Study On XX Unicom’s Customer Satisfaction And Improvements

After the restructuring in telecommunications industry, telecommunications operators have obtained full-service business qualification. Competition between communication enterprises is becoming increasingly fierce; therefore the services provided by the communication enterprises are increasingly highly expected by customers. Pure price competition can’t meet the market demands. Improving service, enhancing customer satisfaction has become an important way to open the market, to retain old customers and to compete for new customers. In such a context, this article chose XX Unicom as study target, make analysis on the shortcomings of various business processes and make recommendations on improvement strategies, so as to point out the importance of service quality to market competition.Start from the above topics and based on the theory of the service quality management, this article systematically investigated XX Unicom overall customer service satisfaction situation, deeply explored the key impact factors to the customer satisfaction of fixed-line,2G,3G business, and made analysis on the problems of service quality in commercial process. With the real status in XX Unicom, this article point out the service improvement direction of overall improvement. It also point out that the concept of customer service should be carried out throughout all aspects of business operations in the XX Unicom. However, the improvement of specific services should be carried out according to their own situation, selecting those with great customer satisfaction impact as the first priority to be improvemed.Under the guidance of this idea, start from the network quality, the tariff structure, the operating house, electronic channels, customer hotline, value-added services and other six business processes, to start a comprehensive and overall improvement of all aspects that affect customer satisfaction. On the implementation level, by comprehensive data analysis and XX Unicorn’s status quo analysis, select the biggest impact factor on customer satisfaction as the key improve object in every business process. Ensure the limited resources of the company to be used to those factors that affect the largest part of customer satisfaction.Through analysis of the various quality factors to customer satisfaction, this article provides a practical solution for the XX Unicom to improve the quality of service to effectively improve customer satisfaction. Meanwhile, there are certain references meanings to the works of other communications carriers to improve their service quality.