Proposal for Unicom Qingdao

In: Business and Management

Submitted By gordonqd
Words 712
Pages 3
关于中国联合网络通信有限公司在青发展的建议
青岛大学经济学院 王一人

一、总论
中国联合网络通信有限公司青岛分公司(以下简称青岛联通)成立于 2008 年 10 月 15 日, 但其起源于 1893 年,116 年以来服务于青岛市民,可谓历史深厚。观其历史,青岛联通本 应在青通讯市场占有绝大多数市场份额与最高的服务质量口碑, 可是现实却并不如此, 不禁 令人感叹。在 2009 年 9 月 28 日正式开通商用 WCDMA 网络之后,青岛联通面临着新的市 场机遇;在本文之中,笔者以一个用户的角度,同时又从市场观察者的角度,对青岛联通当 前面临的机遇与存在的问题进行分析,希望青岛联通在 3G 时代引领岛城市场。

二、关键的问题
1. 网络与信号 众所周知, 网络覆盖是一个通信企业的经营之本, 如果网络质量和信号覆盖不如人 意,即使有再好的营销,也是徒劳的。经过第 15 期与 16 期的网络优化,青岛联通的 GSM 网络覆盖已经相当优秀,不论通话质量还是短信延迟,均优于中国移动通信有限 公司青岛分公司(以下简称青岛移动)的 GSM 网络;但是,因为我们的数据网络仍然停留 在 GPRS 阶段,而青岛移动是 EGPRS(EDGE),之间速度差距至少在 5 倍以上,所以在 当今这个“移动数据服务就是未来”的形势之下,用户感知不及青岛移动。另外在校园 之内,GSM 网络因为话务压力过大,高峰时段会出现接通率下降,对方听不见声音等 情况,如果无法及时解决,会严重影响用户体验与网络声誉。 与此同时, 室内覆盖不足也是一个非常明显的问题, 在我上课的青岛大学西教五博 远楼里,部分教室和厕所信号不佳。不要以为厕所的信号覆盖可有可无,细节最能体现

出一个企业的服务质量, 反过来说在同学们的口中, 青岛移动的优势可以这样来诠释 “连 厕所都无缝覆盖了,还有哪里会没有信号呢?” 3G 信号覆盖,是最后一个突出的方面;城区部分区域 3G 网络仍然存在对方听不 见声音的情况,大学校园以及高层建筑内的室内覆盖,我的教室 3G 信号始终不佳,以 及郊区覆盖欠缺。 在我家所处的即墨市环秀办事处后东城村腾达海绵有限公司附近, 一 点信号都没有,但往西步行 30 米即有 1 格的信号,往东南北三个方向步行不超过 100 米也能接收到 3G 信号,我跟同学开玩笑说“我家同 3G 的距离只有 30 米” 。同样,青 岛联通离优质网络的距离也只有这短短的 30 米。 2. 前台服务水平 青岛联通的另一个短板便是前台服务人员, 前台服务人员对业务不熟悉, 办理业务 缓慢,为了避免发生错误从而拒绝给客户办理业务,都是相当突出的问题,非常影响客 户感知。 前台服务人员是服务企业面向客户最直接的窗口, 如果无法在短时间内改善前 台业务水平,青岛联通将在市场发展中坐失良机。 3. 10010/10060 服务人员 客户服务热线的客户服务代表业务水平不高, 业务熟练度不高, 同样影响客户的服务体 验, 因为客户服务热线是客户同服务企业接触频率最高的部门, 用户不可能遇到一点小 问题就去营业厅咨询/解决,他们首选的方法便是致电客户服务中心;毫不忌讳的说, 青岛联通的客户服务热线是青岛联通向客户提供的所有服务之中最大的败笔, 请看以下 真实的例子:  致电 10010 询问本人使用的新势力卡如何办理国际漫游业务的问题时,客户服务 代表首先便给出了“开通国际漫游功能需要交纳保证金 800 元,同时需要开通国 际长途功能再交 800 元保证金,合计 1600 元”的错误答案;其后又告知笔者新势

力品牌无法开通国际漫游与国际长途功能, 这也是错误的信息, 最后客户服务代表 建议作者去青岛联通营业厅再行咨询, 等于是完全没有解决这个问题把问题推给了 营业厅。  致电 10010 投诉本人使用的 186 号码连续几天未收到手机上网流量提醒短信的问 题时, 客户服务代表先是愣了一段时间然后又反问作者 “请问什么是手机上网流量 提醒?”这令人实在是啼笑皆非。  致电 10010 咨询本人使用的 186 号码可以叠加什么样的短信套餐包,客户服务代 表回答 “目前 3G 用户不能叠加短信套餐包” 同时笔者在 , 有 3 档短信套餐包可供 186 用户选择。  致电 10010 咨询朋友的 156 号码能否办理转网 3G 业务,客户服务代表告知现网 用户不能转网 3G 并选择 3G 套餐,而事实上每月 25 日之前各营业厅均可受理现 网 13x/15x 用户转网 3G…...

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