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用户个性化需求的不断提升，为新业务发展带来了巨大空间，形成了新的利润增长点。用户个性化需求不断增加，对网络质量和业务支持服务水平提出了新的要求，客户满意度直接决定了未来的发展趋势，本文从业务运营支持的角度出发，通过业务分析和总结了影响顾客满意度的顾客感知调查、系统特征、业务分类、投诉对系统优化策略、提高顾客满意度的重点（Ghosh&Ray，2017）。
客户满意度提升要求从客户的感知体验和详细分析入手，从客户的个人案例中不断探索不满意的原因，并由性格到常见问题，真正定位根本原因。原因可能是业务规则问题、服务流问题或系统端问题。满意度提升过程是一个系统化的过程，不能一蹴而就，是需要利用这个循环来完善投诉处理机制的过程，本文将客户满意度提升过程分为三个阶段，即客户感知业务连续不断地进行。ACT调查阶段，客户满意度分析，满意度测量（Tripathi，2017年）。
The continuous improvement of users' personalized needs brings huge space to the new business development and forms new profit growth points. Continuous increase of user-personalized needs, to network quality and business support and service level are put forward new requirements, customer satisfaction degree directly determine the future development trend, this article from the perspective of business operations support, through business contacts to customers perception survey, system characteristic were analyzed and concluded that affect customer satisfaction business classification, the focus of the complaint to system optimization strategy of improving customer satisfaction (Ghosh & Ray, 2017).
Customer satisfaction ascension requires starting from the customer's perception experience and detailed analysis, from the customer's individual case continuously explore the cause of not satisfied, and by the personality to common problems, and real positioning the fundamental reasons. The reasons may be business rule problems, service flow problems, or system side issues. Satisfaction ascension process is a systematic process that can't happen overnight, is the need to use the cycle to improve the process of complaint handling mechanism, this article will customer satisfaction improvement process is divided into three stages, namely customer perception business contact investigation phase, analysis of customer satisfaction, satisfaction measures (Tripathi, 2017).
1. Customer business contact perception survey.客户业务联系感知调查
客户满意度一般是在客户接触周期内，企业将与客户产生至少100个接触。如果你能找到接触和满意程度的现状分析，从而在100点接触中为顾客带来满意，会给顾客带来完美的体验，使满意度达到100%，能培养顾客的忠诚度，使他们长期保持下去。客户联系点是什么？接触点是指客户与组织之间的所有沟通和互动点，包括人与人之间的互动点、人与物理环境之间的互动点等。客户根据自己的经验体验产品、品牌甚至企业接触点方面的经验。为了获得有效的客户业务联系方式，我们建立了三种客户服务联系方式。成立满意度审查小组，建立短信、电话审查机制，过滤用户投诉挂断满意度情况，将回复所有针对抽取不满意用户的统一，并根据不同类别设计满意度业务。ESS联系调查。在所有不满意的用户中，约20%的用户会打电话，其余的用户会通过短信回访，并总结用户收集到的不满意的联系点。定期开展友好的客户活动，在社会上建立友好的客户群，让用户尽可能以定期讨论的形式，围绕使用过程中发现的业务问题和客户响应中存在的其他业务问题，对自己做出反应；建立C投诉详细核实，业务支持部并与一线运营商、运营人员共同进行沟通，对一线员工投诉日常收到的客户投诉进行了汇总，对投诉异常数量进行了详细的分析，对投诉的总体情况进行了分析。最终形成投诉业务联系。
The customer satisfaction is generally in the customer contact cycle, the enterprise will produce at least 100 contacts with the customer. If you can find the contact and the satisfaction degree of the analysis of the current situation, thus in the 100 point of contact for customer satisfaction, will bring customers the perfect experience, make satisfaction reached 100%, can cultivate customer loyalty, to keep them for a long time. What is the customer contact point? Touchpoint refers to all communication and interaction points between the customer and your organization, including the interaction points between people, the interaction between people and the physical environment, etc. Customers experience the product, brand and even the enterprise based on their experience on the touch point. In order to obtain the effective contact information of customer business, we set up three kinds of customer service contact acquisition methods. Satisfaction review group was established, the establishment of text messages, phone review mechanism, filtered through the user complaints hang up satisfaction situation, will reply all for the extraction of dissatisfied users of unity, and according to different category design satisfaction business contact investigation. From all the dissatisfied users, about 20% of the users will make phone calls, and the rest will return to visit by SMS and summarize the unsatisfactory contact points collected by users. Regularly conduct friendly customers, establish friendly customer base in the society, let users as much as possible in the form of regular discussion reaction itself around business problems found during the using process and other business problems that exist in the customer response; Establish complaints detailed verification, business support department and conduct joint with one line operator, operating personnel, the frontline staff complaints received daily customer complaints found in representation contact was summarized, the abnormal number of complaints in detail analyzing the growth of business, eventually forming complaints business contacts.
2. analysis of customer satisfaction.顾客满意度分析
It decomposes in customer satisfaction analysis using hierarchical classification method, through analyzing the dissatisfied users business contacts, step by step solution of detailed classification and sorted according to the importance level. Research and analysis on the level and factor of the product, further study the overall satisfaction degree and the factors affecting the satisfaction. In order to accurately locate the cause of customer dissatisfaction, we follow the principle of a layer by layer classification. Divide customer dissatisfaction into three categories; Each class is decomposed into smaller classes according to business details; Continue to break down until you can pinpoint the cause of the problem.
(1) the system side reasons, due to the system problems, the customer business processing fails, or the business cannot use the problem normally. Business design reasons, because business rules or business development cannot meet customer demand problems, resulting in failure to meet customer requirements in time, resulting in customer dissatisfaction.
(2) service side reasons, because users can not provide the timely solution to the problem, or cannot provide convenient customer inquiry and use of the channel, resulting in customer dissatisfaction.
3. The implementation stage of satisfaction improvement.
With the development of Internet mode and the arrival of the era of traffic management, the user's business channels are constantly increasing, and the personalized demand is constantly enriched. To improve customer satisfaction. System side optimization is carried out on the system side for important customer dissatisfaction. By using hierarchical analysis method for the analysis of customer satisfaction, at present, in the process of business development, with management efforts, the rapid growth of customers accounted, customers are not satisfied with complaints have been accounted for more than 50%, the timeliness of dissatisfied complaint proportion is as high as 70% above, aiming at this problem, a system optimization improved customer satisfaction greatly, at the same time increase the lateral system monitoring, to ensure that the system runs stably; For the business design class, the product can not meet the needs of the customers to optimize the development, and reformulate the product use priority, such as communication products. We can optimize the product by reducing the customer's consumption expense. Question for customer service, customer statements cost, high in the overall business is not satisfied with complaints of, mainly reflected in the customer to the client the cost statement does not understand, look not to understand, not timely and effective way of query the bill, we build the WeChat query channel for such problem, personalized bills renovation, such as text query command whole optimization measures.
Customer satisfaction is the lifeline of the continuous development of the complany. Only by ensuring customer satisfaction can we enhance the customer's stickiness, so that enterprises can develop in the competition. However, the process of improving customer satisfaction is a progressive, iterative process. Based on the analysis and research on the actual customer satisfaction, this paper summarizes the three stages of customer satisfaction improvement and the implementation method from the practice. It has played an obvious role in the improvement of customer satisfaction and achieved good results.
Reference list
Ghosh, D., & Ray, N. (2017). Evaluation of Customer Satisfaction by Service Dominant Logic for Banking Sector: An Indicative Study Based on HDFC Bank. IUP Journal Of Management Research, 16(4), 34-47.#p#分页标题#e#
Tripathi, G. (2017). CUSTOMER SATISFACTION AND WORD OF MOUTH INTENTIONS: TESTING THE MEDIATING EFFECT OF CUSTOMER LOYALTY. Journal Of Services Research, 17(2), 1-16.
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