Telecom Enterprise Management Thesis: How does China Mobile improve its customer service level?

If China Mobile wants to win the service card, it must build honesty with family service and noble quality with differentiated service. Create intimate quality with personalized service; Create expert quality with fine service. To implement active service in combination with the support system, we should first use the enterprise's support system to provide different quantity and quality services for different customer groups on the basis of data mining and customer analysis. According to the multi-dimensional model of customer service object (see figure 1), the service strategy is formulated pertinently. 1. In the dimension of customer category, the service focus is on group customers. Group customers are characterized by stable gold medal customers and distinctive industry characteristics. One-to-one marketing should be carried out for these customers, and different industry solutions should be formulated for different industry customers in combination with new mobile communication services to achieve win-win or even win-win. By integrating various products and services, we will create high-value solutions and stand out among group customers as a solution provider. By selecting customers, we can construct price positioning for customers' output, put forward value guarantee, and design value proposition according to the ideal results required by customers. In terms of tariff policy, it is necessary to formulate a corresponding package of solutions. 2. In the cost dimension, differentiated services are mainly implemented according to the cost level of customers. Mainly reflected in: the implementation of VIP system for gold medal customers, the establishment of gold medal customer clubs, combined with other industries, to provide all-round distinguished services; In the call center and business hall, the speed of telephone acceptance, connection rate, seat level and handling process reflect the distinguished service of gold medal users, and at the same time, "undifferentiated" service should be achieved in any service window; Tariff policies, preferential policies, new business bundling, etc. Distinguish according to customer categories; According to the customer's historical phone bill record and credit line, provide users with free phone bill early warning, arrears notice and other services. 4. Implement customer care for different customer groups in combination with business support system. The care management of customer base includes the care in the process of customer sales and service; The customer sales process realizes the whole process care from potential customers to final customers, and the service process is the care for customers throughout the product life cycle; CRM system can be used to quantify the past nursing experience and generate the nursing value of the system, such as nursing time, nursing methods and nursing conditions. , will be reminded by the system timer. Enterprises can also set up their own nursing types according to the actual situation, such as pre-care and post-care and so on, and at the same time, they can formulate other nursing policies according to the characteristics of different customer groups. Establish a customer complaint management system 1. Establish a perfect customer complaint acceptance channel, including business hall acceptance, call center, e-mail, web page, etc. , so that customers can realize complaints in the most convenient and quick way. 2. Establish a complete customer complaint handling process and establish a "green channel" for customer complaint handling from the complaint acceptance interface to the company management. In view of the "whole journey, whole network" business characteristics of mobile communication enterprises, customer complaints often involve multiple departments of the company. Therefore, it is necessary to take the company's management department as the coordination unit, and special departments and personnel should coordinate all departments of the network and market to provide customers with the most reasonable package of complaint solutions. 3. Implement the "first inquiry responsibility system", set the deadline for complaint handling, realize the closed loop of complaint handling process, link with the company's performance appraisal system, and realize the full supervision of all managers in the complaint handling process. 4. In the whole process of handling customer complaints, avoid the information asymmetry of customers in the handling process, and let customers know the latest progress and next steps of all relevant links. 5. Closely combine with the company's support system, establish a customer complaint information management database, and incorporate it into the company's business analysis system to realize the information collection, analysis, transmission and continuous improvement of the system. 6. Combine the previous "active care" system, give priority to the historical complaints of active customers, make full use of various technologies and management means, and carry out "customer care complaints" activities. For example, the management analysis system is used to sort out customers' complaints regularly, classify the complaining customers according to the brand and complaint content, make telephone and SMS return visits by using the call center's outbound system and SMS group sending system, and summarize and analyze the return visit results in combination with the door-to-door return visits of business hall staff and account managers, and finally inform the visited customers of the company's improvement plans, solutions and operation results. Constructing a reasonable service evaluation system The important feature of customers in mobile communication industry is that they want to experience the continuous service provided by operators for life, so the lifelong value of customers is more important to operators. Users' experience of telecom services is not only in the "use" stage of services; It should also include the whole process of promotion, acceptance, change and termination. Operators must attach importance to customers' telecom service experience, organically combine product life cycle with customer experience life cycle, aim at maximizing enterprise profits rather than customer satisfaction, and comprehensively inspect service level in a competitive environment.