Research On The Management Strategy Optimization Of Small Group Customer

After entering into the 3G era,global operators are stepping into a strategic transformation.In the process of the transformation,group customer is the top priority.The three operators including China Telecom,China Mobile and China Unicom have a fierce competition for important group client.Along with social economy development,the share of small and micro group customer is becoming larger and larger.While the share of important group customer stays consistently,the competition for small and micro group customer determines the share of market in the future.In order to attract and stabilize small and micro group customer,domestic operators introduce the model of group agent to maintain clients.But the situation of small and micro customer is not ideal and many of the customer would churn every month.In addition,operators have problems with managing agents,which lead to the negative attitude toward work.For the three operators,the share of market is always the priority of work.Therefore,how to improve the ability of maintain and manage small and micro customer has become one of the most important work.Currently,the small and micro customer from the communication service operator named A is maintained by the elementary service agents.However,they do not have enough capacity to support all the small and micro customers,which causes most of the customers cannot get desirable maintenances.The main problem might come from management of agents like resources distribution,payment of remuneration and so on.This situation,to some extent,causes agents do not carry out the work actively,recruit employees,maintain and freeloading.At the same time,problems do exist with allocating small and micro customer to agents:some agents with qualified employees do not get resource while the others without qualified employees acquire enough resource.This passage discovers the problems in work maintaining customers by analyzing the current situation about how Operator A maintaining its customers.And then search for the causes of the problems and propose the solutions.In addition to improve the mode of work,the main solution is to optimize the management of agents in order to change undesirable situation in the process of solving the problem.It includes the introduction of agents and mechanism of selection,which could guarantee the perfect agents team and quality of work.Meanwhile,we should analysis two aspects of the agent evaluation system:customer retention and marketing developing in order to rationalize indicators for performance check.This would make sure the agents of Operator A would have something to do and a goal to achieve.And,resolve the dissatisfaction and contradiction about the evaluation of performance according to the difference about assessment of the quality and quantity of agents.Based on the situation of carrying out the work,allocate the resources in cycle and increase motivation to perfect the maintenance.At last,improve the unreasonable aspects of current salary system and move the focus of payment from customer retention to market development.Improve the current undesirable situation by optimize the management strategy from carrying out the work to internal management.