电信服务接触点分析及其应用建议

Discussion of Telecom Service Encounter

电信客户对服务的感知来自与服务的接触过程,对过程中的体验与感受成为客户满意和忠诚的关键。文章从电信服务接触点的基本概念特征入手,以电信运营商典型服务渠道营业厅为例进行分析,指出运营商业务/服务与接触点、用户需求五阶段相互对应关系,在此基础上提出相关改善服务接触关键点提升客户感知的相关建议。

Customer perception of telecom services comes from the process of the service encounter, and the experience and feeling are the key to customer satisfaction and loyalty. This article firstly analyzes the characteristics of the basic concepts about service encounter point. Then it points out the corresponding relation between the services and encounter points and the five-stage user demands. On the basis of above analysis, it makes suggestions on improving key service encounter points to enhance customer perception.