移动业务营销投诉溯源能力及流程机制浅析

Analysis of Traceability and Process Mechanism of Mobile Business Marketing Complaints

2020年疫情爆发后,客户对于移动通信业务投诉量出现异常攀升。投诉问题的解决、投诉量的压降是一个系统工程,除了更好解决投诉问题本身,亟需有效提升投诉问题处理效能,构建系统化溯源能力和溯源机制以快速定位产品问题、快速迭代优化尤为重要。为了快速定位营销产品问题,实现“处理一个投诉、解决一类问题”,减少同类服务问题重复发生,通过充分应用客户关系管理CRM系统中业务办理数据,辅助实现营销投诉数据信息结构化,持续优化客户投诉的营销产品标记能力,从实现对业务营销投诉全路径支持,进一步实现对业务办理渠道识别,从而提升营销投诉关于产品和办理触点的溯源能力,推动需要提升处理效能问题点、业务问题点和不规范办理点的及时发现,长效解决客户投诉问题。

After the outbreak of the epidemic in 2020,due to the home life and working mode of customers and front-line employees,dependence on mobile communication services and some non-standard marketing behaviors have occurred from time to time,resulting in an abnormal increase in the number of complaints.The mitigation of complaints and the reduction of complaints is a systematic project.In addition to building a systematic traceability capability and traceability mechanism,it is necessary to improve the efficiency of complaint handling and solve the complaint business problems themselves.To solve such problems,we optimized the marking ability of marketing products,supported the full path of business marketing,and further realized the identification of business processing channels,thus improving the marketing traceability ability.Traceability is always the basis for a long-term solution to complaints,and the key and major driving force for finding problems that need to improve processing efficiency and business problems.