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NPS(客户净推荐值)是近年来被各方普遍关注的一种客户满意度调研方法,在国际上已经有比较广泛的应用。作为国内规模很大的省级移动通信运营商之一,中国移动广东公司(以下简称广东移动)近年来一直采用基于ACSI的传统满意度调研方法。随着移动互联网的快速发展及用户消费习惯发生变化,为深入研究客户忠诚度,广东移动引入NPS进行客户调研,通过数据分析,研究两种客户调研模式的差异性以及各自的优势和不足。笔者通过广泛调研发现,NPS整体趋势与标准满意度调研具备强相关性,能更好地体现客户忠诚度和选择倾向,对制定企业后续策略具有重要意义。
NPS (Customer Net Recommended Value) is a survey method of customer satisfaction that has been paid close attention to by all parties in recent years. It has been widely applied in the world. As one of the largest provincial-level mobile communication operators in China, China Mobile Guangdong Company (hereinafter referred to as Guangdong Mobile) has adopted the traditional satisfaction survey method based on ACSI in recent years. With the rapid development of mobile Internet and changes in consumer spending habits, in order to further study customer loyalty, Guangdong Mobile introduces NPS for customer research. Through data analysis, it studies the differences between the two customer research models and their respective advantages and disadvantages. Through extensive research, the author finds that there is a strong correlation between the overall trend of NPS and the standard satisfaction survey, which can better reflect the customer loyalty and choice tendencies, and is of great significance in formulating the follow-up strategy of the enterprise.