Research On Call Center Service Quality Promotion Strategy Of A Maternal-and-infant Enterprise

Customers are the company’s most important asset.The quality of service is a key factor in attracting and retaining customers.Modern enterprises regard customercentric and service quality-oriented strategy as the basic.strategy There is a high correlation between service quality,service quality and corporate profitability.High quality brings high customer satisfaction,thus improving corporate profitability and maintaining lasting competitiveness.With the rapid development of Internet,multitouch-point communication based on Internet has come into many forms.Bridges for customer-to-enterprise communication have been constructed in a more digitized way,obtaining goods and services via online communication,self-service on digital channels.As the main contact window between companies and customers,customer service has taken the responsibility of delivering quality service and is under keen watch by companies.Based on the social model of the Internet era,the modern customer service center provides customers with omni-media and multi-channel customer service,providing customers with services anytime,anywhere.However,under the fragmented,socialized,and real-time customer service requirements,the service model of the customer service center has caused some under-expectations for customers.It is necessary for companies to better figure out the key factors which may impact service quality.In addition,the interaction between customers and modern customer service centers runs through the customer journey of interest,purchase,use,and loyalty.Combining the customer’s consumption journey,the comprehensive touch-point satisfaction analysis of service quality can help companies accurately gain insight and mine data over customer needs and pain points.A Maternal-and-Child Company is one of the world’s well-known diaper brands,the customer service of which is conducted in form of omni-channel and multi-media.However,the customer service center has problems such as different service standards,slow channel response,and lack of personalized services.Under the guidance of relevant research background and theoretical basis,this paper designs a customer satisfaction survey questionnaire based on the perceived SERVQUAL service quality evaluation model,and conducts a questionnaire survey on A Maternal and Child Customer Service Center and its main competitors,aiming at overall customer satisfaction,channel satisfaction and Consumption touchpoints are compared and analyzed;using SPSS software to analyze customer satisfaction scales using the data of A Maternal-and-Child questionnaire,and then through empirical analysis of the five dimensions that affect customer satisfaction.On this basis,it pointed out the existing problems of the A Maternal and Child Customer Service Center,and proposed an improvement strategy.It was expected that the research following can carry out results in two ways.on the one hand,it can promote the optimization and improvement of the service quality of A Maternal and Child Customer Service Center,and on the other hand,it can help other call centers in the industry to provide business reference.