呼叫中心建设和运营策略研究
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摘要
随着企业对客户服务的重视程度日益提高,呼叫中心已成为企业面向客户的重要窗口,其特性在于以更低的运营成本和更高的渠道效益为客户创造价值,成为企业服务利润链上关键的一环。呼叫中心存在的价值就是要创造更大的客户价值,呼叫中心的运营管理必须要以客户为中心,不断创新,紧抓客户管理的目标。本文通过对国内电信运营商面临的竞争态势的分析,说明了客户服务工作的重要性;文章从客户创造价值体系的分析出发,得出了呼叫中心如何实现客户价值最大化,阐述了呼叫中心与客户关系管理系统CRM融合的必要性,并对如何融合呼叫中心和客户关系管理系统提出了自己的观点和方法;文章对现代电信运营企业呼叫中心建设时系统采用的结构、功能模块的划分、呼叫中心运营管理、工作流程的制定等方面进行了介绍,得出呼叫中心建设和运营管理要处处体现“以客户为中心”,以客户为导向的理念,不断优化客户服务流程,不断完善运营体制和服务体系是呼叫中心长期的工作,也是未来呼叫中心的发展方向。
With business-to-customer service increasing degree of attention, the call center has become an important service for client-oriented enterprises, the call center is the key element of service profit chain enterprises, the identity is to lower operating costs and higher efficiency of the channels to create value for customers. Its operational management must be customer-focused, innovative, seize customer management objectives. The significance of call center is create more and more customer value, focus on custermers, keeping innovation. This paper from the main domestic carriers call center development and implementation of the plan, and from call center infrastructure, and to realize how the concept of CRM, how to make "customer-centric" core idea , as discussed from the call center building purposes, business content distribution, workflow development. Call center management, the allocation of staff and personnel training, the building of several major organizational structure to the area on ways and means to achieve a "people-oriented, customer-focused" the fundamental principle of how the call center through the building, realize CRM Idea to provide operator services era of competition in the core competitiveness, the final call center building should be drawn around the "customer-centric", customer-oriented philosophy, depth of the potential demand for mining customers using customer-oriented marketing strategy, and establish a customer-oriented operating system and call center service system is a long-term development goals.
With business-to-customer service increasing degree of attention, the call center has become an important service for client-oriented enterprises, the call center is the key element of service profit chain enterprises, the identity is to lower operating costs and higher efficiency of the channels to create value for customers. Its operational management must be customer-focused, innovative, seize customer management objectives. The significance of call center is create more and more customer value, focus on custermers, keeping innovation. This paper from the main domestic carriers call center development and implementation of the plan, and from call center infrastructure, and to realize how the concept of CRM, how to make "customer-centric" core idea , as discussed from the call center building purposes, business content distribution, workflow development. Call center management, the allocation of staff and personnel training, the building of several major organizational structure to the area on ways and means to achieve a "people-oriented, customer-focused" the fundamental principle of how the call center through the building, realize CRM Idea to provide operator services era of competition in the core competitiveness, the final call center building should be drawn around the "customer-centric", customer-oriented philosophy, depth of the potential demand for mining customers using customer-oriented marketing strategy, and establish a customer-oriented operating system and call center service system is a long-term development goals.
引文
[1]胡泳著,《电信赢家》,机械工业出版社。
[2][美]菲利普·科特勒、洪瑞云、梁绍明、陈振忠著,梅清豪译,《市场营销管理》中国人民大学出版社。
[3]吕廷杰,杨宁,吴海军,宁连举著:《电信运营支撑系统OSS理论、策略与实践》,北京邮电大学出版社2003年版。
[4]王广宇著:《客户关系管理方法论》,清华大学出版社2004年版。
[5](美)CliffFigallo,Nancy Rhine著,祁延莉,乔千,董小英译:《构建知识管理网络:有效沟通的实践、工具和技术》,电子工业出版社2004年版。
[6](德)Kai Mertins,Peter Heisig,Jens Vorbeck著,赵海涛,彭瑞梅译:《知识管理——原理及最佳实践》(第二版),清华大学出版社2004年版。
[7]晓亚,马慧麟,宋庆峰等著:《电信运营支撑系统》,邮电大学出版社。
[8]梅斌:《电信业务运营支撑系统的发展与演进》,《邮电设计技术》2005年5期。
[9]范玉顺,黄双喜,赵大哲著:《企业信息化整体解决方案》,科学出版社2004年版。
[10]苗来生,乔伟著:《运营与业务支撑系统技术需求和方案设计》,清华大学出版社。
[11]霍国庆著:《企业战略信息管理》,科学出版社2001年出版。
[12]杨威:构建面向服务的电信运营支撑系统,《电信技术》2004年11期。
[2][美]菲利普·科特勒、洪瑞云、梁绍明、陈振忠著,梅清豪译,《市场营销管理》中国人民大学出版社。
[3]吕廷杰,杨宁,吴海军,宁连举著:《电信运营支撑系统OSS理论、策略与实践》,北京邮电大学出版社2003年版。
[4]王广宇著:《客户关系管理方法论》,清华大学出版社2004年版。
[5](美)CliffFigallo,Nancy Rhine著,祁延莉,乔千,董小英译:《构建知识管理网络:有效沟通的实践、工具和技术》,电子工业出版社2004年版。
[6](德)Kai Mertins,Peter Heisig,Jens Vorbeck著,赵海涛,彭瑞梅译:《知识管理——原理及最佳实践》(第二版),清华大学出版社2004年版。
[7]晓亚,马慧麟,宋庆峰等著:《电信运营支撑系统》,邮电大学出版社。
[8]梅斌:《电信业务运营支撑系统的发展与演进》,《邮电设计技术》2005年5期。
[9]范玉顺,黄双喜,赵大哲著:《企业信息化整体解决方案》,科学出版社2004年版。
[10]苗来生,乔伟著:《运营与业务支撑系统技术需求和方案设计》,清华大学出版社。
[11]霍国庆著:《企业战略信息管理》,科学出版社2001年出版。
[12]杨威:构建面向服务的电信运营支撑系统,《电信技术》2004年11期。