Telecom Family Customer Value Identification Based on Fuzzy Comprehensive Evaluation Model

Customer identification, which is based on the clear definition and classification of customers, is the foundation of market positioning and strategic planning for telecom service providers. The traditional definition of family customers, which use fixed-line telephone, cannot meet the current circumstances under which the telecom companies develop their full-scale business targeted at family users since China telecom were recombined in 2008. The paper clarifies the definition and substance of telecom family customers, establishes an evaluation model of family customer value based on the family customer business practices, and introduces a fuzzy comprehensive evaluation model to identify the telecom family customer value accurately. These efforts try to provide theoretical basis to help identify the high-value customers and further develop the family market.