A Study On The Improvements Of Business Operation Modes In JM Company

The restructuring and revolution in telecommunication industry is undergoing atough period in China. During the transition from2013to2014, the Ministry ofInformation Industry modified policies with regard to regulatory and license granting inthe telecommunication industry in order to achieve further marketization. As thecompetition in this industry is vigorous, the ability to provide exceptional customerservices becomes the key success factor. The Jiangmen (“JM”) branch of China Telecomconducted a project to review the current system and to test new concepts in improvingcustomer services.This thesis summarized the findings in this project. Firstly, JM branch identifiedthe existing issues noted in customer service level and performed statistical analysis totest the impact on efficiency. Secondly, JM branch introduced two innovative conceptsto improve customer satisfaction: shopping cart and going paperless. Shopping cartallows customers to select the products and services, review and modify their selections,and purchase the products and services selected. The benefits of introducing theshopping cart concept are to reduce human labor required in data entry and errors thatmay be caused by manual entry. Going paperless refers to collecting customers’information and corresponding with customers electronically. Instead of providing papercopies, all correspondences such as sales and purchase agreements are sent to customers’email addresses. The electronic will serve as official documentation and will replace thetraditional paper receipts. Based on JM branch’s statistical analysis, the concepts ofintroducing shopping cart and going paperless appeared to optimize the efficiency incustomer service. JM branch used project management while implementing these newconcepts by breaking down the responsibilities in details and assigning theresponsibilities to the designated personnel. Internal administrative and communicationsystems were established to ensure the implementation of the project, and to facilitateperiodic feedback and review in order to assess the viability of the project. According tothe test results, the processing and wait time in customer service level were greatly reduced and customer satisfaction was significantly improved. The research result of thisproject can be used as a reference material for other similar projects in thetelecommunication industry.