In 2014, KT Corporation, one of South Korea’s leading telecommunications companies, successfully mapped each point of a customer’s interactions with the company. This was done by a team whose function was to identify customers’ pain points, known as critical quality parameters. The customers’ experiences were clustered into key areas of contact and customer satisfaction in each area was assessed, allowing quality innovation to be experience-based. Identifying customers’ unmet needs and developing innovative solutions were already leading to dramatic improvements in customer experience. However, more work needed to be done, especially in encouraging staff to take actions for improvement.
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