全业务和3G运营对我国电信运营商的服务能力提出了更高的要求,提供一致性、差异性和便捷性的服务,已经成为留住客户的主要手段。接触点作为客户和电信企业接触的临界点集合,在传播企业文化和各类业务信息的同时,还将客户的各种信息与需求反馈到企业内部。对接触点一致性实施有效管理,可以实现客户的维系与增长、企业品牌价值传播的一致及企业形象的维护,从而增强对客户的把控能力,最终赢得客户的满意与忠诚。 Full-service and 3G operations put forward higher requirements on the service capabilities of telecom operators in China. Providing services with consistency, diversity and convenience has become the main means of retaining customers. As a point of contact between customers and telecom companies, contact points spread corporate culture and all kinds of business information, and meanwhile, they feed back various information and needs of customers into the enterprise. The effective management of the contact point consistency can achieve customer retention and growth, consistent corporate brand value dissemination and corporate image maintenance, thereby enhancing customer control and ultimately winning customer satisfaction and loyalty.