基于CRM理念的银行呼叫中心系统的设计与应用
摘要
随着经济的发展和时代的进步,银行为了适应发展并且提高市场竞争力,必须充分利用各种新型服务手段构建基于CTI(Computer Telephone Integration)技术的客户服务系统,呼叫中心(CC)能够比较好的达到此效果和目的,并能带动传统业务的发展。由于需求大量增加和业务变化,使得呼叫中心不再满足于简单的呼入业务,从而对呼叫系统提出了更高更全面的要求。本文对银行呼叫中心系统及其相关技术进行深入研究并站在面向用户的角度,将CRM与银行呼叫中心结合,提出了一种基于CRM理念的银行呼叫中心解决方案,本方案给出了基于CRM的银行呼叫中心系统的层次划分,随后以华夏银行呼叫中心系统为实例,对其系统功能和业务功能进行了详细设计与实现以使之适应需求。
本文从三个方面研究了银行CRM呼叫中心系统:
一是对呼叫中心几种实现技术进行比较,选择了一种适合银行业的技术实现方式,然后按呼叫中心系统中各功能模块所处的位置,设计了呼叫中心系统的层次模型,并对各层进行了分析。
二是在应用上,以具有代表性的华夏银行CRM呼叫中心系统为实例,分析了银行业客户服务问题的特点,并相应构建了华夏银行CRM呼叫中心座席子系统与外呼营销子系统。
三是随着银行呼叫中心系统数据的激增,这些数据中隐含着大量的信息,为了更好的利用这些数据,进行客户细分及外呼营销等业务,故建置统一的的客户信息模型,用来对后台系统的客户数据和外来客户数据进行统一的归档、存放和分析。
随着银行业务以及呼叫中心各种技术的发展,对银行呼叫中心提出了更新的需求,文末对进一步的研究工作进行了探讨。
With the development of economy and the progress of the ages,the decision makers of banks must make use of various new service means to adjust it and improve market competence of these banks,then setting up Call Center(CC) based on CTI (Computer Telephone Integration)must be the way in which these banks want to make their service quality well and can arouse the development of the traditional business.Users bring forward higher and more comprehensive requirements to CC peroformace when User’s requirements of setting up CC increase largely and change.So in this thesis author discusses Bank CC and related technologies, integrates CRM with Bank CC and put forward a new solution of Bank CC based on CRM.Then describes the architecture of the HXB CRM CC and also provides the all methods of function realization.
This paper does research on the CRM Bank CC from three aspect:
Firstly,on the basis of comparing with several realization technologies of CC,the thesis choses an appropriate method to realize Bank CC and gives out the solution of CC system basing on the CRM and give the nalysis and design to each layer.
Secondly, based on the representative HXB CRM CC, the thesis analyze the characteristics of the service problem in business application and construct the CSR subsystem and Outbound Marketing subsystem.
Finally,with the explosive increase of the CC data,which contains lots of useful information,we specify the customers for business and construct the Customer Information model, which used for clustering,storage and analyzing the data from inner and out of system.
With the devolopment of Bank Business and technologies of CC,CC need to satisfy new requriments,the futher research problems are also discussed in the end of the thesis.
本文从三个方面研究了银行CRM呼叫中心系统:
一是对呼叫中心几种实现技术进行比较,选择了一种适合银行业的技术实现方式,然后按呼叫中心系统中各功能模块所处的位置,设计了呼叫中心系统的层次模型,并对各层进行了分析。
二是在应用上,以具有代表性的华夏银行CRM呼叫中心系统为实例,分析了银行业客户服务问题的特点,并相应构建了华夏银行CRM呼叫中心座席子系统与外呼营销子系统。
三是随着银行呼叫中心系统数据的激增,这些数据中隐含着大量的信息,为了更好的利用这些数据,进行客户细分及外呼营销等业务,故建置统一的的客户信息模型,用来对后台系统的客户数据和外来客户数据进行统一的归档、存放和分析。
随着银行业务以及呼叫中心各种技术的发展,对银行呼叫中心提出了更新的需求,文末对进一步的研究工作进行了探讨。
With the development of economy and the progress of the ages,the decision makers of banks must make use of various new service means to adjust it and improve market competence of these banks,then setting up Call Center(CC) based on CTI (Computer Telephone Integration)must be the way in which these banks want to make their service quality well and can arouse the development of the traditional business.Users bring forward higher and more comprehensive requirements to CC peroformace when User’s requirements of setting up CC increase largely and change.So in this thesis author discusses Bank CC and related technologies, integrates CRM with Bank CC and put forward a new solution of Bank CC based on CRM.Then describes the architecture of the HXB CRM CC and also provides the all methods of function realization.
This paper does research on the CRM Bank CC from three aspect:
Firstly,on the basis of comparing with several realization technologies of CC,the thesis choses an appropriate method to realize Bank CC and gives out the solution of CC system basing on the CRM and give the nalysis and design to each layer.
Secondly, based on the representative HXB CRM CC, the thesis analyze the characteristics of the service problem in business application and construct the CSR subsystem and Outbound Marketing subsystem.
Finally,with the explosive increase of the CC data,which contains lots of useful information,we specify the customers for business and construct the Customer Information model, which used for clustering,storage and analyzing the data from inner and out of system.
With the devolopment of Bank Business and technologies of CC,CC need to satisfy new requriments,the futher research problems are also discussed in the end of the thesis.
引文
[1] 呼叫中心发展现状与趋势,国利信息网,http://www.95100.com.cn/hjzx_3_01.html
[2] 我国呼叫中心运营市场的现状与发展,http://statistic.cttl.com.cn/dxtj.php
[3] 卢毅,如何建立一个卓越的呼叫中心,CTI forum,http://www.ctiforum.com
[4] Burnett,K,核心客户关系管理[M],电子工业出版社,2002
[5] 吴伦,银行客户服务中心运营管理[M],电子工业出版社,2005.02,P198-P202
[6] 李农,银行客户服务中心规划与建设[M],电子工业出版社,2005.02,P60-P64
[7] 李爱振,CTI 技术与呼叫中心[M],电子工业出版社,2002.02
[8] 舒华英,赖平章,IP 电话技术及其应用[M],人民邮电出版社,2001.04
[9] 姚小波,CTI 技术发展概述, CTI forum,http://www.ctiforum.com
[10] 崔怡,呼叫中心解决方案综述, CTI forum,http://www.ctiforum.com
[11] 王实,银行业 CRM 理论与实务[M],电子工业出版社,2005.02
[12] 董金祥,陈刚,尹建伟,客户关系管理 CRM[M],浙江大学出版社,2000
[13] 杨林,黄立平,面向客户关系管理(CRM)的综合决策支持框架探讨[J],管理现代化,2001,P28-P30
[14] 茅非,“呼叫中心 CTI 系统的研究和设计[硕士学位论文] ”,浙江大学,2004
[15] 由宗铭,“基于 CTI 技术的呼叫中心系统的实现[硕士学位论文] ”,吉林大学,2003.04
[16] 杨运广,“银行呼叫中心系统的设计及实现[硕士学位论文] ”,哈尔滨工业大学,2004.04
[17] WebWork 与其它开源项目集成, http://www.huihoo.com/framework/webwork/webwork.doc
[18] Java 开源项目 Hibernate 包作用详解,2006.01, http://www.xker.com/Html/bcyy/Java/20060126424.html
[19] 客户世界研究院 2004 年中国呼叫中心发展年度报告,全球实时客服中心,2004.12.07, http://www.world3a.com/NewsHTMLFiles/200512817356705.html
[20] 李建平,银行 CALL CENTER 系统的设计与实现[J],计算机系统应用,2000,第 12 期,P7-P11
[21] 胡延平,廖蕾,刘启明,王志春,基于 CTI 的呼叫中心系统设计与实现[J],计算机工程与设计,2003,第 3 期,P37-P39
[22] Aksin,O.Zeynep,Harker,Patrick T,Capacity sizing in the presence of acommon shared resource:Dimensioning an inbound call center,European Journal of Operational Research,2003.03,P464-P483
[23] Halford,Victoria,Technoligy use and psychosocial factors in the self-reportingof Musculoskeletal disorder symptoms in call center workers,Journal of Safety Research,2003.02 P167-P173
[24] Park,Seungchul,Choi,Yanghee,An advanced call model to support multimedia multiuser Communications,Computer Communication,1997.06,P500-P506
[25] Bayer M,CTI solution and system,New York:McGaw-Hill,1997,P444-P462
[26] 高翠霞,刘宇,华夏银行客户服务中心系统设计方案,电讯盈科呼叫中心事业部,2006.02
[27] 郭清,“CRM 框架及其在保险企业应用的研究[博士学位论文] ”,东北大学,2004.04
[28] 李雄飞,李军,数据挖掘与知识发现[M],高等教育出版社,2003.11
[29] 张云涛,龚玲,数据挖掘原理与技术[M],电子工业出版社,2001
[2] 我国呼叫中心运营市场的现状与发展,http://statistic.cttl.com.cn/dxtj.php
[3] 卢毅,如何建立一个卓越的呼叫中心,CTI forum,http://www.ctiforum.com
[4] Burnett,K,核心客户关系管理[M],电子工业出版社,2002
[5] 吴伦,银行客户服务中心运营管理[M],电子工业出版社,2005.02,P198-P202
[6] 李农,银行客户服务中心规划与建设[M],电子工业出版社,2005.02,P60-P64
[7] 李爱振,CTI 技术与呼叫中心[M],电子工业出版社,2002.02
[8] 舒华英,赖平章,IP 电话技术及其应用[M],人民邮电出版社,2001.04
[9] 姚小波,CTI 技术发展概述, CTI forum,http://www.ctiforum.com
[10] 崔怡,呼叫中心解决方案综述, CTI forum,http://www.ctiforum.com
[11] 王实,银行业 CRM 理论与实务[M],电子工业出版社,2005.02
[12] 董金祥,陈刚,尹建伟,客户关系管理 CRM[M],浙江大学出版社,2000
[13] 杨林,黄立平,面向客户关系管理(CRM)的综合决策支持框架探讨[J],管理现代化,2001,P28-P30
[14] 茅非,“呼叫中心 CTI 系统的研究和设计[硕士学位论文] ”,浙江大学,2004
[15] 由宗铭,“基于 CTI 技术的呼叫中心系统的实现[硕士学位论文] ”,吉林大学,2003.04
[16] 杨运广,“银行呼叫中心系统的设计及实现[硕士学位论文] ”,哈尔滨工业大学,2004.04
[17] WebWork 与其它开源项目集成, http://www.huihoo.com/framework/webwork/webwork.doc
[18] Java 开源项目 Hibernate 包作用详解,2006.01, http://www.xker.com/Html/bcyy/Java/20060126424.html
[19] 客户世界研究院 2004 年中国呼叫中心发展年度报告,全球实时客服中心,2004.12.07, http://www.world3a.com/NewsHTMLFiles/200512817356705.html
[20] 李建平,银行 CALL CENTER 系统的设计与实现[J],计算机系统应用,2000,第 12 期,P7-P11
[21] 胡延平,廖蕾,刘启明,王志春,基于 CTI 的呼叫中心系统设计与实现[J],计算机工程与设计,2003,第 3 期,P37-P39
[22] Aksin,O.Zeynep,Harker,Patrick T,Capacity sizing in the presence of acommon shared resource:Dimensioning an inbound call center,European Journal of Operational Research,2003.03,P464-P483
[23] Halford,Victoria,Technoligy use and psychosocial factors in the self-reportingof Musculoskeletal disorder symptoms in call center workers,Journal of Safety Research,2003.02 P167-P173
[24] Park,Seungchul,Choi,Yanghee,An advanced call model to support multimedia multiuser Communications,Computer Communication,1997.06,P500-P506
[25] Bayer M,CTI solution and system,New York:McGaw-Hill,1997,P444-P462
[26] 高翠霞,刘宇,华夏银行客户服务中心系统设计方案,电讯盈科呼叫中心事业部,2006.02
[27] 郭清,“CRM 框架及其在保险企业应用的研究[博士学位论文] ”,东北大学,2004.04
[28] 李雄飞,李军,数据挖掘与知识发现[M],高等教育出版社,2003.11
[29] 张云涛,龚玲,数据挖掘原理与技术[M],电子工业出版社,2001