The Improvement Research On Operations Management For Chinaunicom Business Hall Of C City

After nearly10years of standardized management, the China Unicom businesshall has already built up a set of complete standard operations mode. The core idea ofthe mode is to standardize the operations and make every effort to set up asuitable business system from the customers’ angel of view.But with the end ofcommunication operators regrouping work and the3G license award, the competitionamong communication operators has been getting more and more intense. As forthis, that business halls work only as a service window has been way behind to meetthe requirements of the development of the enterprise strategy. The transformation ofbusiness halls is imperative. Therefore, in recent years, Chinaunicom has started offthe transformation, which means to transform the business halls from the traditional"service handling" to " sales and service handling ".The aim is to improve theefficiency of the business halls. Chinaunicom has created the new marketing model,“Experiential marketing”, which centers on “the organizing ability of sales, attractionof the circumstances and sales skills of the staff”. The new marketing model has beenput throughout domestic business halls for trial implementation.A new roundof business operations management standardization work is in fulltrial implementation. All domestic business halls are gradually completing thismanagement system which improves the efficiency of the business hall. In theprocess of the transformation, the business halls work according to different standards.As for the business halls, how to further improve the ability of sales and servicebased on Chinaunicom’s standardized operations is the key problem that all the business hall managers have to face in the process of enhancing, breaking throughand forming the local operations management regulations.This article takes the operations management of C city’s business hall as theexample and combines with the achievements of some business halls that areimplementing the transformation to specifically analyze the problems which themanagers of the business halls encounter. And at the same time, article authorprovides the specific solution and specific implementing measures to these problems.The research mainly focuses on location of business halls, operations management,sales organizing, team building, performance evaluation, personnel training andmotivation etc.. The purpose of this article is to lay out standardized procedure andresponsibilities of positions and to provide reference for the business halltransformation, What’s more, to submit a set of suitable localized business hallregulations of operation at the request of Chinaunicom.In the past management of the business hall, it was to manage business hall as acost center. In article author’s opinion, the business hall is supposed to be a profitcenter. All transformation measures should center on experiential marketing, such aslocation, promotion, team building, personnel motivation, training and performanceevaluation. In one word, the transformation must be designed from the customers’point of view. In location of the business hall, we have introduced a scoring systemwhich can objectively reduce the risk from operator intervention; For fieldmanagement, we have optimized the agent duty circle and utilization. And anindependent emergency plan is drawn up to handle the case when we get sharplyincreased customer flow; we have enhanced the basic management, especially theanalysis of information and feedback. A set of templates has been designed, whichemphasizes the information mining of customer needs. What’s more, the proportionof the business agents’ evaluation and scoring has been decided; As for the HRmanagement and performance management, we have optimized them to support the experiential marketing system and to reduce the staff turnover. That is to reduce thehuman resource costs.With the increasing competition in communications market, the business halls ofcommunication operators work as the important bridge to communicate withcustomers. They are not only important windows of the corporate image promotion,to promote publicize the brand, corporate, product image, and improve the loyalty ofcustomers, but also play a more and more important role in increasing the revenues,expanding customer scale, building brand and gaining competitive edge etc.. Part ofthe points in this article has been put into practice and verified, but still needs to bewidely applied and discussed. There are many points included in this article supposedto be supplemented and improved. And the transformation of business halls needaccumulate a lot of data and practical experience, on which we can work out a moresuitable solution and this is the way to the optimal result of the transformation aswell.