China Mobile Hong Kong
Research
In China Mobile Hong Kong, all of the new mobile service users are required to apply the account to register a post-paid phone service, and get a new SIM card thought the retail shop. Most of customers are going to choose the contract offers, it is ensure to enjoy the mobile service in standard price. After the contract period, the staff will offer a new to the customers discount by the phone call. In fact, a few customers will check or care about the mobile service information when they still enjoy the contract discount.
Each medium of communication has its own set of characteristics which will influence how they fit into company. This research was used different ways to make and found that different groups of users had different wants, each of them may have any types of requires and suggestions.
Firstly, phone calling is a one of the best way to build up a communication. Most of the Hong Kong users are busy in daily life because of use phone calling is a suitable way to receive the information directly. Before decided to use this method, it have considered sending out the SMS message to invite the customers for making a phone interviews with them. However, it is not suitable for the non-active users or a part of users. They maybe cannot receive or understand the meaning and do not collect all the useful opinions. Also, some of the users were not easy to take a time for a face to face interview. It seems that the phone calling interview is a best way for the users to take the services from CMHK. For the users that cannot contact, the China Mobile Hong Kong staff were decided to call them back in active way and ensure that most of the customers could be invite to join this phone interview.
From the record of phone conversation, it found out that most of interviewees usually using the hotline service, such as any enquire about their services. Apart from the customers are interested in using the new CRM system which is running in the internet, they also think that the system can be replacing the traditional customer relationship system and they are fond of those functions, for example, hotline and retail shops. They were also considered to review the personal information and continue their contract offer by using the system.
By using the phone calling which is a way to listen comments and