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4G时代的到来,意味着通信市场竞争将更加激烈。面对价格战、服务战,如何根据企业有限的成本赢得更多的市场,拥有更多的用户,尽可能做到让客户满意,已成为电信运营商共同面临的问题,客户的服务期望值管理管控已刻不容缓。一方面,客户服务需要成本,提升服务质量需要企业有相应的付出;另一方面,服务也是产品,是有价值的,要获取适当的利益,服务必须符合市场经济规律。服务的双重性使得企业要不断平衡“付出成本”和“获取利益”的关系。那么,该如何在合理区间平衡企业效益与客户满意度的关系,协同企业各部门共同关注客户感知,降低客户投诉量,提升客户服务质量?本文以福建厦门电信为例,从四个方面对客户期望值管理进行思考。
The advent of the 4G era means that competition in the communications market will become even more intense. In the face of price war and service war, how to win more markets according to the limited cost of enterprises, having more users and satisfying customers as much as possible has become a common problem faced by telecom operators. Customer service expectation value management control Has been urgent. On the one hand, the cost of customer service needs to improve the quality of service companies need to pay accordingly; the other hand, the service is also a product, it is valuable to obtain the appropriate interests, services must be consistent with the laws of the market economy. The dual nature of service allows companies to constantly balance the relationship between “paying costs” and “getting benefits.” So, how to balance the relationship between enterprise efficiency and customer satisfaction in a reasonable range, coordinate the various departments of enterprises to pay attention to customer perception, reduce customer complaints and improve customer service quality? In this paper, Xiamen, Fujian Province, for example, from four aspects of the customer Expectation Management Thinking.