Research On Customer Experience Management Of 3G Value-Added Services

Following the experience economy, the demands of consumers has been facing great changes. For one thing, consumption level turns from function to experience; moreover, homogeneity trend of production and service has been impairing the feeling of consumers for personality and uniqueness little by little. In order to seek new benefit, companies have to understand customers' demands again. It will be core issue paid attention to fields how they can supply customers with high values exceeding that contenders can supply. Undoubtedly, Customer Experience Management (CEM) can play the role.Meanwhile, the telecom operators are perplexed for the increasing homogenization of products and saturation of voice market, which coincidentally drives them to put efforts to the typical "experience product"--3G value-added services,.which will become a fashion personality of life and make it a new profit-increasing point. Experience management was introduced into marketing practices by telecom operators. But the current applications got no obvious effects because they are relatively fragmented, and only in the early "Copy Stage".The dissertation aimed at study on Customer Experience Management of 3G value-added services. Based on the analysis of the customer experience management of telecom operators, this dissertation focus on the CEM of 3G value-added services, and discusses the specific implementation measures for the CEM of 3G value-added services. These provide the mobile carriers with definite ideas and methods in practicing the CEM of 3G value-added services.This paper comprises four parts:Firstly, the dissertation reviewed the relevant theories of CEM, including research theory of customers, customer value, customer relationship management (CRM) and CEM. Then this paper defined the concept of CEM, and structured the CEM's framework.Secondly, this dissertation analyzed of the CEM of telecom operators, including the background and industry solutions of CEM operators, and finally discussed to the current situation and the demands of CEM about China's telecom operators.Thirdly, structured the model of 3G value-added services' CEM, then a method with a chain associating service processes--contact points--experience demands--QOE(Quality of Experience) was given innovatively. Put forward multiple contact points based on the customer lifecycle theory, and based on the three experience demands including marketing service, business and network proposed 12 subclass experience demands in every subject, finally construct 29 indexs of QOE for different subclass experience demands.Lastly, an empirical research on CEM's model was discussed. Through the investigation of mobile internet service, validating the model with the sample data and calculating the index weights. Then it discussed the customer preference in 10 different experiencing situations, which was based on customer lifecycle, gender and ARPU.Studying on theories and methods of CEM of 3G value-added services can expand the research realms of current telecom operators' CEM, and remedy the gap of research on CEM of 3G value-added service. Moreover, the abstract concept of CEM was applied to the 3G value-added service can be developed into a set of management theories with practicability for telecom operators, with which operation domain will obtain great benefit in 3G times.