Study On Service Value Enhancement Strategy Of Telecom Operators

As the scheme of the third recombination of China telecommunication industry, new competition pattern is forming. The three telecommunication industries, China Mobile, China Telecom and China Unicom are standing in the new starting line. But under this new situation, it is not only various opportunities brought by full-service operation that various operators are waiting for, but more of competitive difficulties brought by homogenous business and service. Under such circumstances, how to increase core competence of telecommunication enterprises and make them gain superiority under new competitive situation? This paper makes discussion from the perspective of customer experience management and develops research on service value enhancement strategy of telecom operators by taking China Telecom as an example.This paper mainly studies on problems in several parts below:1. Necessity of telecom operators’ dependence on customer experience management to enhance service value under current status of market in China. With further aggravation in competition in telecommunications, and further increase of customer demands and experience requirements, customer experience management has become a necessary weapon for telecom enterprises to increase competitiveness.2. Current status of customer service and analysis of major problems of China Telecom. Currently, although service quality of various channels of China Telecom has shown some improvement, on the whole, it falls short in aspects of customer service awareness and customer experience perception, which requires to further impel service transformation of "Customer-oriented" so as to make preparation for promoting enterprise service value.3. Proposal and expectation of service value enhancement strategy of China Telecom. This paper proposes systematic pyramid strategy to enhance service value aiming at service status of China Telecom, extracts specific implementation measures from three stages, attract customers, develop customers and keep customers, and then makes further expectation of service value enhancement work of China Telecom.This paper draws a conclusion that if telecom operators want to achieve the goal of promoting service value, they have to use relevant strategies of China Telecom for reference so as to consolidate the service basis and realize customer experience-centered value transfer and collaborative situation in the enterprise, and finally reach enhancement of service value by miraculous blending of marketing value into service. If in the near future, telecom operators can learn from excellent Internet enterprises actively, set up customer experience lab, normalized and systematic customer service experience and evaluation cooperation system, and guarantee timely and continuous improvement of customer perception and service quality, enterprise service value will gain great enhancement.