NN City Telecom Customer Complaints Analysis And Improvement Strategies

The post office, which was previously a monopolizing communication operator, has been divided into China Telecom, China Mobile, and China Unicom communication, which compete each other nowadays..As service enterprise, these Telecommunication operator’s theory and standard of service are beyond most of the analogous enterprises However, the customers adopted a deeply prejudiced attitude on the operators, felt unsatisfied and then complained on the services of operator, because of the monopoly history and high expenses of the operators. Although experts have devoted much efforts to study the issue concerning the handling of customers’ complaint to reduce the complaint rate and increase satisfied degree of customers, I state that it is more important to know exactly the appeal of customers, and the reason inducing the complaint of customers, in comparison with the handling of complaint. In this article, I differentiate the complaint management and complaint handling, and suggest that the complaint can be managed, from the point of view of service and customer management. In this point of view, I analyze in depth the complaint phenomena in the NN branch of China Telecom in different products and times, by means of data analyzing, telephone interview, face-to-face interview, and so on. Among the complaints, the major ones are the quality of broad band network, the error resolution of broad band network, the terminal unit of CDMA, the usage of wireless network, and the controversy in the expense of CDMA mobile. From the point of view of customers’ feeling and expectation, I introduce the concept of preposition service, analyze the origin of complaint and the real demand of customers, and discuss the how to improve the countermeasure and realize the countermeasure basing on the proposition service. I organized the specialized workgroup and realized the countermeasure one by one from July, and have achieved the goal that reduce the complaint rate in NN branch of China Telecom, encouraging our confidence to take the next step to study the countermeasure and the corresponding realization.