中国移动营业厅服务触点管理及服务全景图构建摘要服务对于企业来说，起着关键性的作用。企业也越来越追求顾客满意度的提高。尤其像营业厅这样的地方，顾客对营业厅服务期望也越来越大。为了让客户在营业厅内的各个触点环节留下好印象，通过对各接触点的细致服务，全面改善与提升顾客服务体验。本文以中国移动彭山中心营业厅为例，从客户触点管理、员工触点管理、环境和设施触点管理三个方面去总结和提出改善措施。对各个接触点进行科学、合理、有效管理，让客户在与营业厅进行接触的时刻保持愉悦的体验，才能使整个服务和营销过程成为"增值"过程，从而赢得客户满意。关键词：中国移动营业厅触点管理客户满意目录摘要..........................................................................31.绪论........................................................................61.1研究背景..............................................................61.2研究意义..............................................................62.客户触点管理................................................................72.1信息沟通..............................................................82.1.1相关理论综述....................................................82.1.2营业厅信息沟通概要..............................................82.1.3中国移动与有效沟通7C............................................92.1.4信息沟通与顾客满意度...........................................102.2询问与引导...........................................................112.2.1相关理论综述...................................................112.2.2询问与引导概述.................................................122.2.3询问与引导的重要性.............................................122.2.4增加服务人员...................................................132.2.5提高服务人员的意识.............................................132.2.6提高客户的满意度...............................................142.2.7对服务人员进行内部营销.........................................152.2.8服务人员客户满意度指标管理与提升...............................152.3客户关怀.............................................................152.3.1相关理论综述...................................................152.3.2询问和引导.....................................................162.3.3等候关怀.......................................................172.3.4办理关怀.......................................................172.3.5办理结果关怀...................................................182.3.6客户抱怨与客户投诉.............................................183.员工触点管理...............................................................193.1接待区...............................................................193.1.1相关理论综述...................................................193.1.2接待区员工接接触点详述.........................................203.1.3化人流为客流—门童.............................................213.1.4防止客流流失—迎宾、前台及引导.................................213.2等候区...............................................................223.2.1相关理论综述...................................................223.2.2等候区员工触点管理.............................................233.3体验区...............................................................243.3.1相关理论综述...................................................243.3.2体验区触点管理分析.............................................273.3.3体验区触点管理实施..............
