MBA教育中心知识库

    在“服务竞争”时代，开展的是优胜劣汰的淘汰制。企业若想在这场战争中守住或争夺更多的市场份额，除非开辟一条创新出路，在红海中探求更深的蓝海市场。客户是企业的生命线，维系好客户，关注客户感知，做好客户关怀，就获得了市场资本，帮助企业在竞争中立于不败之地。随着用户维权意识的增强，消费观念的转变和通信服务需求的提高，加上携号转网工作的开展，中国电信LS公司发生用户离网流失现象，友商客户也有携转流入现象，这就对电信客户关怀服务提出了更高的要求。谁能做好客户关怀，保持客户留存度和忠诚度，谁就掌握了强大的竞争力。中国电信LS公司位于经济较发达的江苏省，市场竞争日益激烈，面临着较大的客户服务压力。做好客户关怀，提升客户满意度是眼下亟待展开的工作，是保持份额和收入稳步增长的基石。

    本文以中国电信LS公司为研究对象，旨在探究并提出新型客户关怀机制，以提升公司的服务质量和市场竞争力。研究采用文献分析法、问卷调查法等，对LS公司的客户关怀问题进行深入分析，并在此基础上提出改进方案。首先，本研究梳理了国内外客户关怀的研究现状，评述了现有研究的不足，并介绍了本研究的背景、目的与意义。其次，研究明确了相关概念和理论基础，包括客户关怀、客户满意度、客户关系管理理论等，为后续分析打下理论基础。在对LS公司客户关怀问题的调查分析中，本文指出了客户关怀实施中存在的问题，如客户细分不到位、客户需求掌握不足、关怀方式单一化等，并探讨了产生这些问题的原因。针对现有问题，本文提出了新型客户关怀创新机制的思路，包括客户细分管理、建立关怀APP、打造客户虚拟社区、运用人工智能技术等，以及为实施新型机制所需的保障措施。这些创新方法和保障措施旨在实现对智能关怀、健康监测等具体应用领域的突破，促进价值共创，超越用户期待，赢得客户信任。

In the era of "service competition", a Darwinian process of survival of the fittest prevails. Businesses desiring to maintain or capture a greater market share in this battle must carve out innovative pathways, seeking deeper into the blue ocean market amidst the red sea. Customers are the lifeline of a business; maintaining good relationships with them, focusing on their perceptions, and providing excellent customer care translates into market capital, enabling enterprises to stand invincible in the competition. With the growing awareness of consumer rights, shifts in consumption views, and increasing demands for telecommunications services, coupled with the implementation of number portability, China Telecom's LS Company is experiencing customer churn, while also observing the influx of customers from competitors. This sets higher standards for telecommunications customer care services. Those who excel in customer care and maintain customer retention and loyalty hold a powerful competitive edge. Located in the economically developed city in Jiangsu Province, where market competition is increasingly intense, China Telecom's LS Company faces significant pressure in customer service. Enhancing customer care and satisfaction is an urgent task and forms the cornerstone for maintaining steady growth in market share and revenue.

This paper focuses on China Telecom's LS Company, aiming to explore and propose a novel customer care mechanism to enhance the company's service quality and competitiveness. The study employs literature analysis, customer segmentation, and survey methods to conduct an in-depth analysis of the current state of customer care in LS Company and proposes improvement strategies based on these findings.

Initially, the research reviews the current state of customer care studies both domestically and internationally, critiques existing research deficiencies, and introduces the background, objectives, and significance of this study. Subsequently, it defines relevant concepts and theoretical foundations, including customer care, customer satisfaction, and customer relationship management theory, laying the groundwork for further analysis. In investigating the current state of customer care at LS Company, the paper identifies issues such as inadequate customer segmentation, insufficient understanding of customer needs, and a homogenized approach to care, and discusses the reasons behind these problems.

In response to these issues, the paper suggests innovative ideas for a new customer care mechanism, including customer segmentation management, the development of a care APP, the creation of a virtual customer community, and the application of artificial intelligence technology, along with the necessary measures to implement this new mechanism. These innovative methods and safeguarding measures aim to achieve breakthroughs in specific application areas such as Intelligent care, health monitoring, promoting co-creation of value, exceeding user expectations, and winning customer trust.