C市聯(lián)通營業(yè)廳運營管理的改進研究
發(fā)布時間：2018-10-29 10:47
【摘要】：經(jīng)過近十多年的規(guī)范管理運作，聯(lián)通營業(yè)廳已經(jīng)形成了一整套完善、規(guī)范的運營模式，從服務角度出發(fā)，規(guī)范運營，努力打造合適的運營體系。但隨著通信運營商重組工作的結束，3G牌照的發(fā)放，通信運營商競爭日趨白熱化，營業(yè)廳僅僅作為服務的窗口已經(jīng)遠遠不能滿足企業(yè)戰(zhàn)略發(fā)展的要求，營業(yè)廳轉型勢在必行。因此，近幾年，中國聯(lián)通啟動了營業(yè)廳從傳統(tǒng)的“業(yè)務受理”向“銷售與服務并重”的定位轉型，吹響了提升營業(yè)廳效能的號角，以提升“銷售的組織能力、環(huán)境的聚客能力、人員的銷售技能”為核心的營業(yè)廳“體驗營銷”銷售模式，在全國各地營業(yè)廳試行，新一輪營業(yè)廳運營管理規(guī)范化工作正在全面試點實施，各地營業(yè)廳正在逐步完善提升營業(yè)廳效能的管理體系。在營業(yè)廳轉型過程中，各地標準不一，如何在集團公司標準化運營的基礎上進一步提升營業(yè)廳各項銷售、服務能力，是各地營業(yè)廳管理者必須要改進、突破并最終形成本地運營管理規(guī)范必須要面對的問題。 本文以C市營業(yè)廳運營管理為例，結合部分試點營業(yè)廳的轉型成果，具體分析了目前營業(yè)廳運營工作中管理者遇到的問題，提出了具體的解決方案和實施辦法，重點在營業(yè)廳選址、現(xiàn)場管理、銷售組織、團隊建設、考核、培訓、人員激勵等方面，制定規(guī)范的流程和工作要求，為營業(yè)廳在轉型過程中提供參考，目的是在集團營業(yè)廳規(guī)范運營要求的框架下，，整理出一套符合本地特點的營業(yè)廳運營辦法。 在以往的營業(yè)廳管理中，都是將營業(yè)廳做為成本中心進行管理，本文的設計是將營業(yè)廳改造成利潤中心，一切以體驗營銷為主，從選址到促銷，從團隊建設到績效激勵，從培訓到考核，都是以客戶感知為主要出發(fā)點。在營業(yè)廳選址中，引入了打分的觀念，客觀上降低了人為干預的風險；在營業(yè)現(xiàn)場管理中，對營業(yè)員忙、閑時調(diào)整和復用進行了優(yōu)化，并單獨將客流量劇增引發(fā)的緊急事件制定緊急預案；對基礎管理工作進行了一定的提升，尤其是信息分析和反饋方面，設計了一整套模版，強調(diào)了客戶需求信息的挖掘，并設計了營業(yè)廳考核和評價的打分權重比例；對人力資源管理和績效管理進行了優(yōu)化，用于支撐體驗營銷體系，降低營業(yè)員流動率，進而降低人力成本。 通信市場競爭越來越激烈，運營商的營業(yè)廳作為企業(yè)與客戶溝通的重要紐帶，不僅作為企業(yè)形象宣傳的重要窗口，起到宣傳品牌、企業(yè)、產(chǎn)品形象，提升客戶感知的作用，同時在增加企業(yè)收入，擴展客戶規(guī)模，樹立品牌、競爭優(yōu)勢等方面的作用會越來越明顯。本文介紹的部分內(nèi)容已經(jīng)得到了實行和驗證，但還需要進行更廣泛的應用和探討，進而進行后續(xù)的補充和改進，營業(yè)廳轉型工作需要大量的數(shù)據(jù)積累和實踐，才能摸索出最適合當時背景的方案，達到最優(yōu)的效果。
[Abstract]:After more than a decade of standardized management operation, Unicom business hall has formed a set of perfect, standardized operation mode, from the service point of view, standardize the operation, and strive to create a suitable operation system. However, with the end of the reorganization of communication operators, the issuance of 3G licences, and the increasingly fierce competition of telecommunications operators, the business hall is far from being able to meet the requirements of the strategic development of enterprises only as a window of service, and the transformation of the business hall is imperative. Therefore, in recent years, China Unicom has initiated the orientation transformation of the business hall from traditional "business acceptance" to "both sales and service", and has sounded the horn to enhance the effectiveness of the business office, in order to enhance "the organizational ability of sales and the ability of gathering customers in the environment." The sales model of "experience marketing", which is the core of the sales skills of the staff, has been tried out in the business offices throughout the country, and the new round of standardization of the operation and management of the business offices is being carried out in a comprehensive pilot project. Local business offices are gradually improving the effectiveness of business management system. In the process of business hall transformation, the standards vary from place to place. How to further enhance the sales and service capability of the business hall on the basis of the standardized operation of the group company is a must for local business hall managers to improve. Break through and finally form the local operation management standard must face the problem. Taking the operation and management of the business office in C city as an example, combined with the transformation results of some pilot business offices, this paper concretely analyzes the problems encountered by the managers in the operation of the business offices at present, and puts forward specific solutions and implementation methods. Focusing on the business hall location, site management, sales organization, team building, assessment, training, staff motivation and other aspects, to formulate standardized processes and work requirements, to provide reference for the business office in the process of transformation, The aim of this paper is to arrange a set of local operation methods in accordance with the standard operation requirements of the group business hall. In the past business hall management, the business hall as the cost center to manage, the design of this article is to transform the business hall into a profit center, all to experience marketing, from location to promotion, from team building to performance incentives, From the training to the assessment, are to customer perception as the main starting point. In the location of business hall, the concept of scoring is introduced, which objectively reduces the risk of human intervention. In the business site management, the salesperson is busy, idle time adjustment and reuse are optimized, and the emergency incident caused by the sharp increase in passenger flow is separately formulated emergency plan; The basic management work has been promoted, especially in information analysis and feedback, a set of templates has been designed, which emphasizes the mining of customer demand information, and has designed the proportion of scoring weight of the examination and evaluation of the business hall; Human resource management and performance management are optimized to support the experience marketing system, reduce the turnover rate of salespeople, and then reduce the cost of human resources. The competition in the communication market is becoming more and more intense. As an important link between enterprises and customers, the business hall of operators not only serves as an important window for enterprise image publicity, but also plays a role in promoting brand, enterprise, product image and enhancing customer perception. At the same time, the role of increasing enterprise income, expanding customer size, building brand, competitive advantage will become more and more obvious. Some of the contents introduced in this paper have already been implemented and verified, but we still need to carry out more extensive application and discussion, and then carry on the follow-up supplement and improvement, the business hall transformation work needs the massive data accumulation and the practice. In order to find out the most suitable for the background of the program, to achieve the best results.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272.3;F626
本文編號：2297475
[Abstract]:After more than a decade of standardized management operation, Unicom business hall has formed a set of perfect, standardized operation mode, from the service point of view, standardize the operation, and strive to create a suitable operation system. However, with the end of the reorganization of communication operators, the issuance of 3G licences, and the increasingly fierce competition of telecommunications operators, the business hall is far from being able to meet the requirements of the strategic development of enterprises only as a window of service, and the transformation of the business hall is imperative. Therefore, in recent years, China Unicom has initiated the orientation transformation of the business hall from traditional "business acceptance" to "both sales and service", and has sounded the horn to enhance the effectiveness of the business office, in order to enhance "the organizational ability of sales and the ability of gathering customers in the environment." The sales model of "experience marketing", which is the core of the sales skills of the staff, has been tried out in the business offices throughout the country, and the new round of standardization of the operation and management of the business offices is being carried out in a comprehensive pilot project. Local business offices are gradually improving the effectiveness of business management system. In the process of business hall transformation, the standards vary from place to place. How to further enhance the sales and service capability of the business hall on the basis of the standardized operation of the group company is a must for local business hall managers to improve. Break through and finally form the local operation management standard must face the problem. Taking the operation and management of the business office in C city as an example, combined with the transformation results of some pilot business offices, this paper concretely analyzes the problems encountered by the managers in the operation of the business offices at present, and puts forward specific solutions and implementation methods. Focusing on the business hall location, site management, sales organization, team building, assessment, training, staff motivation and other aspects, to formulate standardized processes and work requirements, to provide reference for the business office in the process of transformation, The aim of this paper is to arrange a set of local operation methods in accordance with the standard operation requirements of the group business hall. In the past business hall management, the business hall as the cost center to manage, the design of this article is to transform the business hall into a profit center, all to experience marketing, from location to promotion, from team building to performance incentives, From the training to the assessment, are to customer perception as the main starting point. In the location of business hall, the concept of scoring is introduced, which objectively reduces the risk of human intervention. In the business site management, the salesperson is busy, idle time adjustment and reuse are optimized, and the emergency incident caused by the sharp increase in passenger flow is separately formulated emergency plan; The basic management work has been promoted, especially in information analysis and feedback, a set of templates has been designed, which emphasizes the mining of customer demand information, and has designed the proportion of scoring weight of the examination and evaluation of the business hall; Human resource management and performance management are optimized to support the experience marketing system, reduce the turnover rate of salespeople, and then reduce the cost of human resources. The competition in the communication market is becoming more and more intense. As an important link between enterprises and customers, the business hall of operators not only serves as an important window for enterprise image publicity, but also plays a role in promoting brand, enterprise, product image and enhancing customer perception. At the same time, the role of increasing enterprise income, expanding customer size, building brand, competitive advantage will become more and more obvious. Some of the contents introduced in this paper have already been implemented and verified, but we still need to carry out more extensive application and discussion, and then carry on the follow-up supplement and improvement, the business hall transformation work needs the massive data accumulation and the practice. In order to find out the most suitable for the background of the program, to achieve the best results.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272.3;F626
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