摘要
随着全业务竞争的加剧,用户体验逐渐成为电信运营商的核心竞争力之一,如何提升自身的竞争力并提高客户的忠诚度成为运营商关注的重要问题。客户体验管理是运营商可以利用的保持独特用户体验和提升客户情感上的忠诚度的有效工具,成为近年来许多标准组织、学术机构和企业的研究热点。
本文首先明确了客户体验的概念及其影响因素,并分析了在整个价值链上提供端到端的客户体验管理所涉及的多个协作者角色的作用；进而从单个提供商的视点对客户体验管理相关的eTOM过程进行了梳理。这些工作指明了客户体验管理的范畴,提供商可以在自身的体验相关的业务流程中,更加注重客户的体验需求,在尽可能少的资源代价下,获得客户体验的提升。
本文对接触点相关的理论进行了总结,并在借鉴传统服务质量管理领域的相关成果的基础上,根据电信服务自身的特征,确定了电信服务质量的评价维度。在这些工作的基础上,通过分析客户体验生命周期中与客户发生联系的接触点,设计了一套用于度量电信服务客户体验质量的指标,解决了客户体验可管理和可测量的问题。
全面的客户体验管理是一个跨学科问题,对于电信服务而言,In-service服务在99%的时间内影响着客户的体验质量,因此本文专注于In-service的客户体验的的评价,重点研究了业务指标权重映射方法。文中首先分析了现有指标权重映射方法的不足,进而提出一种新的确定电信业务指标权重的方法,减轻了单纯主观方法中对专家知识经验的依赖性,并降低了对数据获取的要求。该方法还解决了现有的客观方法不能适用于获取反映指标对客户感知质量影响关系的权重的问题。
另外,对于现有对感知质量的方案大都是针对具体的业务以及特定的算法,本文从系统应用的角度,给出了一种能够对多个业务进行评价和分析的解决方案,较好地适应了当前业务种类繁多以及快速变化的特点。
With the increasing competition, user experience is becoming one of the core competitiveness of the telecom operators. How to enhance competitiveness and improve customers'loyalty becomes a major concern of operators. Customer experience management which is a tool for operators to maintain unique user experience and to enhance the customer's emotional loyalty, has become a research hotspot of many standards organizations, academic institutions, and corporate in recent years.
This paper first introduces the concept of customer experience and factors could influence it. And then analyzes the collaborators who together to delivery an end-to-end customer experience management across the entire value chain. From the viewpoint of a single provider, the eTOM processes involved in the customer experience management are demonstrated. These work point out the areas of customer experience management. By setting up end-to-end APIs interacting with collaborators from the client layer, business layer to the resource layer, providers could implement end-to-end customer experience management. Paying more attention to the needs of the customer experience in the related business processes, providers can enhance customers'experience with minimal resource costs.
This article analyzes the contact points within the customer experience life cycle and designs a set of indicators used to measure the quality of customer experience, which makes customer experience manageable and measurable. It is worthy to understand that the various touch points involving in the intersection of multiple disciplines. Thus the methods used to measure the quality of service indicators on the various touch points are much different from each other. Related indicators of quality are not the same for different business. Especially, a specific service is needed to determine the appropriate indicators and methods of measurement for the in-service domain experience quality metrics.
Comprehensive customer experience management is an interdisciplinary problem. As the in-service services of telecom services affect the quality of the customer experience in99%of the time, this article focus on this aspect of the customer experience management, especially focusing on service index weight calculation method.
To avoid deficiencies of existing indicators weight methods, this paper proposed a new method to get the index weights of telecommunications services. Using combination of subjective and objective of methods, the method reduced the dependence on experts' knowledge and experience and solved the problem that the existing objective method is not applicable to reflect the relationship between the indicators and the customer perceived quality.
Besides, as existing researches on the perceived quality are mainly based on a specific algorithm as well as a single service, in this paper a solution to evaluate multiple services is given from the point of view of the system application, which can better adapt to current service's characteristic of rapidly changing.
引文
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