电信增值业务用户感知评估方法及模型探讨

Discussion on Telecom Value-added Service User Experience Evaluation Method and Model

增值业务作为电信运营商新的业务增长点和创收点,其用户体验的提升已成为一种迫切需求。用户体验评估方法关键点在于KQI/KPI指标及权重的确定。用户投诉数据真实反映了用户的体验需求,其投诉类型可映射为KQI指标,各投诉类型所占比例可以作为KQI指标的权重,同时对应地归纳出相应的KPI指标。因此,从电信运营商客服部门的用户投诉数据入手,可以归纳出一种可测量、可操作、可应用的电信增值业务用户感知评估方法和模型,这有助于电信运营商迅速找准短板,对影响客户感知的因素按重要程度排序,有步骤、有顺序地分配相应资源来提升客户感知,提升用户忠诚度。

User complaint data reflects user experience, and the proportion of user complaint type can be mapped to KQI. The proportion of user complaint type can be as KQI’s weight. At the same time, KPI can be summed up. According to user complaint data from telecom operators customer service department, one kind of methods and models was induced, which could be mea-sured, operated and applied, and was helpful for operator to identify the short board rapidly, sort the factors affecting customer perception by importance, al ocate resources to enhance customer perception in sequence, and enhance customer loyalty.