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首页> 外文期刊>Journal of Telecommunications Management >Growing revenue and reducing churn:The case for service quality optimisation
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Growing revenue and reducing churn:The case for service quality optimisation

机译：增加收入并减少流失：优化服务质量的案例

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摘要

Across global markets, service providers are refocusing efforts on achieving exemplary customer service. The trend reflects the fact that, with intense competition resulting in broadly similar service plans and tariffs, delivering an exceptional user experience reduces the desire of subscribers to look elsewhere. Moreover, cultivating a brand that is recognised for service quality plays a lead role in attracting new customers. To enhance the customer experience successfully, service providers and vendors have developed new processes through service quality management (SQM), to measure and report service level performance. While SQM is a valuable process, Motorola believes it is vital that efforts to advance service quality are evaluated, not on technical metrics alone, but according to the experience received by the end user. Consequently, the company has developed a more focused version of SQM called service quality optimisation (SQO). SQO has three components. First, it measures and understands the root cause of problems impacting users (against predefined targets). Secondly, identified improvements resolve any issues. Thirdly, technical changes undertaken ensure the customer experience is improved. The process greatly improves subscriber satisfaction levels, prioritises capital expenditure (CAPEX) to where it is most effective, and seizes the opportunity to transform the customer experience into a key business advantage.
机译：在全球市场上，服务提供商正在将精力集中在实现出色的客户服务上。这种趋势反映了这样一个事实，即激烈的竞争导致大致相同的服务计划和资费，提供卓越的用户体验会降低订户寻找其他地方的愿望。此外，培育以服务质量而闻名的品牌在吸引新客户方面起着主导作用。为了成功地增强客户体验，服务提供商和供应商已经通过服务质量管理（SQM）开发了新的流程，以测量和报告服务级别的性能。尽管SQM是一个有价值的过程，但摩托罗拉认为至关重要的是，不仅仅根据技术指标，而是根据最终用户获得的经验来评估提高服务质量的努力。因此，该公司开发了一种更加集中的SQM版本，称为服务质量优化（SQO）。 SQO具有三个组成部分。首先，它测量并了解影响用户的问题的根本原因（针对预定目标）。其次，确定的改进解决了所有问题。第三，进行的技术更改可确保改善客户体验。该过程极大地提高了用户满意度，将资本支出（CAPEX）放在最有效的位置，并抓住了将客户体验转变为关键业务优势的机会。

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