The Research And Application Of Customer Effort Score In Customer Service System Of GMCC

China’s telecom industry restructuring has been three years, how to maintain goodstock of customers and how to explore new resources is still important work of majoroperators.Facing the new situation, carrying out continuous improvement of customerservice is very important for major telecom operators. The basic customer service goal isto enhance customer satisfaction and loyalty. Customer loyalty is the guarantee ofachieving customer repeat purchase. Loyal customer is a source of competitive advantage.Customer loyalty is considered to achieve long-term corporate profit growth means. Withthe changing market situation, market competition has become white-hot. As everyoneknows, one of the important factors to retain customers and attract customers is customerservice. And with the consumer awareness rising, the demand for services and desire areexpanding. Therefore the work of customer service is one of the important links in theentire market system.Customer paying too much effort is an important factor that affecting customerloyalty. To effectively enhance customer loyalty, it is need to reduce Customer EffortScore and it is need to help customers solve the problem quickly and easily. To increasecustomer loyalty and to improve the enterprise’s core competitiveness, the author hopes tocarry out the research and application of customer effort score in customer system ofGuangdong Mobile. In this study, the three major predictors of customer loyalty arereviewed, including customer satisfaction, net promoter score and customer effort score.Summary of customer loyalty is the theoretical foundation of the research and applicationof customer effort score in customer system of Guangdong Mobile. The author analyzedthe actual situation of domestic research and application about index of Customer EffortScore and used the index of Customer Effort Score for customer service system ofGuangdong Mobile systematically. The author discovered the existence of customer effortscore in customer service system of Guangdong Mobile. Specific operating strategy wasmade and customer effort score was reduced.