customer Retention Based on CRM-data Analysis for a Telecommunications Company

Student: Panteleeva Tatyana

Supervisor: Denis A. Fomenkov

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Marketing (Master)

Year of Graduation: 2017

In the presented work, the main definitions, components and classifications of CRM were examined from different points of view and interpretations. The main types and classifications of CRM-systems were singled out, CRM-systems were separated on the types of purpose for the relevant types of systems for managing customer experience. Particular attention was paid to reviewing methods for analyzing CRM data with an emphasis on customer retention. In the course of the research, the goal of the work was achieved: a list of marketing solutions based on CRM-system data was developed for a telecommunications company to manage consumer loyalty and reduce outflow. Based on cluster analysis, the author of the work identified three segments that are risk groups for the outflow of the client base of the research object. Indicators for each cluster are defined and recommendations for reducing outflow are developed. In addition, a one-dimensional frequency analysis was carried out according to a number of criteria, which helped to obtain reliable information on the outflow with differentiation for the satellite city that is a part of the branch of the object under study. The results obtained in the course of the research are practical in nature and can serve as the basis for developing an algorithm for dealing with crisis situations / situations to combat the outflow of the client base / when making decisions in the context of both strategic and operational marketing and customer service services within the business processes of the object under study .

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses