Jim Yan - ContactCenterWorld.com Blog
For the existing customer base, it’s best practice to adopt the CPC(cutomer/product/channel) operation principle, group the customers to build differentiated customary service strategies, improve customer experience, enhance customer loyalty by emotion and interest, perform the ever-going customer operation.
1 customer grouping: proper detailed grouping of the existing customers is the base of devising service strategy. Take advantages of the scientific reasonable customer value grade system to evaluate customers so as to implement the preservation policies of discount bargains etc. and to pinpoint the marketing recommendations.
2 differentiate products and services
(1)roll out customary packages: implement compatible packages to different customer groups.
(2)layer services: provide more value-added services to medium-to-high-end customers to improve customer feeling, such as more rapid solving speed, more power to enquiry launch.
(3)elevate costs of transformation:
1)thru the way of first-charge-then-return, improve customers’ feelings, meanwhile, elevate the financial costs of change.
2)build communication platforms between reps and customers such as online community, organize and invite customers to community activities to enhance customers’ recognition and the emotional tie between customers and brands, elevate the relationship cost of change.
(4)provide personal value-added services to improve customers’ feelings
1)construct a reasonable, effective and attractive platform for accumulating scores, which can be used to exchange for useful items including communication fees.
2)provide 3A services system to VIP customers, including network service, customer service and additional services(community construction, business alliance, quick-boarding, special magazines for group customers, etc.).
3)provide services of gold-card and business trips to strengthen the bond with customers so as to sharpen the competitive edge.
4)design the customer-centered service products, speed up the design to realize the simultaneousness between the responding to customer requirement and the channel promotion.
(5)offer customers ways to obtain social-belonging senses
1)establish the brand club, organize colorful activities for high-value customers, form the social life circles to enhance the stickiness with the high-value customers.
2)collect and propagandize the stories of relationships between customers and brands.
(6)implementation of the mechanism of customer revisiting: make outbound calls to customers having been interacted with before, collect advice to improve services.
3 improve customer experience of all channels
(1)perfect construction of “2W”(short for Weibo and Wechat): target Weibo(Chinese counterpart of twitter) to brand propaganda and activity promotion, target Wechat(an OTT app used for instant communication) to function support for most commonly used transactions such as the business enquiries and queries. Shunt the manual call volumes by developing the self-service E-channels so as to realize the call value enhancement.
(2)function uplifting for app: focus on customers’ core concerns suchas network complaints, fee complaints, connect different departments to resolve the top5 altogether.
(3)display hottest business first: display the top20 business names in the ranking on every E-channel, stimulate customers to follow the crowd to contribute to the whole business growth.
Publish Date: January 8, 2014 6:49 AM
On December 4th,2013, the ministry of industry and information of China issued the 4G licenses to the three telecom operators, indicating the telecom of China enters into the 4G era officially.With much higher speed of uploading and downloading than the previous 3G, there comes a necessity for a tweak for services strategy accordingly. In a nutshell, Guangdong Mobile (the biggest provincial branch company of China Mobile) will adapt thru the “4PS” strategy model (promotion/price/product/place/supreme service).
1 wide promotion: establishing a multi-channel, three dimensional promotion mechanism
(1) newly-emerged OTT channels: for generation Y, the OTT lightweight channels such as apps, Wechat, Sina Weibo(Chinese version of twitter) will be provided. By organizing online drawing, quiz to attract potential customers, highlighting the star terminals and bargain packages in the ads, stimulate the willingness to participate and make a purchase from the customers.
(2)traditional channels: for the traditional “Tuhao”(upstarts) group, organize more offline promotion campaign, attract potential customers through onsite experience, intensive bargain packages.
2 proper pricing
(1)newly-joined packages: for the new subscribers of Guangdong Mobile, the dedicated customized bargain package will be offered, including huge complementary volume and minutes of call, ensuring a better bargain than our main competitors for the same product.
(2)appropriate package fee: in correspondence with the specific customer group, profuse combination of packages are delivered, and reps can recommend the most suitable package to customers as the system notifies clearly, ensuring the proper use of resources.
3 better products
(1)coverage and stability of 4G network: enhance the coverage and stability of 4G network, deliver smooth service experience, strengthen the customer feeling.
(2)star terminals: Apple and China Mobile finally reached an agreement of churning out the customized iphone for China Mobile. Based on the collaboration with other elite equipment corporations such as Apple and Samsung, provide more star terminals to establish links with customers, hence improve the customer loyalty.
4 handy channels
(1)perfect functions of E-channels: operate on the Sina Weibo channel to make it a sharp tool for promotions and propaganda; perfect the Wechat platform to make it a best handy self-served channel for commonplace transaction handling and enquiring. By operations of various E-channels, shunt the overall inbound calls so that to improve the manual call values.
(2)ensure consistency of service marketing: connect manual and the diversified E-channels, cover the potential customers via multi-interfaces and various encounter points, ensure the consistency of standards of service and marketing and experience among all channels.
5 supreme service
(1)special seats service: establish 4G special seats, provide green channels, implement dedicated service strategies, gather info of 4G customers thru data mining on the previous encounters, analyze customer requirements, perfect the operation strategy in the process gradually.
1)customer side: learning from Apple and Samsung, construct 4G experience zones in the major service-halls, provide all kinds of China Mobile customized 4G terminals, deliver an indulging experience for customers. Enhanced with professional service staff’s illustrations, achieve an effect of spreading by word of mouth.
2)reps side: set up 4G experience corner within the company, and incorporate it into the hands-on section of the 4G training, help reps know more about 4G first-handedly, enhance the problem-solving skills of reps.
(3)take the lead: compare the service strategies with the main rivals in the market, adjust accordingly to get the service edge always.
To sum up, as a fresh area, the operation strategies of 4G needs to be deeper explored in the practice and improved gradually. Centered around the above “4PS” model, it’s for sure Guangdong Mobile will rise to the challenge of the new era.
Publish Date: January 8, 2014 1:32 AM