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目前,电信客户的消费偏好在悄然变化,固网语音业务的下滑令人堪忧,同时,各电信企业的固话业务日益趋同化,业务保障缺失逐渐显露出来。如何完善现有的固话服务功能,弥补企业的业务保障缺失,让企业的服务具有鲜明特色,提升企业的竞争能力,确保企业在市场中的领先地位,是电信企业实现转型和发展进程中亟待解决的问题。虽然客户的历史消费情况可以准确地从电信企业管理信息系统中收集,但此类信息极为有限。影响客户消费行为的客户感知类指标无法由企业管理信息系统直接提供,也难以通过信息系统从已有的客户消费数据中得到,必须从客户处直接获取。由于客户满意度决定了客户忠诚度,因此这类信息对阐释业务运营方面的缺失以及提升客户满意度都很有用处。本文通过问卷设计、问卷调查以及量表数理统计的方法对业务保障缺失进行分析和诊断,并提出了相应的改进措施。
At present, the consumer preferences of telecom customers are quietly changing, and the decline of fixed-line voice services is worrying. Meanwhile, the fixed-line businesses of various telecom companies are increasingly converging, and the lack of business support is gradually revealed. How to improve the existing fixed telephone service functions, make up for the lack of business security, make the service of the enterprises distinctive, enhance the competitiveness of enterprises, and ensure the leading position in the market are the urgent needs of the telecom enterprises in their transformation and development solved problem. Although the historical consumption of customers can be accurately collected from the Telecommunication Management Information System, such information is extremely limited. The customer perception index that affects the consumer behavior can not be directly provided by the enterprise management information system, nor can it be obtained from the existing customer consumption data through the information system, and must be obtained directly from the customer. Since customer satisfaction determines customer loyalty, this type of information is useful for explaining the lack of business operations and for improving customer satisfaction. In this paper, we analyze and diagnose the lack of business security by means of questionnaire design, questionnaire survey and scale mathematical statistics, and put forward corresponding improvement measures.