甘肃联通客服中心服务价值提升研究

发布时间：2018-03-15 08:14

本文选题：甘肃联通　切入点：客服中心　出处：《兰州大学》2012年硕士论文　论文类型：学位论文

【摘要】：信息技术的飞速发展和广泛应用,使通信运营企业提供的产品越来越趋于同质化。企业只有提供给客户比其他竞争者更多的价值,即优异的顾客价值,才可能在维系好老客户的基础上拓展新客户,不断提高客户满意度和忠诚度,保持企业持续发展和盈利能力,在竞争中立于不败之地。因此,创新客户服务体验,进一步提高客户忠诚度,以此来保持市场份额和实现服务价值,已成为通信企业形成差异化、竞争力和影响用户选择的关键因素。同时面向客户和企业内部服务的客户服务中心(以下简称客服中心),是企业与客户之间海量信息的接触和传播点,也是顾客感知其获取服务与所付出的成本权衡后,对服务效用做出整体评价——即实现客户价值的有效载体。它通过提供高品质服务让客户满意,通过提升服务价值减少总成本,增加企业利润；通过服务过程中信息有效传递反馈和应用,优化企业内部管理体制、宣传并改善企业形象、提高企业品牌影响力。甘肃联通是通信类企业,1999年成立了以10010客服热线为载体,提供客户服务的客服中心。本文试图运用管理理论,结合公司实际运营情况,对内部服务品质保障、关键环节分析研究,从人员管理效能、流程管理、支撑系统信息化程度等方面分析甘肃联通客服中心运营现状和存在问题,并针对存在问题提出了改进策略,以客服中心服务品质改善最终实现服务价值的提升；也为同行业客户服务中心的发展提供一些可借鉴的参考。
[Abstract]:With the rapid development and wide application of information technology, the products provided by communication operators tend to be more and more homogeneous. Enterprises only offer more value to customers than other competitors, that is, superior customer value. In order to maintain the old customers on the basis of expanding new customers, constantly improve customer satisfaction and loyalty, keep the sustainable development and profitability of the enterprise, in the competition in an invincible position. Therefore, innovation of customer service experience and further improvement of customer loyalty in order to maintain market share and realize service value have become the differentiation of communication enterprises. At the same time, customer service centers for customers and internal services of enterprises (hereinafter referred to as customer service centers) are the point of contact and dissemination of massive information between enterprises and customers. It is also an effective carrier to realize customer value after the customer is aware of the tradeoff between the cost of acquiring service and the cost paid, and it can reduce the total cost by providing high quality service, and reducing the total cost by increasing the service value. Increase the profit of the enterprise, transmit the feedback and application effectively through the information in the service process, optimize the internal management system of the enterprise, propagate and improve the image of the enterprise, enhance the influence of the enterprise brand. Gansu Unicom is a communication enterprise. In 1999, Gansu Unicom set up a customer service center with 10010 customer service hotline as the carrier to provide customer service. This paper tries to use management theory, combined with the actual operation of the company, to ensure the internal service quality. The key link analysis research, from the personnel management efficiency, the flow management, the support system information degree and so on aspect analysis Gansu Unicom customer service center operation present situation and the existence question, and proposed the improvement strategy to the existing problem, To improve the service quality of the customer service center, the service value can be promoted, and some references for the development of the customer service center in the same industry are provided.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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