Recently, in February 2024, the operator user data was released, and the mobile company lost an astonishing net of 510,000 subscribers. Many of them are long-term users, some of whom have been using mobile services for as long as 20 years. The deep affection between mobile companies and these users disappeared overnight.
What's even more embarrassing is that while China Mobile is losing heavyweight old customers, China Unicom and telecom companies are welcoming the influx of new customers, which is in stark contrast.
According to the data, in February, China Unicom added 1.817 million 5G package users, and China Telecom also added 690,000 users. This impressive set of data, compared with the net loss of 510,000 users of mobile companies, is a slap in the face, and it is amazing how mobile companies have come to this point.
In fact, the "customer churn crisis" that mobile companies are caught in is due to a number of reasons.
First of all, the traditional billing model for call duration is no longer what it used to be. Once upon a time, mobile companies won a large number of loyal users due to their unique advantage in terms of call time. However, the demand for communication services has changed radically, and users are more interested in traffic resources. Mobile companies are at risk of being marginalized by their failure to respond to industry changes in a timely manner.
Second, over-marketing puts mobile companies in an awkward position of "over-enthusiasm". In order to sell all kinds of new packages, mobile companies have made false promotions, bombarding users with phone calls and text messages, which has caused great disgust.
What's more, a large number of terms are mixed in the package introduction, which sets up many obstacles for ordering, but in fact, it is to trap users. Once they find out that they have been "fooled", users will naturally follow the way of "number porting", even if it means that years of "relationship" with the mobile company will be wasted.
Finally, mobile companies neglect to pay attention to the protection of "old households", and there is even a suspicion of wanton "killing". A large number of clues show that mobile companies are willing to promote all kinds of unreasonable and expensive packages to old users, and it seems that these customers are used as "cash cows".
Mobile not only has a high phone bill, but also gives you random business without your knowledge!
It's too rubbish to move, and it's a phone call to harass and flicker the package upgrade all day long!
Mobile is super disgusting, and it's been almost 20 years forcing me to switch networks
Once the offer expires, the operator automatically upgrades the user to a higher tariff package. And if users don't have time to pay attention, they will fall into the trap of expensive packages again. This kind of "pitting" method has brought a heavy economic and psychological burden to long-term users, and eventually led to a large-scale "user flight" situation.
For mobile companies, the current situation is a chicken feather. Although it can survive with its huge user base for the time being, if it does not reflect on it in time and formulate countermeasures, it will be increasingly abandoned by the market.
At a time when competitors China Unicom and China Telecom are accelerating their rise, mobile companies need to comprehensively review their product mix, marketing strategies and even business philosophy to reshape their competitiveness. Only in this way can we finally regain the trust of users and get out of the current predicament.
Users are the lifeblood of a business. In the swept wave of industry change, if enterprises are complacent and do not want to forge ahead, they will eventually be eliminated by the market.