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在4G时代,客户的满意与忠诚更加重要,因而客户服务在电信运营企业市场竞争中的地位愈发突出,成为竞争优势的根本保证和集中体现。这是因为在流量经营时代,客户的个性化需求越来越多,对电信运营企业的产品种类和服务体系提出了更高的要求。在此背景下,如何以客户需求为导向,不断创新服务理念和模式,打造标准化、集中化的服务体系,构建以服务为重要内容的核心竞争力,便成为电信运营企业必须解决的重要问题。运用服务蓝图理论,为解决这一问题提供了很好的思路。
In the 4G era, customer satisfaction and loyalty are even more important. As a result, customer service becomes more and more prominent in the market competition of telecom operators and becomes the fundamental guarantee and focus of competitive advantage. This is because in the age of traffic management, more and more individualized needs of customers set higher requirements on the product types and service systems of telecom operators. In this context, how to take the customer demand as the orientation, constantly innovating the service concept and mode, creating a standardized and centralized service system, and building a core competitiveness with service as the important content have become important issues that telecom operators must solve. Using service blueprint theory provides a good idea for solving this problem.