基于客户关系管理的航运企业呼叫中心运营优化研究
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摘要
随着国际集装箱运输业市场竞争的加剧和商业模式的转变,传统装箱运输行业公司正不断通过信息技术,借助电子商务的发展,逐渐加强对客户关系管理的关注。呼叫中心系统是企业客户关系管理系统实施后与客户的“直接对接口”,如今企业越来越重视客户关系,呼叫中心系统是企业在降低成本,提高客户满意度,发展增值业务过程中,不可或缺的组成部分。呼叫中心不仅是集装箱运输公司提供服务信息的渠道,也是直接与客户沟通、为客户提供增值服务的渠道。
呼叫中心在国内集装箱运输业正处于发展阶段,各公司如中远,马斯基等都将各自的呼叫中心从早期的人工热线电话,升级为兼有自动语音和人工服务的客服系统。2008年0公司着手进行呼叫中心的升级,先在上海分公司进行试点,从原先单一的人工热线,升级为基于IP的自动语音和人工服务的客服系统。
本文从0公司呼叫中心的建设,应用情况到实施运营后后所遇到的问题进行研究；在回顾以往文献的基础上,结合实际情况建立了理论模型。通过问卷调查的形式,尝试从呼叫中心两大功能,自护语音查询系统和身份识别号入手,进行统计分析。本研究共收集到194份有效问卷,并利用SPSS 17.0软件对调查的数据进行统计分析,采取项目分析、信度分析、探索性因素分析、描述性分析、相关分析、回归分析、独立样本T检验、单因素方差分析等方法,检验研究假设。从有用性、易用性及成本因素三方面重点研究分析了客户群体差异对0公司呼叫中心自助语音查询系统和客户身份识别号服务的认同、使用意向和使用行为的影响。
本研究得出如下主要结论：
(1)客户对两种呼叫中心服务使用的易用性和有用性认同程度越强,而对投入成本因素认同程度越弱,其使用呼叫中心的意向就越高,从而使用呼叫中心的频率也越高。
(2)客户企业特征因素明显影响其对两种呼叫中心功能使用的易用性、有用性及成本因素的认同感,且影响效果及程度不同。
(3)客户个体特征存在不同的呼叫中心使用意向组,其对呼叫中心的使用意向亦有所不同。
根据以上结论,本文对呼叫中心自助语音查询系统和客户身份识别号服务分别提出了优化方案,为呼叫中心在国内集装箱运输行业中的应用水平提高提供了帮助。
The international financial crisis continues. With increasing competition in the container transportation market, the traditional companies are constantly packing the transportation industry through information technology, the help of e-commerce development, and gradual strengthening of customer relationship management attention. Call Center is the interface of company and customer in customer relationship management. It is more important than ever to focus on customers. Call center can retain customers and seize opportunities to attract more customers. Company will create value-added services for customers through high quality service levels.
Call Center in the domestic container transport industry is in a stage of development, companies such as COSCO, Maersk upgraded their call center from the early simplex manual services to Interactive Voice Response System(IVR) with manual services. In 2008,0 Company upgraded call center in Shanghai Branch for pilot. The original simplex manual hotline upgraded to IP-based call center with IVR
The thesis studies the construction of 0's call center, regular operation and the problem solving. Based on the researches before, the theoretical model is constructed. By using empirical analysis in the form of questionnaire, we study the structure, impact and relationship among the IVR and Customer Personal Code system. And 194 questionnaires are collected in this research. Using SPSS17.0 statistic software, data are analyzed and hypotheses are examined. In data analysis, some traditional statistical methods, such as project analysis, reliability analysis, exploring factor analysis, descriptive statistics analysis, correlation analysis, regression analysis, Independent-Samples T test, one-way analysis of variance and so on. We study Perceived Usefulness(PU), Perceived Ease of Use (PEOU), Cost and differences in customer base will affect customer's behavioral intention and behavior of 0's call center.
Our main conclusion as follows:
(1)The more PU, PEOU and the less cost, the higher intention and frequency of use for call center.
(2)Differences in customer firm characteristics will affect their sense of identity on the PU, PEOU and cost.
(3)Differences in customer personal characteristics will also affect their sense of identity on the PU, PEOU and cost.
Based on the conclusions, call center optimization solutions were proposed for IVR and Customer Personal Code system. The proposal will improve the operation level of the call center industry in the domestic container transport.
呼叫中心在国内集装箱运输业正处于发展阶段,各公司如中远,马斯基等都将各自的呼叫中心从早期的人工热线电话,升级为兼有自动语音和人工服务的客服系统。2008年0公司着手进行呼叫中心的升级,先在上海分公司进行试点,从原先单一的人工热线,升级为基于IP的自动语音和人工服务的客服系统。
本文从0公司呼叫中心的建设,应用情况到实施运营后后所遇到的问题进行研究；在回顾以往文献的基础上,结合实际情况建立了理论模型。通过问卷调查的形式,尝试从呼叫中心两大功能,自护语音查询系统和身份识别号入手,进行统计分析。本研究共收集到194份有效问卷,并利用SPSS 17.0软件对调查的数据进行统计分析,采取项目分析、信度分析、探索性因素分析、描述性分析、相关分析、回归分析、独立样本T检验、单因素方差分析等方法,检验研究假设。从有用性、易用性及成本因素三方面重点研究分析了客户群体差异对0公司呼叫中心自助语音查询系统和客户身份识别号服务的认同、使用意向和使用行为的影响。
本研究得出如下主要结论：
(1)客户对两种呼叫中心服务使用的易用性和有用性认同程度越强,而对投入成本因素认同程度越弱,其使用呼叫中心的意向就越高,从而使用呼叫中心的频率也越高。
(2)客户企业特征因素明显影响其对两种呼叫中心功能使用的易用性、有用性及成本因素的认同感,且影响效果及程度不同。
(3)客户个体特征存在不同的呼叫中心使用意向组,其对呼叫中心的使用意向亦有所不同。
根据以上结论,本文对呼叫中心自助语音查询系统和客户身份识别号服务分别提出了优化方案,为呼叫中心在国内集装箱运输行业中的应用水平提高提供了帮助。
The international financial crisis continues. With increasing competition in the container transportation market, the traditional companies are constantly packing the transportation industry through information technology, the help of e-commerce development, and gradual strengthening of customer relationship management attention. Call Center is the interface of company and customer in customer relationship management. It is more important than ever to focus on customers. Call center can retain customers and seize opportunities to attract more customers. Company will create value-added services for customers through high quality service levels.
Call Center in the domestic container transport industry is in a stage of development, companies such as COSCO, Maersk upgraded their call center from the early simplex manual services to Interactive Voice Response System(IVR) with manual services. In 2008,0 Company upgraded call center in Shanghai Branch for pilot. The original simplex manual hotline upgraded to IP-based call center with IVR
The thesis studies the construction of 0's call center, regular operation and the problem solving. Based on the researches before, the theoretical model is constructed. By using empirical analysis in the form of questionnaire, we study the structure, impact and relationship among the IVR and Customer Personal Code system. And 194 questionnaires are collected in this research. Using SPSS17.0 statistic software, data are analyzed and hypotheses are examined. In data analysis, some traditional statistical methods, such as project analysis, reliability analysis, exploring factor analysis, descriptive statistics analysis, correlation analysis, regression analysis, Independent-Samples T test, one-way analysis of variance and so on. We study Perceived Usefulness(PU), Perceived Ease of Use (PEOU), Cost and differences in customer base will affect customer's behavioral intention and behavior of 0's call center.
Our main conclusion as follows:
(1)The more PU, PEOU and the less cost, the higher intention and frequency of use for call center.
(2)Differences in customer firm characteristics will affect their sense of identity on the PU, PEOU and cost.
(3)Differences in customer personal characteristics will also affect their sense of identity on the PU, PEOU and cost.
Based on the conclusions, call center optimization solutions were proposed for IVR and Customer Personal Code system. The proposal will improve the operation level of the call center industry in the domestic container transport.
引文
[1]徐能伟.客户关系管理系统在汽车企业中的应用[J].汽车工业研究,2005(5)：14-18.
[2]廖伟胜.基于CRM的呼叫中心质量管理[J].广东通信技术,2001(12)：15-18.
[3]Alex Berson.构建面向CRM的数据挖掘应用[M].人民邮电出版社,2001：67-77.
[4]戚青青.ERP中基于CRM的呼叫中心及工作流系统的研究与应用[J].硕士,天津大学,2008
[5]王保忠,刘砚.呼叫中心技术及发展探索[J].科技情报开发与经济,2003,10(6)：14-19.
[6]关德君,杨政,呼叫中心系统技术的应用研究[J].网络与信息,2009(2)
[7]许娓.呼叫中心的核心技术及组成[J].电脑与信息技术,2001(6).
[8]周洪祥.呼叫中心解决方案[J].通信世界,2004(9).
[9]Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology" [J]. MIS Quarterly, Vol.13, P.318-339,1989
[10]鲁耀斌,徐红梅.技术接受模型及其相关理论的比较研究[J].科技进步与对策,2005[10]
[11]Lei-Da Chen. Enticing Online Consumers:an extended technology acceptance perspective [J]. Information & Management,2002(39):pp705-719
[12]Elena Karahanna and Detmar W. Straub, "The psychological origins of perceived usefulness and ease-of-use" [J], Information & Management, Vol.35, PP.237-250,1999
[13]刘文雯,高平和徐博艺.企业信息技术采纳行为研究综述[J].研究与发展管理,2005,17(3)：52-58
[14]Paul Legris, John Ingham, Pierre Collerette. Why do people use information technology? A critical review of the technology acceptance model [J]. Information & Management.2003(40):191-204
[15]Fichman, R. G Information Technology Diffusion:A Review of Empirical Research[C]. In The Thirteenth International Conference on Information Systems. Dallas, Texas, United States1992 195-206.
[16]郭志刚.社会统计分析方法-SPSS软件应用[M].中国人民大学出版社, 1999.
[17]吴明隆.SPSS统计应用实务[M].中国铁道出版社,2000.
[2]廖伟胜.基于CRM的呼叫中心质量管理[J].广东通信技术,2001(12)：15-18.
[3]Alex Berson.构建面向CRM的数据挖掘应用[M].人民邮电出版社,2001：67-77.
[4]戚青青.ERP中基于CRM的呼叫中心及工作流系统的研究与应用[J].硕士,天津大学,2008
[5]王保忠,刘砚.呼叫中心技术及发展探索[J].科技情报开发与经济,2003,10(6)：14-19.
[6]关德君,杨政,呼叫中心系统技术的应用研究[J].网络与信息,2009(2)
[7]许娓.呼叫中心的核心技术及组成[J].电脑与信息技术,2001(6).
[8]周洪祥.呼叫中心解决方案[J].通信世界,2004(9).
[9]Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology" [J]. MIS Quarterly, Vol.13, P.318-339,1989
[10]鲁耀斌,徐红梅.技术接受模型及其相关理论的比较研究[J].科技进步与对策,2005[10]
[11]Lei-Da Chen. Enticing Online Consumers:an extended technology acceptance perspective [J]. Information & Management,2002(39):pp705-719
[12]Elena Karahanna and Detmar W. Straub, "The psychological origins of perceived usefulness and ease-of-use" [J], Information & Management, Vol.35, PP.237-250,1999
[13]刘文雯,高平和徐博艺.企业信息技术采纳行为研究综述[J].研究与发展管理,2005,17(3)：52-58
[14]Paul Legris, John Ingham, Pierre Collerette. Why do people use information technology? A critical review of the technology acceptance model [J]. Information & Management.2003(40):191-204
[15]Fichman, R. G Information Technology Diffusion:A Review of Empirical Research[C]. In The Thirteenth International Conference on Information Systems. Dallas, Texas, United States1992 195-206.
[16]郭志刚.社会统计分析方法-SPSS软件应用[M].中国人民大学出版社, 1999.
[17]吴明隆.SPSS统计应用实务[M].中国铁道出版社,2000.