| As the time developing and the technique progressing, the internal and external environment which the modern enterprise is facing has changed enormously. The telecommunications industry as a big service sector, quantity of customers is the foundation of industry development, whereas quality of the service is the foundation of enlarging the quantity of customers and also supply an opportunity to win the market. At this moment, the telecommunications service has already spread all over each realm of the society and each family, and becomes the one without which people can not exist as clothes and foods do. If there is no satisfied service supported,it is impossible to make a good lead to this huge customer community. The level of the service and the system of the satisfied service in the enterprise telecommunication are uncertain, unvoidablly initiates the problems of services.In summary,the assurance of the core value of the telecommunications industry is realized by keeping the existing customer and by all means attracting and increasing more new customers. China United Communication Company and China Net Communication Company combined together to make a new China United Net Communication Company, which means the communication market is now coming to a new competing time.Only if the business enterprise adapts the development of the society, the idea of the consumers and the concept of the consumption, it can gradually carry out the core value of the business. Satisfied customer service principle is a idea which is suitable for the society developing and consumer demanding, assure the enterprise existing and developing, and realize the core value. After the combination, Jilin United Communication Company is at the 1st step, in detail, there are some problems that the company needs to face. (1) The difficulty to deal with the staff activity. (2) The sales person cannot focus on the core of the job. (3) The possibility of losing customers. (4) Lack of good tool to manage the sales, which influence the managing efficiency. Right now, the sales managers only can get the sales information from the sales report forms, which is only the result of the sales, and cannot control the sales plan. (5) Difficulties to control the cost. It is not enough to control the cost only by the awareness of the sales persons, because of the specialty of the sales. (6) The unicity of the staff assessing. Right now, the quantity is focusing on the income of the sales, which is prone to make the sales persons focus on the benefit in the short term, and prone to pay attention to the customers who may give them the benefit in the short term, and ignore the potential customers. (7) Sales and the market are relatively out of joint. (8) Customer service and sales are relatively out of joint. The need of the customer service found by the sales person and the sales opportunity found by customer service staff cannot inform each other in time, which influence the efficiency and the effect of communicating between the company and the customers, so as to miss the sales opportunity.In order to improve the quality of the customer service, first of all, it is necessary to improve the satisfaction of the customers, which is related to the existance and improvement of any company. As a new combining company, Jilin United Communication Company must be like this. The design of the satisfactory customer service system includes initiating a servicing idea, which is focusing on the needs of the customers, and design a serving and effecting transition system. There is no best criterion but better improving. Satisfactory and loyal customers are treasure. Only if focusing on the satisfaction and the loyalty, and making the customers as the drive can make the leading company in the communication area, and make the benefit and success. The content of the satisfactory customer service can be described in 5 facets and 3 layers. (1)5 facets: idea satisfaction, activity satisfaction, seeing and hearing satisfaction, product satisfaction, serving satisfaction. (2) 3 layers: product satisfaction, serving satisfaction, society satisfaction. The loyalty of customers comes from the satisfaction of the service, and the satisfaction of customers comes from the quality of the service, therefore, in order to improve the loyalty of the customers, the Jilin United Communication company need to improve the quality of customer service.Many facts can influence the loyalty of the customers, all of which are not isolated, so the loyalty of the customers are the result of the internal and external facts. When composing the loyalty of the customers, the quality of the communication service, trust, cost of transition, loyalty of the staffs are all important facts, each of which make different influence. The quality of the communication service, trust, cost of net transition, loyalty of the staffs are positively correlated to the loyalty of the customers, at the same time, the quality of the communication service, trust, loyalty of the staffs influence each other, which lead to the result that promote the composing of the loyalty of the customers directly and indirectly. The change of each of these facts may lead to the change of other facts, so as to affect the final establishing of the loyalty of the whole Jilin United Communication.The facts that can affect the loyalty of the customers: (1) The quality of the communication service assure the loyalty of the customers.(2) Trust is the prerequisite condition of the customers to make another consumption. (3) Cost of net transition cannot be ignored. (4) The loyalty of the staff help to make up the loyalty of the customers.Based on the research, Jilin United Communication company can focus on the following facets to improve the loyalty of the customers: (1) Make the idea of customers induction as the main idea. The method of the customer loyalty tells us that the source of the customer cannot be ignored for the continuously developing of the company, therefore, we must pay attention to the customers, and improve the communicating with the customers to gain the loyalty of the customers. (2) Innovate the technique, make good service. Jilin United Company are combination of the producing and the consuming. The process of the producing is that of consuming, therefore, it is strongly relative between the accepting the products and the level of the serving .(3) Set up a trust relationship with the customers, lay the foundation for the long term cooperation. Another consumption is based on the trust to the company and the products. Without any doubt, the customers who trust the company are more likely to accept the new products and the service.The customer satisfactory strategy is the objective need of the market competing, and is the forever discussion. Jilin United Communication ompany is chasing for enlargeing the scale, at the same time, in order to strive for the initiative, it should perfect the customer serving system, and improve the level of the service. It is the key point for any company to succeed in the serving: 1. Customers come first; 2. Staffs are the basis; 3.Leading talent; 4.System support; 5. Examine and assess; 6. Improve continuouslyJilin United Communication Company can bring its dominance into full play based on the improving of the satisfaction and loyalty of customers, and also help to build up the possibility to avoid the risk. Customer service is the basis for the long term developing. At this moment, Jilin United Communication company must focus on the quality and the effect as soon as possible, found and perfect the serving and creative system, tone up the activity, and improve the capability of competing in the market. No matter based on the macro scope or the micro scope, it is lack of the inspect and the control for the quality of the economy and the service, whereas the satisfaction and the loyalty of the customers make it possible. Compared to others, satisfaction and loyalty of the customers is the producing target based on the market, based on which we can make a full understand on the changable market, find the weakness of the service of our own. Therefore, the customer satisfaction is the basis for Jilin United Communication Company to make the strategy, the loyalty assure the long term developing in the market. |
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