基于客户服务中心的运营商客户满意度管理研究

发布时间：2019-02-11 13:08

【摘要】：随着电信行业的垄断格局被打破，运营商之间的竞争愈演愈烈。提高客户满意度，减少客户流失，增强客户的忠诚度，成为电信运营商保持客户和收入增长的重要手段。客户服务中心作为运营商进行客户服务的核心部门，在面对多样化的业务承载、差异化的客户需求以及行业内激烈竞争等内外部挑战，需要重新审视和不断完善现有的服务体系，以精准到位客户满意度管理工作带来客户忠诚度的提升。本文首先介绍了通信行业面临的挑战，引出本论文写作的背景以及本论文研究的目的、意义以及研究方法。简要介绍了国内外满意度管理模型及特点，特别是认真分析了国外知名企业，尤其是电信业的应用情况；结合中国移动的基本情况，，结合满意度差距模型和峰终理论，一方面从宏观上，找出企业行为与客户期望之间的衡量指标，从而使得衡量客户满意度变得数据化、可依据；另一方面，从单个客户出发，从客户接入、请求、接通、解释、办理、转接等多个环节来收集客户期望，得到满意度管理的各项客户感知指标，并通过熵值法对不同维度的客户表述信息进行处理，得到可在同一维度进行衡量的指标，区分了各个指标的重要程度，从而使得每客户的感知变得可衡量。进一步得将各项客户感知指标在运营实践中予以对应，最终形成可衡量、可评估的客户满意度评价体系。本论文的研究旨在找到一种对客户满意度这种量化的、难以与生产实际相结合的关键管理对象，通过满意度模型的建立起一套指标体系，有效找出生产运营的短板，找出优先改善环节，提高客户满意度，提高企业的竞争力。
[Abstract]:As the monopoly pattern of telecommunication industry is broken, the competition between operators becomes more and more intense. To improve customer satisfaction, reduce customer turnover, and enhance customer loyalty become an important means for telecom operators to maintain customer and revenue growth. As the core department of customer service for operators, customer service center is faced with internal and external challenges, such as diversified business carrying capacity, differentiated customer demand and fierce competition within the industry. Need to re-examine and constantly improve the existing service system, in order to accurately achieve customer satisfaction management to improve customer loyalty. This paper first introduces the challenges faced by the communication industry, leads to the background of this paper, the purpose, significance and research methods of this paper. This paper briefly introduces the satisfaction management model and its characteristics at home and abroad, especially analyzes the application of well-known foreign enterprises, especially the telecommunications industry. Combined with the basic situation of China Mobile, combined with the satisfaction gap model and peak-to-end theory, on the one hand, from the macro point of view, to find out the enterprise behavior and customer expectations between the measurement index, so that the measurement of customer satisfaction becomes data, can be based on; On the other hand, from a single customer, from the customer access, request, access, interpretation, processing, transfer and other links to collect customer expectations, get satisfaction management of the customer perception indicators, And through the entropy method of different dimensions of customer representation information processing, can be measured in the same dimension of the indicators, distinguish the importance of each index, so that each customer's perception becomes measurable. Furthermore, the customer perception index can be matched in the operation practice, and a measurable and assessable customer satisfaction evaluation system will be formed. The purpose of this paper is to find out a kind of key management object which is difficult to combine with the production practice, and to establish a set of index system through the establishment of satisfaction model to find out the short board of production and operation effectively. Find out the priority to improve the links, improve customer satisfaction, improve the competitiveness of enterprises.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626

【参考文献】