Study On The Customer Experience Management Of Telecom Operators Under Three Networks Convergence

Under the background of three networks convergence, the competitiveenvironment of telecom operators has undergone fundamental changes-competitive platform transition from internal network competition to three networks competition, key point of business competition turning to the value-added data service from voice communication, market development target shift from the pursuit of new customer to customer retention, key consumer decisions turning to experience and interaction from product and price difference. Customer consumption habits, changes in demand hierarchy, new powerful competitors brought in by industry barriers’disappear, and the enterprise profit space atrophy brought by scale, the homogeneity of the products and services, promotes the demand for telecom operators to strengthen their customer experience management. However, at present in the field of management science, the research of customer experience is mostly in the marketing level, lacks of extension to the enterprise management, and is difficult to achieve deep communication between customers and enterprise. And the implementation of telecom operator customer experience is based on individual service and activities, and as a measurement of service of customer experience, lacks of systematic management process, it is difficult to form an effective feedback mechanism and close-loop management, thus limiting the active role of customer experience to improve customer service levels. Therefore, based on the analysis of related theories and methods of domestic and international customer experience management concept, defining elements, key models, theoretical frameworks, the paper proposes the framework of telecom enterprise customer experience management for the telecom enterprises actual management needs, through the research on the internal mechanism of customer experience, customer experience closed management and the implementation of customer experience, commits to put forward a complete set of framework and methodology which is operational for telecommunication enterprises customer experience management, in order to really implement the customer oriented concept of enterprise management, improve the management level of telecom enterprises and user value.This dissatation mainly research on the following aspects:(1) the actual operation situation of telecom enterprises and their problems encountered in the customer experience management, put forward the framework of telecom enterprise customer experience management;(2) through combing the connection and effect relationship on the evaluation elements of customer relationship and the customer attitude of the telecom operators, explores internal influence mechanism of telecom operators customer experience;(3) through the research on the total closed loop quality management model and the case study on telecom operators customer experience, designs the closed loop management mechanism of telecom enterprise customer experience;(4) the implementation research of telecom enterprise customer experience management.This dissertation gets the following conclusions:(1) Thecustomer experience management framework of telecom operator contains three parts: the internal influence mechanism (internal circulationsystem), the closed-loop management system (external circulationsystem) and the implementation part. As the common parts of this two circulation systems, customer experience and customer participation link and channel the internal and external circulation, and through their mutual promotion, the customer experience management framework is constructed.(2) The internal influence mechanism model of customer experience shows that there is mutual influence between the various telecom enterprise customer relationship evaluation factors, the interaction between the various factors constitutes a closed loop recyclable independent system, and the customer experience and customer participation is exogenous variables of the system.(3) Customer participation is the starting point of the customer experience.(4) There is an optimum proportion between telecom enterprises customer experience, customer participation and customer satisfaction.(5) Implementation ofthe customer experiencewill nothave a direct impactoncustomer satisfaction, but through influencing the gap betweenservice expectation andperception, brand image and customerperceived value, has an indirect effectoncustomer satisfaction.(6) Negative effects of customer participation on customer satisfactionmainly comes from the customer effort of perception,this conclusion is consistentwith the attribution theory.(7) The customer experience closed-loop management of telecommunication enterprise contains six stages:definitions found-measurement design-execution-analysis-improvement and adjustment-keeping control, and each stage has different task and implementation method.(8) Telecom operator customer experience adjustment can be implemented through building a multi-leveldecision-making HOQ model which comes from QFD methodto ensure the rationality of enterprise resource allocation and thevalidity of service adjustment.The main innovation of this dissertation is as follows:(1)Propose the customer experience management framework of telecom operatorsBased on the research of internal influence mechanism and closed-loop management of customer experience, this dissertation proposes the customer experience management framework of telecom operator. The framework is composed bythree parts:the internal influence mechanism (internal circulationsystem), the closed-loop management system (external circulationsystem) and the implementation part. As the common parts of this two circulation systems, customer experience and customer participation link and channel the internal and external circulation, and through their mutual promotion, the customer experience management framework is constructed.(2) Buildthe customer experience internal influence mechanism model of telecom operators First, through the study and hypotheses on the customer experience transfer mechanism model, the customer participation transfer transmission mechanism model and the customer experience and customer participation mutual influence mechanism model, the internal influence mechanism model of customer experience is produced by comprehensive merge, which proves that there is mutual influence between the various telecom enterprise customer relationship evaluation factors, and the interaction between the various factors constitutes a closed loop recyclable independent system, and the customer experience and customer participation is exogenous variables of the systemSecond, the model verifies that customer participation is the starting point of the customer experience management. Traditional customer experience theory holds that customer needs survey and determination is the starting point of experience research. Customer experience internal influence mechanism model shows that in the customer experience internal cycle mechanism, customer participation exists as the antecedent factors as the customer experience and works together with the customer experience in other indicators of customer evaluation, becomes the decisive factor affecting customer service evaluation of telecom operators products and service.Third, based on the model, this dissertation proposes that there is an optimum proportion between telecom enterprises customer experience, customer participation and customer satisfaction.That is, the customer experience and customer participation cannot enhance customer satisfactionunlimitedly, and due to the influence of each other, it is possible for telecom operators to achieve an optimal service performance during a certain period.(3) Design the customer experience closed-loop management mechanism of telecom enterprisesThrough the research on the relevant model of total quality management and the case study on the implementation of telecom operators’customer experience management, this dissertation builds the close-loop management mechanism of telecom enterprise customer experience. Furthermore, in the implementation stage of telecom operators’customer experience management, based on QFD method, this dissertation builds the multi-leveldecision-making HOQ model which ensures thevalidity of service adjustment.