On May 12, 2022, the State-owned Assets Supervision and Administration Commission (SASAC) organized and released the 2022 ** Enterprise Brand Building Capability List, and China Unicom ranked fourth among 97 central enterprises and first in the communications industry.
As a central enterprise, why has China Unicom been recognized by the majority of users?
Behind such achievements, what efforts has China Unicom made?
In today's issue, we tell the secret behind China Unicom's "service with heart".
China Unicom has been recognized for its good reputation, let's start with some service cases.
For example, a user in Tianjin's Cuishuiyuan community wants to improve the quality of the network, but is worried that his pet dog will damage the network cable. In order to solve this problem, China Unicom's engineers adopted the construction method of ** optical fiber, using 1 mm FTTR ** fiber, by heating the hot melt adhesive on the surface of the optical fiber, the optical fiber is hidden in the corner of the wall, which is not easy to be noticed.
User feedback: "Because I have a pet dog, the bright wire is always bitten by it, and now the ** optical fiber installed by Unicom for me, people can't pay attention to it, let alone pet dogs."
In terms of service details, in addition to taking care of home users, China Unicom.
It is also actively attacking in supporting small and micro enterprises.
China Unicom has packaged three basic needs services, including broadband, surveillance, and cloud services, to provide merchants with a convenient and intelligent package of services.
For example, in the Tianjin Perfume Garden Community, China Unicom installed cameras for the beauty and nail salons of the bottom merchants, and Zhijia engineers came to take care of them. The owner of the shop spoke highly of this service: "The service provided by Unicom not only provides stable and high-speed network use, but also comprehensive coverage, and problems such as network, monitoring, and mobile phone numbers are solved at Unicom at one time, saving the trouble of running around." ”
Behind the various convenient services that go deep into the community, it comes from China Unicom's experience in enterprise services.
Taking Tianjin Minmetals Building as an example, the building currently has nearly 400 enterprises settled in, covering the fields of **, logistics, technology, hotels and other fields, and China Unicom provides services for more than 60% of its customers.
In the process of serving Minmetals Building, China Unicom has solved the problem that the property walkie-talkie is often disconnected and the inefficiency of **WeChat** messages, and has introduced cluster communication products and services to realize the instant communication of property personnel, which is not limited by distance, and can be used in a pair.
One-to-many call scheduling.
For Ningbo Guohua International Freight *** Tianjin Branch, a customer of Minmetals Building, China Unicom provides a set of exclusive communication solutions according to its frequent international call needs, and at the same time provides the entire number segment for the company's management. These services have been highly trusted and praised by customers.
Of course, China Unicom's services aren't just limited to cities.
In Xiong'an New Area, Hebei Province, China Unicom has designed a comprehensive detection system for Baiyangdian through the use of 5G, Beidou, VR and other technologies, covering the four dimensions of "sky, air, ground and lake". This system enables Baiyangdian staff to realize 5G** real-time backhaul, VR panoramic ** monitoring, precise navigation, remote real-time monitoring and other functions.
In this comprehensive system, the water quality, air and other environmental data of Xiong'an New Area are fully covered.
By serving a variety of scenarios, from parks, enterprises to communities, China Unicom has demonstrated its ability to become an all-round company, which can not only go to the hall, but also to the kitchen.
The secret that China Unicom has managed to get customers to recognize over the years is actually hidden in the details of their services.
For example, when China Unicom lays optical fiber for community users, it does not just end the service after the laying, but further optimizes the customer's optical fiber network experience by cleverly hiding lines according to user needs.
In the service of community users, China Unicom cleverly solves the problem of users' worries about trouble, and proposes a package of solutions including broadband, monitoring, and cloud services, so that users can enjoy the most convenient service experience with the minimum learning cost and time cost.
In addition, China Unicom also has an in-depth understanding of the needs of enterprise customers, providing them with one-to-one exclusive services, and comprehensively taking care of the different priorities of different customers.
After talking about the reasons why China Unicom has been recognized, let's talk about the secret behind China Unicom's "heart" service.
Everything in this is actually hidden in the company's values.
In June 2022, in response to the call of the country, China Unicom took the lead in releasing the "High-quality Service" under the task of "high-quality development" emphasized in the report of the 20th National Congress of the Communist Party of China.
According to the guidance of the company, China Unicom has formulated a total of 98 service standards for 41 service scenarios with "full, connected, and connected" as its core characteristics.
Taking the standard business hall of Hangzhou Road in Tanggu District as an example, the service takes "love" as the key word. The introduction of love guides for guidance and triage, love stations are equipped with reading glasses and drinking water, provide comfortable and modern love seats, and have special seats for the elderly and disabled to receive love, throughout the entire service process. Finally, connect with customers through the China Unicom app and provide exclusive business experts.
At China Unicom's Zhijia Engineer Service Specification Training Base in Heilongjiang, Zhijia engineers receive comprehensive service training, including every detail from active introduction, household specification action to installation process. "High-quality service*** China Unicom's services are carefully broken down into hundreds of standard processes to ensure that customers everywhere can feel the same quality of service.
China Unicom not only standardizes offline services, but also implements the concept of "attentive service" into the details of China Unicom's APP and 10010 customer service.
Let's talk about China Unicom app first. With the digital upgrade, China Unicom APP launched 11Version 0, with user experience as the core, accurately matches user needs through big data.
In addition to implementing the principle of "doing things without leaving home", the new version also provides care services for different user groups, especially for the elderly. In this mode, the app is displayed in large characters and provides voice announcements, which is convenient for the elderly to use.
In the first service of 10010, according to the new requirements of high-quality service, the service scenario has been upgraded from traditional to full-dimensional scenario. 10010** enables omni-channel connectivity, enabling customers to call 10010** anywhere and at any time across the country, enabling a one-stop shop for all businesses.
Taking the Smart Customer Service North No. 1 Center as an example, the customer service center has set up a warm-hearted service team, which is composed of excellent high-star customer service representatives. On the basis of their original responsibilities, the members of the team undertake important and urgent tasks of the regional center.
The important and urgent tasks of China Unicom's Smart Customer Service North No. 1 Center are mainly divided into two categories:
1. Guarantee at important moments: The center has improved its political position, strengthened its responsibility, established the idea of "a game of chess for all", and actively completed the task through unified dispatching and command. 2. Emergency mission support: In the face of emergency problems such as sudden traffic and regional rain and snow disasters, the North No. 1 Center quickly took up its post as the first batch of support teams to ensure smooth service.
For example, in September last year, a user in Inner Mongolia asked 10010** for help, expressing that he had a history of heart disease and might be sick in an emergency, and suddenly hung up during the call for help**. Although the customer service representative called back 3 times and the user did not answer, the customer service representative quickly reported to the duty manager, and notified the user's family through the contact ** left by the user, and finally rushed to the hospital, successfully turning the crisis into safety.
This commitment to attentive service has made China Unicom a digital pioneer that provides users from all walks of life with convenient and high-quality services.
Driven by the multiple needs of the country, the historical mission and the responsibility of the enterprise, China Unicom ranked fourth in the list of ** enterprise brand building capabilities in 2022 and ranked first in the communications industry, which seems to be a logical achievement.
After analyzing the two core reasons for China Unicom's success, let's talk about the company's progress with the times.
As a company that serves from the world's top 500 enterprises to ordinary people's daily lives, China Unicom grasps the preferences of young people and becomes popular in the two-dimensional culture through the "national style dance". Subsequently, after the popularity of "ACG", China Unicom kept up with the pace of the times and launched "vlog check-in" in 2023, creating a new path with "fireworks".
This enables China Unicom's Internet customer service anchors to enter the daily scenes familiar to ordinary people through punching in**, such as subways, buses, airports, etc., and show the real effect of China Unicom's network speed test with well-known pictures.
China Unicom's successful exploration in this field proves its positive attitude as a state-owned enterprise, willing to listen to the voice of customers, keep up with the changes of the times and innovate itself, and integrate into society in a proactive way.
This change requires China Unicom to abandon the traditional corporate propaganda thinking of "what I have to show you what to promote" way, but to keep up with the interests of customers, and carve its own advantages into an image that meets customer preferences.
Many successful examples have clearly shown that China Unicom's down-to-earth spirit is not just words.
In a sense, China Unicom's success is not accidental.
Combined with the above content, it can be seen that China Unicom's success stems from the rich experience accumulated in the process of truly approaching customers, understanding customers, and serving customers attentively.
These experiences not only form the foundation of China Unicom's down-to-earth atmosphere, but also the key to winning a good reputation among enterprises and ordinary consumers.
When a company's original intention is here, I think China Unicom's good reputation is not a secret in keeping pace with the times.