东风汽车股份有限公司呼叫中心构建与分析
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摘要
呼叫中心是一种基于计算机电话集成(CTI)技术,充分利用通信网和计算机网络的多项功能,并与企业连为一体的一个完整的综合信息服务系统。典型的呼叫中心系统一般由自动呼叫分配系统(ACD)、计算机电话集成系统(CTI)、交互式语音应答系统(IVR)、数据库应用系统、来话呼叫管理系统、去话呼叫管理系统、人工座席系统、电话录音系统、呼叫管理系统组成。
呼叫中心系统建设的关键是:在选择前台接入技术、分析组网模式时,将ACD、CTI、IVR、数据库应用服务器这几个关键技术合理的应用并集成。
本文从呼叫中心的基本概念入手,详细介绍了东风汽车股份有限公司(以下简称DFAC)呼叫中心功能需求的提出,技术方案的确定、各类业务流程以及呼叫中心的绩效管理和考核机制。
客户关系管理的实现途径多种多样,特别是计算机和网络水平的发展为综合的客户关系管理手段提供了很好的平台。从伊始手工进行的客户维系到现在业务现场、呼叫中心、web等多种综合手段的CRM,客户关系管理实现了以更低成本进行更高价值维护的飞跃。呼叫中心作为一种有效的客户关系管理手段,其低廉的成本、直接的沟通与便捷成为客户关系管理的重要途径。客户关系管理和呼叫中心有着千丝万缕的联系。客户关系管理从诞生伊始就需要和呼叫中心相结合,而呼叫中心的产生也是为了实现更好的客户关系管理。只有将两者有效地结合利用,才能实现更为有效地客户关系管理和更有意义的呼叫中心。
A call center, a Computer-based Telephone Integration (CTI) technology, is a comprehensive information service system which fully utilizes the multiple functions of communication and computer network and connects with various enterprises. The typical call center system is made up of Computer Telephone Integration (CTI) System, Automatic Call Distribution (ACD) System, Automatic Call Distribution (ACD) System, Interactive Voice Response (IVR) System, Database Application System, Inbound Management System, Outbound Management System, Agent Management System, Telephone Record System and Call Management System.
The key system construction of the call center is to reasonally apply and integrate the pivotal technique of ACD,CTI,IVR and application server for databases when choosing connecting technology for frontdesks and analysing setting-up networks.
This article, based on the basic concept of call center, makes a detailed introduction to DFAC’s function demand for call center, the formulation of technical program of various business procedures, call center’s performance management and evaluation mechanism.
There are a variety of ways to conduct customer relationship management, especially computer and network developments provide a good platform for the integrated customer relationship management. Customer relationship management, from man-made customer relationship to the present business site management center and web, achieves higher value maintenance at lower costs. Call centers as an effective means of customer relationship management has become an important CRM means for its low cost, direct communication and convenience. Customer relationship management and call center are inextricably linked. Customer relationship management is from the beginning required to connect with call center which is designed to achieve better customer relationship management. Therefore, it is only through the effective combination of the two that more effective customer relationship management and more meaningful call center service can be achieved.
呼叫中心系统建设的关键是:在选择前台接入技术、分析组网模式时,将ACD、CTI、IVR、数据库应用服务器这几个关键技术合理的应用并集成。
本文从呼叫中心的基本概念入手,详细介绍了东风汽车股份有限公司(以下简称DFAC)呼叫中心功能需求的提出,技术方案的确定、各类业务流程以及呼叫中心的绩效管理和考核机制。
客户关系管理的实现途径多种多样,特别是计算机和网络水平的发展为综合的客户关系管理手段提供了很好的平台。从伊始手工进行的客户维系到现在业务现场、呼叫中心、web等多种综合手段的CRM,客户关系管理实现了以更低成本进行更高价值维护的飞跃。呼叫中心作为一种有效的客户关系管理手段,其低廉的成本、直接的沟通与便捷成为客户关系管理的重要途径。客户关系管理和呼叫中心有着千丝万缕的联系。客户关系管理从诞生伊始就需要和呼叫中心相结合,而呼叫中心的产生也是为了实现更好的客户关系管理。只有将两者有效地结合利用,才能实现更为有效地客户关系管理和更有意义的呼叫中心。
A call center, a Computer-based Telephone Integration (CTI) technology, is a comprehensive information service system which fully utilizes the multiple functions of communication and computer network and connects with various enterprises. The typical call center system is made up of Computer Telephone Integration (CTI) System, Automatic Call Distribution (ACD) System, Automatic Call Distribution (ACD) System, Interactive Voice Response (IVR) System, Database Application System, Inbound Management System, Outbound Management System, Agent Management System, Telephone Record System and Call Management System.
The key system construction of the call center is to reasonally apply and integrate the pivotal technique of ACD,CTI,IVR and application server for databases when choosing connecting technology for frontdesks and analysing setting-up networks.
This article, based on the basic concept of call center, makes a detailed introduction to DFAC’s function demand for call center, the formulation of technical program of various business procedures, call center’s performance management and evaluation mechanism.
There are a variety of ways to conduct customer relationship management, especially computer and network developments provide a good platform for the integrated customer relationship management. Customer relationship management, from man-made customer relationship to the present business site management center and web, achieves higher value maintenance at lower costs. Call centers as an effective means of customer relationship management has become an important CRM means for its low cost, direct communication and convenience. Customer relationship management and call center are inextricably linked. Customer relationship management is from the beginning required to connect with call center which is designed to achieve better customer relationship management. Therefore, it is only through the effective combination of the two that more effective customer relationship management and more meaningful call center service can be achieved.
引文
[1]罗纳德.S.史威福特.客户关系管理加速利润和优势提升.北京:中国经济出版社,2001,33—34
[2]彭璧玉.现代企业的客户资本管理.经济管理,2002(2):5-7
[3]余腾云.呼叫中心与客户生命周期管理.呼叫中心技术,2004(10):32-35
[4]叶开.2004年汽车行业CRM应用综述.客户世界,2004(12):13—14
[5]福轩.中国汽车工业核心竞争力评析.中国机电日报,2002-04-20
[6]刘洪涛.国家创新系统理论与中国的实践.西安:西安交通大学出版社,1999,125-156
[7]彭芳.从华夏通一年的运作看企业呼叫中心的需求.中国计算机报,2005:12-14
[8]李健.企业呼叫中心的六个“需要”.中国经营报,2003(11):33—34
[9]唐北雁.呼叫中心产业新视角:服务于“客户的客户”.CTI技术,2005(2):3-5
[10]彭芳.Intel:呼叫中心只是起点.中国计算机报,2001-9-ll
[11]卢毅.Why、What、How解析呼叫中心产业链之道.计算机世界,2005(3):23-24
[12]张佑估.呼叫(接触)中心的技术平台与其历史沿革.CTI技术,2005(1):1-3
[13]刘琳.呼叫中心平台在企业级市场的应用发展.CTl技术,2004(12):23—36
[14]李宝民.客服中心的策略、方向和目标.中国信息化,2005,10-35
[15] Keith Dawson.Call Cemer Savvy(How to Position Your Call Center for the Business Challenges of the 21st Century).In Proc . 1999 hat.Conf.very Large DataBases.New York,USA,April 1999:355-378
[16] Peter Sevcik and Then Forbath. The Call Center Revolution,Northeast Consulation,Boston,Massachusetts,1998:234-254
[17] Keith Dawson& Madeline Bodin. The Call Center Dictionary—The Complete GuideTo Call Center Technology And Operations.In Proc.2 1st Int.Conf. Very Large DataBases.Zuiich,Swizerland,April 1999:235—254
[18] Brad Cleveland and Julia Mayben.Call Center Management on Fast Forward, Management Science,April.2004:4-6
[19]张佑佶.呼叫(接触)中心的由来与功能演进.CTI技术,2005(2):21-25
[20]王广宇.客户关系管理(CRM)——网络经济中的企业管理理论与应用解决方案.经济管理出版社,2001,44-66
[21]管政.中国企业CRM实施.北京:人民邮电出版社,2003,5-11
[22]秋月.CRM在呼叫中心所扮演的角色一CALL CENTER之定位发展.计算机世界,2004(8):32—33
[23]吕廷杰.客户关系管理与主题分析.北京:人民邮电出版社,2002,56-64
[24]曾智辉.呼叫中心变革之舞.客户服务中心与CRM,2003,10-13
[25]何荣勤.CRM原理、设计和实践.北京:电子工业出版社,2003,45-64
[26]李宝民.呼叫中心构建规划指南.呼叫中心文摘,2005,21-24
[27]李爱振.CTI技术与呼叫中心.北京:电子工业出版社,2002,285—313
[28] Andrew Waite.Customers:Arriving With A History And Leaving With An Experience(How To Build Your Sales,Service Or Help Desk Call Center To Please Customers),Singapore,1995:13—35
[29] Edwin Margulies.Understanding The Voice Enabled Intemet.Princeton university,1996:255—267
[30]黄永峰.因特网语音通信技术及其应用.北京:人民邮电出版社,2002,56—76
[31] Frost&Sullivan. World VolP Equipment Market, In:Proc.of the ICPP 2002,Valencia:Florida State University,2002:235-243
[32] Probe Research. The Media Server;The Voice of Enhanced Services-The CALEA Debate Continues,2002(3):67-68
[33] D.Kraus and L.Yu.World Messaging Enhanced Services Platform Markets,U.S.IVR Systems Market Overview,2001:55—57
[34]郭志强.呼叫中心外呼服务管理之脚本设计规则.计算机世界,2005(3):12—13
[35] Aleksander Szlam&Ken Thatche.Predictive Dialing Fundamentals.In:Proc.Of the SIGCOMM’96.1996:345-367
[36] Gene Retske.The International Callback Book(How To Save 65% On Your Intemational Telephone Calls And Set Up An International Callback Company) Institute of Computer Science,Polish Acadeny of sciences,Warsaw-Wigry,l995:456-474
[37]尹平.呼叫中心座席终端的使用与维护.客户世界,2005(2):13-15
[38] Madeline Bodin.Maximizing Call Center Performance , Washington University,October l998:45-46
[39] William Flanagan.ISDN-A Practical,Simple,Easy—T0—Use Guide To Getting Up And Running On ISDN.In:Proc.Ofthe SIGCOMM’95,October l995
[40]姜晓铭.计算机电话系统与呼叫中心.北京:电子工业出版社,2002,234-243
[41] Michael Bayer.CTI Solutions and Systems:How to Put Computer Telephony Integration to Work.Information Systems,1999:124—156
[42] Nancy Korpi. Pocket Technology:Call Centers and CTI,In Proc.16th Int’l Cone Distributed Computing S ystems,1998:155—157
[43]罗伯·沃特兹.计算机电话集成技术(第2版).北京:人民邮电出版社,2003,123-135
[44]唐北雁.呼叫中心产业新视角:服务于“客户的客户”.CTl技术,2005(2):23—25
[45]刘勇,张丽平.挖掘客户数据的价值.北京理工大学学报,2003(7):34-35
[2]彭璧玉.现代企业的客户资本管理.经济管理,2002(2):5-7
[3]余腾云.呼叫中心与客户生命周期管理.呼叫中心技术,2004(10):32-35
[4]叶开.2004年汽车行业CRM应用综述.客户世界,2004(12):13—14
[5]福轩.中国汽车工业核心竞争力评析.中国机电日报,2002-04-20
[6]刘洪涛.国家创新系统理论与中国的实践.西安:西安交通大学出版社,1999,125-156
[7]彭芳.从华夏通一年的运作看企业呼叫中心的需求.中国计算机报,2005:12-14
[8]李健.企业呼叫中心的六个“需要”.中国经营报,2003(11):33—34
[9]唐北雁.呼叫中心产业新视角:服务于“客户的客户”.CTI技术,2005(2):3-5
[10]彭芳.Intel:呼叫中心只是起点.中国计算机报,2001-9-ll
[11]卢毅.Why、What、How解析呼叫中心产业链之道.计算机世界,2005(3):23-24
[12]张佑估.呼叫(接触)中心的技术平台与其历史沿革.CTI技术,2005(1):1-3
[13]刘琳.呼叫中心平台在企业级市场的应用发展.CTl技术,2004(12):23—36
[14]李宝民.客服中心的策略、方向和目标.中国信息化,2005,10-35
[15] Keith Dawson.Call Cemer Savvy(How to Position Your Call Center for the Business Challenges of the 21st Century).In Proc . 1999 hat.Conf.very Large DataBases.New York,USA,April 1999:355-378
[16] Peter Sevcik and Then Forbath. The Call Center Revolution,Northeast Consulation,Boston,Massachusetts,1998:234-254
[17] Keith Dawson& Madeline Bodin. The Call Center Dictionary—The Complete GuideTo Call Center Technology And Operations.In Proc.2 1st Int.Conf. Very Large DataBases.Zuiich,Swizerland,April 1999:235—254
[18] Brad Cleveland and Julia Mayben.Call Center Management on Fast Forward, Management Science,April.2004:4-6
[19]张佑佶.呼叫(接触)中心的由来与功能演进.CTI技术,2005(2):21-25
[20]王广宇.客户关系管理(CRM)——网络经济中的企业管理理论与应用解决方案.经济管理出版社,2001,44-66
[21]管政.中国企业CRM实施.北京:人民邮电出版社,2003,5-11
[22]秋月.CRM在呼叫中心所扮演的角色一CALL CENTER之定位发展.计算机世界,2004(8):32—33
[23]吕廷杰.客户关系管理与主题分析.北京:人民邮电出版社,2002,56-64
[24]曾智辉.呼叫中心变革之舞.客户服务中心与CRM,2003,10-13
[25]何荣勤.CRM原理、设计和实践.北京:电子工业出版社,2003,45-64
[26]李宝民.呼叫中心构建规划指南.呼叫中心文摘,2005,21-24
[27]李爱振.CTI技术与呼叫中心.北京:电子工业出版社,2002,285—313
[28] Andrew Waite.Customers:Arriving With A History And Leaving With An Experience(How To Build Your Sales,Service Or Help Desk Call Center To Please Customers),Singapore,1995:13—35
[29] Edwin Margulies.Understanding The Voice Enabled Intemet.Princeton university,1996:255—267
[30]黄永峰.因特网语音通信技术及其应用.北京:人民邮电出版社,2002,56—76
[31] Frost&Sullivan. World VolP Equipment Market, In:Proc.of the ICPP 2002,Valencia:Florida State University,2002:235-243
[32] Probe Research. The Media Server;The Voice of Enhanced Services-The CALEA Debate Continues,2002(3):67-68
[33] D.Kraus and L.Yu.World Messaging Enhanced Services Platform Markets,U.S.IVR Systems Market Overview,2001:55—57
[34]郭志强.呼叫中心外呼服务管理之脚本设计规则.计算机世界,2005(3):12—13
[35] Aleksander Szlam&Ken Thatche.Predictive Dialing Fundamentals.In:Proc.Of the SIGCOMM’96.1996:345-367
[36] Gene Retske.The International Callback Book(How To Save 65% On Your Intemational Telephone Calls And Set Up An International Callback Company) Institute of Computer Science,Polish Acadeny of sciences,Warsaw-Wigry,l995:456-474
[37]尹平.呼叫中心座席终端的使用与维护.客户世界,2005(2):13-15
[38] Madeline Bodin.Maximizing Call Center Performance , Washington University,October l998:45-46
[39] William Flanagan.ISDN-A Practical,Simple,Easy—T0—Use Guide To Getting Up And Running On ISDN.In:Proc.Ofthe SIGCOMM’95,October l995
[40]姜晓铭.计算机电话系统与呼叫中心.北京:电子工业出版社,2002,234-243
[41] Michael Bayer.CTI Solutions and Systems:How to Put Computer Telephony Integration to Work.Information Systems,1999:124—156
[42] Nancy Korpi. Pocket Technology:Call Centers and CTI,In Proc.16th Int’l Cone Distributed Computing S ystems,1998:155—157
[43]罗伯·沃特兹.计算机电话集成技术(第2版).北京:人民邮电出版社,2003,123-135
[44]唐北雁.呼叫中心产业新视角:服务于“客户的客户”.CTl技术,2005(2):23—25
[45]刘勇,张丽平.挖掘客户数据的价值.北京理工大学学报,2003(7):34-35