China Mobile ES Branch Customer Satisfaction Promotion Strategy

In recent years, the global mobile communication has developed rapidly, and the market’s competition has growed strongly, the mobile communication market in China has been keeping the supernormal and rapid momentum of the development. In May2008, the third time telecommunication industry was restructured, six telecom operators for three whole business combination of business communication enterprises, China Unicom, China Telecom, China Mobile, have gone the "three kingdoms tripartite confrontation" era. With the structure and the technology changed, and the service platform built,and all kinds of conformity advanced,all the service have began.Each operator begin to rival each field penetration to reduce the gap day by day. Business gap homogeneity competition is more and more obvious.From the existing communication penetration to see,the future new users growth will slow down.And the race for customers and retain is more intense.Increasing customer viscosity has underlined, the importance of the ascension of the customers’ satisfaction has became the key to build dynamic competitiveness. In order to achieve the company’s sustainable healthy development, remian the mobile communications market leading position, it must adhere to the customer orientation, realize the leading service strategy, pointed to improve service quality, improve customer satisfaction. This paper will combine practice with theory, and will more deeply to study how to improve the satisfaction of the customer.This paper firstly introduces the environment of the China mobile in the competition, the background and the purpose, that determine the research paper’s value, research’s methods, and this study of relevant theoretical basis. Secondly, introduces general situation,the satisfaction of customers,the branch of China Mobile which named ES present situation.From the problem hasn’t be sloved in long range which happende during improve the satisfaction of the customer there is old service system and the key customer’s satisfaction isn’t very good and the hot focus and so on problems to build the new tactics.The satisfaction various commercial process problems and analyzes the reasons. Then according to the above theory guidance, put forward the integrated mobile company ES satisfaction enhancement system construction and implementation method, on ES mobile company customer satisfaction strategies of creative design and described.