Mobile Internet develops customer experience through competitive key

With the rapid development of mobile Internet, customer experience has become the key to the competition of operators. Shanghai Unicom has gradually reconstructed business logic, allowing customers to participate in the process of service, through the customer's thinking, pry service lever by the enterprise to the consumer tilt. By inviting customers to participate in the service design, timely response to customer needs, after a visit to summarize the optimization process, in-depth understanding of customer needs, customer satisfaction to create services.

Prepare and establish effective customer participation mechanism in advance

Shanghai Unicom will be the most understanding of customer demand for the front-line customer service staff to participate in the product and service design ranks. continuously revise the product and service content by simulating the customer experience. In the case of WLAN business, Shanghai Unicom invited a group of grass-roots testers to carry out online experience in the last year before the business was online, concentrating on the problem of signal instability, slow surfing and so on, which may affect customers ' use perception, and optimize the system accordingly. It is precisely because the early stage fully considered the use of the customer perception, the late after the business market reflects good, customer consultation volume and open volume continued to rise, no mass complaints.

In addition, Shanghai Unicom through the regular convening of customer salon to in-depth understanding of customer needs, to find the focus of improvement. 2012, has carried out "Wo's service Everybody comments", "Wo because you more wonderful", "2013, I look forward to the Unicom" and other types of diverse theme activities, inviting different customer groups and professionals into the Unicom, face-to-face, 0 distance communication, please them for the company's business and service Pulse. The reporter learned that this year, Shanghai Unicom will continue to deepen customer participation mechanism, will be innovative set up customer organizations, to more open posture to allow customers to participate in the operation of enterprises.

Timely response in the event, establish the customer response chain

How to timely insight into customer behavior trends, production and service in the process of timely response and orderly guidance is the enterprise has been exploring the problem. Shanghai Unicom uses the intelligent Voice Analysis system and the "listening experience" activity to keep abreast of the hot spots and needs of customers ' attention and make timely response.

In order to effectively use recording resources for customer behavior analysis, last year, Shanghai Unicom Customer Service Center pioneered the introduction of Intelligent voice analysis system, and gradually apply it to day-to-day analysis and operational decision-making. Even in the current trial run stage, by typing the recording keyword that needs to be searched, in just 1 days, the system can extract 30% of all incoming calls from the previous day to translate, rewriting the past artificial sampling analysis is to spend a lot of time and manpower history.

December 2012, the IPhone 5 officially in the Unicom major channels for public sale, customer service center through the use of Intelligent voice system to sample recordings, randomly adjusted to the daily volume of 6% for voice analysis, quickly found in the online business hall pre-sale and purchase of the process of online booking failed, Unable to query the product distribution information issues, and timely feedback to the relevant departments as a reference to adjust the service and distribution strategy, in time to appease the customer sentiment, but also to avoid more complaints produced.

In addition, for real-time understanding of customer real service experience and needs, to implement the management, Shanghai Unicom has established a "listening experience" system covering all levels of the company's managers, through a first-line, to understand and solve the current problems faced by customers, will be derived from the actual needs of customers and day-to-day operation of the improvement of the combination of small, Layer by step, gradually improve service short board.

Timely correction and establishment of customer satisfaction return mechanism

In the past, there were usually two major problems in the investigation of customer participation in the voice system by inviting clients to participate in the survey before hanging up. It is difficult for operators to know where customer satisfaction is, and where they are dissatisfied, and the lack of reference for subsequent improvements.

In order to understand the customer service perception of the hotline, this year, Shanghai Unicom Customer Service Center developed a set of customer satisfaction collection and analysis process, monthly VIP, 3G, broadband and other customer base for a return visit survey, through the service satisfaction to include the overall level of service, manual speed, IVR menu settings, Customer Service Representative Services attitude, customer service representative ability to solve problems and call processing results, including 6 dimensions, research customers on the different levels of service satisfaction and recommendations, so as to clarify customer needs, so as to determine the direction of service improvement and measures.

In February of this year, the first downstream Customer satisfaction survey report showed that high-end consumer groups represented by 3G VIP customers are not satisfied with the current standardization services, they are seeking a more personalized service experience. To this end, Shanghai Unicom quickly set up a VIP customer problem collection system, through the collection of VIP customer calls in the process of suggestions and active return to collect a large number of suggestions, the customer needs to the product design department effective transmission, in order to develop more in line with customer demand products and more user-friendly service flow to provide support Finally realize the effective maintenance and management of customers, and jointly promote service promotion.