Customer Satisfaction Measurement And Strategy On Text Service Of XX Bank Call Center

In recent years,along with the continuous growth of China's economy and the gradual opening up of domestic financial markets,the related financial controls have been reduced.The competition in commercial banking is more and more fierce.The concept of "customer-centric" has gradually replaced the business philosophy of focusing on products without focusing on service.Under such circumstances,improving customer satisfaction is the most effective way to maintain the status of traditional commercial banks.In recent years,mobile Internet has been gradually emerging.From the traditional voice consultation service through telephone,people are more willing to use the mobile client to communicate with the bank's customer service department.As a window for the bank to serve customers and in order to comply with customer habits,call center adjusted the service mode.According to user's habits,they put forward SMS banking,WeChat bank,mobile banking and other online customer service channels.Customer and bank call center communicate with customers in the form of text.This paper will taking XX bank as an example with the aim to improve the customer satisfaction of XX bank call center.Based on customer satisfaction theory,invited XX Bank call center team of experts combined with the characteristics of text services,jointly established a set of customer satisfaction evaluation index system.First using AHP to determine the weight,and then the fuzzy comprehensive evaluation method is used to analyze the customer satisfaction of text services channels.According to the results of the analysis,this paper gives some suggestions on improving the customer satisfaction of XX bank call center.Firstly,this paper introduces the definition of customer satisfaction.It summarizes the definition of customer satisfaction in different periods and lists three different customer satisfaction models,which were put forward by foreign scholars.These are psychological based model,different expectations model and comprehensive satisfaction model.Then it introduces the definition of call center and the history of the development of call center at home and abroad.With the development of computer and internet technology,the service mode of call center has new changes,such as enterprise service model transferred from traditional telephone voice services to SMS,WeChat and other online customer service as well as the status of XX bank's text services.After the introduction of relevant concepts,Describe the purpose and principles of building a customer satisfaction index for a call center and the existing evaluation criteria of XX Bank's text channel.Based on the analytic hierarchy process model,the XX bank customer satisfaction evaluation system is constructed.From the customer service team leader,quality control department senior quality inspector and knowledge management department staff composed of 13 experts team.Using judgment matrix standard scale to score the importance of two or two factors at the same level in the indicator,then calculate the weight of each indicator.By applying call center resources,it researches customer satisfaction that used text channel service.The questionnaires were collected to form a fuzzy evaluation matrix.Finally,the index scores and customer satisfaction assessment results are calculated.Finally,based on the conclusion drawn from the evaluation,this paper proposes improvement strategies for XX Bank's text service from three aspects.Respectively,technical support strategy,personnel management strategy,knowledge management strategy.This paper consists of five parts.The first part is the background,significance and methods of the research.The second part introduces the theory of customer satisfaction and related documents,the concept and development of call center.The third part established XX Bank call center text channel customer satisfaction evaluation index,and using AHP to determine the weight of each index.The fourth part is using the fuzzy comprehensive evaluation method to evaluate XX bank text channel customer service.The fifth part suggest improvements to XX Bank's text service channels to based on the results of the evaluation.The last part is a summary and outlook for the future.